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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 […]
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 […]
If you are facing stagnant or declining sales on one or more products and services, it may be because the way you are either packaging or pricing (or both) is not resonating with your prospects and customers. No matter how well you think you are doing, it never hurts to take a fresh look, not […]
I was delighted to spend about 30 minutes doing a video interview with John Golden from Sales POP! Online and Pipeliner CRM. We had a great conversation about marketing and sales alignment and some of the things I’ve learned about how to improve this for B2B companies. You can watch the interview here, or read […]
Big league pitcher Lefty Gomez is more famous for saying, “I’d rather be lucky than good”, than for the quality of his pitching. Unfortunately, many marketing and sales professionals have this same attitude. More than once, I have succumbed to the wish for more luck when in truth, it was something else I needed. A […]
As a marketing and revenue growth consultant, I often work with companies that are not the industry leader in revenue, market presence or other factors. For many, going up against competitors that have large customer bases and huge marketing and R&D budgets can be daunting. However, there are several upsides to being the challenger to […]
You can read lots of articles and white papers about the various technology options – CRM, marketing automation, sales enablement etc., but in my experience, unless you get the processes right, even the best people and technology will just help you fail faster and more expensively. This is why we always recommend that our clients start with […]
If you decide to go with either a pure- or a hybrid-channel sales model, make sure you create the best foundation for success. You don’t have to do everything yourself. Channel recruitment and management are highly specialized, and there are companies that can handle parts of this process, including channel program setup, reseller recruitment, vertical […]
To complete a purchase, businesses require an estimated 6.8 stakeholders to approve — an increase from an average of 5.4 stakeholders in 2014, according to Harvard Business Review. That is why many companies must learn as much as possible about prospects in high-potential accounts and use the principles of account-based marketing (ABM) to target them accordingly. […]
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 […]