I am certainly not the only one who can say that the last couple of weeks have been among the most interesting of my career. While the origin of the expression “May you live in interesting times” is unknown (often attributed to the Chinese), there is agreement that it is considered more of a curse […]
In Deloitte: The Future of B2B Sales is “Experience Selling, Bob Thompson relates a discussion he had with Harry Datwani, a Principal at Deloitte Digital about his company’s research on the B2B buying experience. According to Datwani, the study was conducted because the B2B buying process is changing rapidly — driven by customers/buyers. The report notes […]
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 […]