We each have our own ways of setting goals and resolutions. Like many of your peers, you may do this exercise at the beginning of the year. Perhaps you are someone who sets and monitors goals on a periodic basis, with no set pattern. Or, you could be one of those who eschews the whole […]
When it comes to driving revenue growth, just as tactics follow strategy, proper action follows the right mindset. And the right mindset starts by replacing “I’ll try” with “outcome-based” marketing and sales. As the person responsible for hitting the revenue target, you simply cannot accept statements like: I’ll try to find you the information you […]
To be successful at growing B2B revenue, you need to first define the scope of the challenge. Sometimes you go to the doctor with an issue, and he or she says something like, “You need to lose a few pounds, so cut back on the sugar.” At other, less fortunate times, your doc may say […]
To guarantee or not to guarantee, that is the question. In my experience, the benefits of a performance guarantee usually outweigh the disadvantages. A guarantee promises a measurable improvement for a client — for example, the amount of cost savings or increase in B2B revenue that will be achieved by using your product or service. […]
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 […]
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 […]
Since the early days of B2B marketing and sales, marketing VPs have been asking that puzzling but oh-so-important question: “What in the heck does sales want from us anyway?” And the problem is, the sales department sometimes doesn’t know what it wants — or it changes what it asks for on some seemingly random basis. […]
Every day it seems that another business I deal with violates the principle of making it easy for prospects to buy. Roadblocks are thrown up where none are necessary and the buying process is often stopped dead in its tracks. Remember that buyers make the decision of whether or not to purchase based on the […]
Marketing is a serious subject at most companies. After all, the marketing department is only one step removed from the sales department and revenue generation—the lifeblood of all businesses. As one of my favorite CEO’s was fond of saying, “Revenue covers a lot of other sins, but a lack of revenue causes all sins to be exposed.” […]