Fear of Loss

Fear of Loss – Understand your customer’s pain points

  The CEO of a large international corporation was asked, “How do you select your professional advisors: lawyers, bankers, auditors etc? Is it their track record, industry expertise, technical know-how, product innovation?” The response was telling.  “I take all that as a given. In a world where products and analyses are commoditised, I look for […]

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How B2B Marketing Supports Sales Enablement

There is a lot of industry buzz around the term “sales enablement.” This is terrific because the marketing department should always be concerned about how it can help the sales department achieve its revenue objectives. But truth be told, there is a lot of confusion about just what sales enablement is and how it benefits […]

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How Marketing Can Double the Effectiveness of Your Sales Force

I was talking to a former colleague yesterday and she made the claim that as a marketer, she had no control over the sales process and little or any impact on revenue. Regardless of whether this is true at her particular company, B2B marketers should (and do) have substantial impact on sales revenue.  In fact, there […]

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The Four Pillars of B2B Marketing Success

The Pareto Principle as Applied to B2B Marketing According to our friends at Wikipedia, the Pareto principle (also known as the 80-20 rule and the law of the vital few) states that, for many events, roughly 80% of the effects come from 20% of the causes. As I mentioned in an earlier post, Pareto observed […]

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Bridge the Gap in B2B Marketing and Sales

When I reflect on the various talks and presentations I have done about B2B marketing and sales, perhaps my favorite is called How to Bridge the Gap Between Sales and Marketing. This is a subject that resonates with both the marketing and sales audiences, as well as CEOs and business owners. We may have some […]

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