Marketing automation technology

Marketing Automation Technology: Fast Growing Industry but not Always Fast Growing Results

I just read a thought-provoking report titled: Forrester Data: Marketing Automation Technology Forecast, 2017 to 2023. Having worked in the CRM industry, including co-founding a marketing automation (MA) software company, the trajectory (and complexity) of the industry has been fascinating to witness. The below graphic from Martech, will give you an idea of the enormity […]

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B2B Brand

What’s in a (Company) Name? Why an Effective B2B Brand is Crucial!

In a recent article, Eight Critical Brand Health Questions You Should Be Asking, I shared the questions that you should be asking to determine if your B2B brand is helping or hurting your company. Branding incorporates a number of elements (e.g. name, message, promise, graphic elements, etc.) but I will focus this message specifically on […]

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B2B Sales Leads

Six Tips to Calculate How Many Leads You Need in Your Sales Pipeline

I have had more than a few people accuse me of being obsessed with marketing numbers (guilty as charged). One of my chief focuses has always been the production of high-quality B2B sales leads. Of course, there are many flavors of leads and one person’s definition of sales-ready is another’s definition of a substandard lead. […]

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Revenue Growth Barriers

Stop Making It Hard For People To Buy: Six Barriers That Prevent Revenue Growth

Perhaps you have a great product or service that has proven benefits for those fortunate enough to purchase from your company. However, you are not getting the marketplace traction or revenue growth you need, and competitors are grabbing what should be your market share. The tendency in such a scenario is to demand a better […]

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Win Win Strategy

B2B Marketers: How to be Best Friends with Sales Colleagues

Okay. I get that the title of this article is a little ambitious. However, there are things B2B marketers can do to achieve better alignment with their sales counterparts – leading to not only better results for the company, but also to better professional and personal relationships. It is all about achieving alignment, in terms […]

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Is Your 2018 Lead-to-Revenue Plan Missing This Critical Ingredient?

Marketing and sales professionals talk about awareness, leads, opportunities and revenue. They do this because their ability to achieve positive and measurable results in these categories defines job performance. However, many companies would benefit from a taking a step back to gain a holistic and top-down view of the entire lead-to-revenue (L2R) process. The lead-to-revenue […]

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