All the C-level positions are important but I will respectfully submit that a fractional CMO can sometimes be the most important of all. In fact, if you have the right person, a fractional CMO can be a company maker, or at the least, a valuable part of the executive team. And I am not just […]
Marketing content is an important component of effective B2B marketing. Quality and quantity are both important attributes of good online marketing content. This article discusses the miminum quality and quantity standards for content marketing.
I am very proud to be part of the CustomerThink.com family, as an adviser and columnist for the past few years. And while my network knows me as a B2B marketing and revenue growth specialist, I like to write about and practice strategies that make the marketing department a key part of the customer experience […]
The beginning of a new year is always a great time to evaluate the results of the previous year and plan for more success in the coming year. All of us want to achieve our full potential, for both ourselves and our organizations. Yet, many of us don’t reach even a fraction of what we […]
My job, and core mission, is to help B2B companies accelerate their revenue growth. While every company has a different set of challenges and objectives, there are some common dynamics at play that can be used to boost revenue without busting the marketing and sales budget. Dynamic 1: Revenue assessment. Effective growth planning always starts […]
I’ve been involved with companies who understood the revenue growth curve and occasionally not. In the early 2000s, I was an investor and advisor to a company that offered a fairly well-known sales force automation (SFA) tool. Like most software at that time, it was sold in boxes containing CDs. We used to call unused […]
Every month or two, I teach a brief course to military veterans who are transitioning into civilian life and have a desire to start a business. One of the points I emphasize is to quickly figure out which of their actions will have a large impact on results and which will have only little, or […]
How to Conduct a Quick and Effective B2B Marketing Assessment All of you numbers-focused and results-obsessed marketers understand the importance of the quantitative side of B2B marketing. You measure the number of inquiries, cost per inquiry, number of opportunities, specific media performance, and numerous other details. And if you do this right, you keep your […]
Everyone has an opinion when it comes to branding. Over the course of my career, first as a client-side marketing executive, then as a revenue-growth consultant to B2B companies, I’ve had the opportunity to participate in dozens of major branding projects (e.g. what to name a company or division) and many more minor branding projects […]
I first wrote about the concept of selling more by selling less in a 2016 article, How to Sell More by Selling Less. While that article was written from the marketing perspective, thought I would now talk about what sales reps and their managers can do to create a healthier and more productive sales environment. […]