Eighteen years ago we wrote a bestselling book on Go-to-Market strategy. Almost everything in that book is now totally obsolete. The Channel Advantage (Butterworth-Heinemann, 1999) outlined how to build and manage multiple sales channels from field sales to inside sales to channel partners to e-commerce. It was — and unfortunately still is — used […]
By now, everyone knows that cross-selling (including upselling/cross-selling a new product) is an unbelievable source of profitable revenue growth. Yet, there is a challenge. To be successful, a cross-sell sales play or marketing campaign must provide highly targeted, very tailored offers to each prospect. “Carpet bombing” (oversaturating) existing account buyers and prospects with company-specific messaging […]
Cross-selling is the fastest, most profitable path to incremental revenue growth, period. With existing accounts and existing buyers, companies already have contracts in place, relationships established, and the data needed to identify new revenue opportunities. Assuming a vendor only has a 30% share of the total addressable market (TAM) in an account, attaining just 5% […]
Ok, forget the lofty title. The last thing most companies need is another new C-level position. Nevertheless, every company from a Fortune 500 titan to a 20-person law firm needs the equivalent of CAO. Why? And what is the role of a Chief Analytics Officer? Here is the unspoken fact: the data analytics “knowledge gap” […]
Image: Hunter Haley As both topics of AI and Facebook data usage gain greater attention from the media, customers, investors, and regulators, it’s time for CEOs to get deeply engaged in an Applied Analytics Strategy. So what is an Applied Analytics Strategy? Applied analytics is about the strategic use of data for decisions within a […]
Get ready for the disruptive change coming to Sales & Marketing budgets… Most B2B revenue funnels are built under the assumption that 99% of sales and marketing efforts are wasted on leads that never close (Forrester). Many companies have built expensive “demand waterfall” management software systems, processes, and large staffs, that cycle through 199 dead-end […]
As nearly every company aspires to have recurring revenue business model, investors and analysts are increasingly focused on two “magic number” metrics: ARR/CAC and NRR. More importantly, every Sales & Marketing executive and employee should be fully aware of these numbers. Customer Acquisition Payback (ARR/CAC): Customer acquisition effectiveness is increasingly being measured by expected Annual […]
For most companies, go-to-market plans and quotas for new 2017 products are just being finalized. The question now becomes “how can you make sure these products are successfully pushed by your sales channels?” Sales reps – whether they are in inside sales, field sales, or channel partners – need to answer two key questions to […]
The demand for “big data” and “big content” to better acquire, retain, and cross-sell B2B customers is growing rapidly. Since 2010, most B2B companies have made significant investments in four core types of customer engagement platforms: CRM (e.g. Salesforce) Marketing automation (e.g. Eloqua, Marketo) Content management (e.g. Adobe) Social media (e.g. Linkedin) These platforms have […]
There is no better way for B2B organizations to drive growth than through selling to their existing accounts. Despite the potential returns, most organizations leave this strategy almost entirely in the hands of their sales teams without putting the rigor and discipline to be really successful. Unknowingly, they are leaving a huge opportunity on the […]
