How to Take an Omni-channel Approach to Sales Enablement
Sales Enablement
Today’s typical buyer journey was best described as, “…a big bowl of spaghetti,” at the Gartner Sales and Marketing Conference in Las Vegas. Thanks to constant innovation in digital and mobile technology, buyers now have the freedom to self-serve by researching information online and engaging …
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2019: Eliminating Go-to-Market Friction in FinServ
Other
I had the opportunity over the Holidays to reflect a bit on our Financial Services client experience over the past year, and to think ahead to some of the key industry Go-to-Market challenges we see for 2019. I went through our blogs for 2018 to …
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AWS Goes After Data Center Providers. How to Fight Back
Other
At the AWS re:Invent conference a few weeks ago, AWS CEO Andrew Jassy made a major announcement outside the norm for the public cloud behemoth. Jassy said AWS would begin taking on traditional data center hardware vendors with its on-premises service AWS Outposts. One response …
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How Sales Content Can Create a Consistent Experience for Tech Buyers
Sales Enablement
Every organization understands the importance of offering consistent products and services, but most don’t understand the role content can play in delivering a consistent customer experience. Consistency encourages regularity and reliability, which in turn makes customers feel safe and open to building a long-term relationship …
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Growth Planning: A Three-Part Model for 2019 and Beyond
Other
“Where will our growth come from over the next three years?” Every strategic planning cycle should start with some variant on that question. What sounds simple is in fact one of the most complex and fraught decision executives have to make, year after year. In …
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Using Digital “Intelligence” To Source Vertical Opportunities
Market Insights
NOTE: This is part of a blog series entitled, “The Six Chapters of the Social Insights Story.” You can read the intro here. All of us know what it’s like to drive at night in a dense fog. Given the obscurity and lack of clarity in front …
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Why (and How) PE Firms Focus on the “Last Mile” of Sales & Marketing
Other
Private equity firms have changed the competitive landscape of every industry. From funding private companies with disruptive technologies (e.g. Uber) to taking legacy public companies private (e.g. Dun & Bradstreet), PE-backed competitors focus on creating breakthrough go-to-market strategies….quickly. But do PE-backed leadership teams view Sales …
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The “Climate Change” of B2B Payments
Other
A recent Gallup Poll showed that while a majority of Americans believe in man-made climate change, it is only a minority that believe they will personally be affected. While there are significant variations along political lines, an average assessment found that only about 45% of …
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Winning in the Coming B2B Payments Revolution: How Financial Institutions Can Avoid Disintermediation
Other
The SMB B2B Payments market is heating up as the digital revolution continues to ripple through the Financial Services marketplace. The B2B payments market for the Small and Midsize Business segment (up to $1B in revenue) is expected to grow to $9.06 Tr by 2020 …
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How Microsoft Just Added Fuel to its LinkedIn Fire to Take Down Salesforce.com
Other
It may be too late to declare “let the battle begin!” between Microsoft and Salesforce.com to own the hearts and minds of sellers and marketers across the globe, but the rivalry may have just quietly entered a new and epic Clash of the Titans phase. …
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Big Data’s Big Problem
Other
There’s a common myth inside the discussion about the earth’s natural resources, namely that we run the risk of exhausting them. But a simple research of the matter quickly dispels this. We do not run the risk of “running out,” of our resources, but instead …
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Creating a Consistent Customer Experience with Sales Content
Content Marketing
Every organization understands the importance of offering consistent products and services, but most don’t understand the role content can play in delivering a consistent customer experience. Consistency encourages regularity and reliability, which in turn makes customers feel safe and open to building a long-term relationship …
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How Mature is Your Market Intelligence Model?
Market Insights
Recently, our DigitalPulse team attended the Netbase Live 2018 conference in New York. We participate in events like this as part of our ongoing commitment to our clients to stay on the leading edge in the field of digital listening and intelligence. The event saw a diverse mix …
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The Promise of the Marketing Data Platform
Other
A relational data warehouse built with standardized schemas, loosely coupled to source systems, and extended to meet a company’s unique requirements.
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The Last Mile Problem: 7 Steps to Closing the Insights-to-Outcomes Gap
Other
Changing front-line behaviors with data-driven insights will be critical to realizing the benefits from your investments in analytics. It’s harder than you think! Perhaps you are one of those companies in the CMO Survey that is planning a 218% increase in analytics spend over the …
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FinServ Digital Transformation: It’s All About the Data
Digital Sales
CEOs and their leadership teams in FinServ companies—from banking to insurance to credit—are moving on to the next wave of digital transformation: data strategy and execution. While every company is at different stages of digital maturity (as are individual BUs and functions within each company), …
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Help Wanted: IoT Roadmaps Needed!
Other
The old adage “You can’t get there from here” is an expression that suggests a destination can’t be reached without extensive, complicated directions. Now imagine how much more frustrating it would be for the person seeking directions if they didn’t even know where “here” was, …
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Cross-Selling is an Endurance Run, Not a Sprint
Cross-Selling
This month, Chase Sapphire signaled a new strategic focus on cross-selling with a lucrative 60,000-point signup bonus for customers opening a new Sapphire Banking premium checking account. In addition, the offer includes special VIP access to Sapphire lounges at concerts, sports and special events as well …
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The Critical Path Ahead for Tech CMOs
Marketing Operations
It’s here. The 21st CMO Survey is out and it gives us the opportunity to lift our heads up from our day-to-day work with our Technology clients and understand CMOs’ perspectives on where they are placing bets on growth and where the greatest risks of …
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The Opportunities and Challenges of Marketing Analytics for FinServ Firms
Marketing Analytics
The arrival of the 21st CMO Survey in our inbox prompts us to lift our heads up from our day-to-day work with Financial Services clients and to think retrospectively about where the industry has come in the last year. It affords us an opportunity to …
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Thoughts on the Microsoft-SAP-Adobe Open Data Alliance
Other
This week, Microsoft, SAP, and Adobe (I’ll call it the MAS alliance moving forward) announced an “Open Data Initiative” or ODI. The general consensus is that this is a competitive response to the increasing domination of Salesforce.com in the CRM and marketing technology space, whose …
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Building Data Intuition for Marketers
Other
The more I interact with seemingly sophisticated companies who fat finger their attempts at personalization, the more I appreciate the efforts of companies who really get me. You would think I’m referring to the independent corner coffee shops, but it’s when a behemoth enterprise somehow …
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Beware of False Profits, Which May Come to You in AI clothing
Marketing Analytics
With all of the hype around AI, don’t overlook the importance of Human Intelligence to ensure your analytics efforts are addressing the right problems
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Measuring Return on Analytics
Marketing Analytics, Marketing ROI
The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics/data science (I use the terms interchangeably), and is written as such. While these concepts should absolutely be useful for executives …
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Six Early Go-to-Market Trends and Tips for 2019
Other
With 2019 just a few months away, it’s time to talk about a few clear trends that will have substantial impact on how leading firms go-to-market in 2019. For 25 years, we’ve been fortunate enough to work with top brands and senior executives to identify …
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