Demand Creator

Are You a Demand Creator or Demand Fulfiller?

Is the primary purpose of your company and its products and/or services to create demand or fulfill demand? Perhaps you have never been asked this question. Perhaps your answer is: “I’m not sure.” In either case, let’s fix this, shall we? To be successful, demand creators should have a different marketing and sales strategy than […]

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are you ready for 2019

Are You Ready for the New Year: Critical Marketing and Sales Planning Questions

As a marketing/sales leader or company executive, you probably don’t have the luxury of divorcing your mind from business during the holiday period. You know that 2019 will be here in a flash and you need to take steps to ensure that you enter the new year primed for focused activity and optimized results. Following […]

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B2B Product Differentiation Strategies – The Value Hierarchy

Cure Underperformance and Build Value by Traversing the Business Value Hierarchy Why Review Your Value Hierarchy? It is time to analyze your position in the Value Hierarchy when you have: Customer pressure to discount pricing Lower sales-close rates Higher lead costs Eroding market share If your company is struggling to differentiate products and services to […]

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Marketing Diagnosis

The Right Diagnosis is Crucial for Marketing and CX Improvement

A B2B software client was facing declining quarter-over-quarter sales. Their answer was to hire two additional sales reps. Unfortunately, the new reps were expensive and did not get the revenue back on track. After an analysis of the competitive landscape, we diagnosed the issue as a packaging and delivery problem. The company was selling permanent […]

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Agile Marketing

Agile Marketing: Five Tips To Do It Right

Agile marketing makes marketing departments more effective by using agile software principles that allow marketers to move faster in response to customer-centric needs. Agile marketers work in sprints — focused, one- to two-week projects — under a scrum master in cross-functional teams. In our practice, we have found the fail-test-succeed iterative nature of agile to […]

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