Moving Up the Relationship Hierarchy

You often hear marketing and sales pros talk about how to turn vendor interactions into meaningful relationships. I find it rewarding to work with our clients to implement strategies that move these relationships from being considered a vendor at one end, to a partner at the other. In some instances, the relationship will spend some […]

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How CEOs Can Improve the Value of Sales and Marketing Efforts

CEOs have likely already conferred with their leadership teams about how they will deliver sales- and marketing-fueled growth for this year and beyond. Yet while no successful leader submerges him or herself in the nuts and bolts, you must have a dashboard, even an informal one, for guiding your team, asking the right questions and […]

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Actions Trump Ideas in B2B Marketing and Sales

In his seminal book, Managing Oneself, my favorite business management guru/consultant Peter Drucker made the following observation: “For example, a planner may find that his beautiful plans fail because he does not follow through on them. Like so many brilliant people, he believes that ideas move mountains. But bulldozers move mountains; ideas show where the […]

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Are You a Dirt Road or Superhighway Marketer?

Companies have different objectives, work styles and temperaments. Unfortunately, what is needed to achieve marketing success often contradicts what the organization is willing or able to produce from a marketing standpoint.  Here are the five barriers that keep companies stuck on the marketing dirt road and keep them off the fast lane: Barrier 1: Fear […]

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Disturbing Marketing Trends

I just read an interesting article by Dillon Baker published in The Content Strategist.  It’s titled 13 Stats That Should Terrify CMOs . These trends should not only terrify CMOs, but also CEOs, CFOs and CSOs.  In fact, anyone with a “C” as the first letter of their title should be concerned.  You can read […]

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In B2B Marketing, Everything Counts

When my sons were in high school, I used to tell them that everything they did during their high school career counted. Not just their grades, but also their participation in sports and extracurricular activities would be seen and evaluated by future employers and especially college admissions people. Their performance in every class could mean […]

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Obsession with “Listening to Customers” Can Lead You Astray

How often have you heard that the secret to good marketing is to thoroughly understand everything you can about your customers: who they are, their demographics, attitudes, habits, etc. However, this belief, like so much of conventional wisdom, may not be entirely accurate. In fact, a relentless focus on knowledge about customers may even be […]

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Three Essential Content Marketing Practices

When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. I always found Bryant to be sharp, focused, and a person who is good at grasping and presenting the essentials of complex topics in a way that makes them useful to his readership. Bryant’s latest […]

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