B2B Buyers are Changing How They Buy; Are You Changing How You Sell?
B2B Customers have clearly changed how they conduct their buying process. Their expectations have changed as it relates to their process of evaluating product or service options, self-educating, participating in decision making groups, and ultimately deciding on and making a purchase. Customers now spend significantly …
Read MorePart 2 – Segmentation Must Be The First Step
The Ultimate Guide to the New Buyer’s Journey – Part 2: Does Your Segmentation Lead the Way? Part of the power of the new buying behavior is the opportunity associated with the millions of touchpoints which customers make with your online platforms. This data (when …
Read MoreHow to Achieve Success with Social Selling
In a recent article, Forrester Research notes that the goal of social-to-sales efforts should be “to see how well social is driving customers toward the actions that create value for your company,” as opposed to just collecting Likes, Followers or +1s. Whereas the early days …
Read MoreGet Better Reporting: Put the “Intelligence” Back Into Your BI Solution
Does your current business intelligence (BI) solution really support your business processes by enabling you and your team to draw intelligence and actionable insights from marketing and sales activity? For most organizations the answer is “No”, making the “BI” moniker a bit ironic. Most organizations …
Read MoreWhat Is the New Buyer’s Journey?
The Ultimate Guide to the New Buyer’s Journey – Part 1: What is the New Buyer’s Journey? We’ve all seen the stats from Gartner and Forrester by 2020, more than 80% of the buying process will occur without any direct human-to-human interaction. As a result, …
Read MoreCold Calling is Far From Dead
Type “cold calling is dead” into a basic Google search and you receive over 50,000,000 search results. Many of which are provocative thought pieces around the shift in buying behavior and how technology has made the cold call obsolete. I agree that cold calling has …
Read MoreWhat is Digital Sales Coverage?
If you haven’t yet heard the newest buzzword in Sales and Marketing, be prepared to hear it a lot in 2014. So, what is Digital Sales Coverage? Before we define it, I find it helpful to think through the changes in commercial models that led …
Read MoreThe Key to Channel Engagement: Help Your Partners Help Themselves
It’s a new era in channel engagement. If you are a company that relies on a third party to sell and support your products and services, then you have noticed that your world has changed, and…you are not alone! Your partners face the same challenges …
Read MoreDon’t Cast A Wide Net, Build the Pond: Taking the Long-View in Customer Engagement
“Fish Where the Fish Are Swimming.” It’s an old, oft-referenced axiom in Marketing. In essence: don’t waste your time casting a wide net. Focus your energy on finding where your customers are, and engage them in the perfect moment to hook and reel them in. …
Read MorePart 7 – Lead Scoring is the Key to Sales Productivity
The core element in creating marketing and sales connectivity is the effectiveness of the lead management and lead qualification processes. Organizations cannot establish trust between marketing and sales if the lead hand off process is broken or ineffective. Marketing must have the ability to qualify …
Read MoreThe New Sales Coverage Model – Using Digital & Data to Drive Productivity
In an earlier blog post I discussed an emerging trend we are seeing when we engage with sales and marketing leaders to discuss how their businesses are changing in order to align to new customer buying behaviors. This new trend is a shift in the …
Read More10 Critical Steps to Successful Sales and Marketing Content Alignment
When organizations think of sales and marketing alignment, one of the main things they often focus on is demand generation. Additionally, content has grown as a critical component in successful selling, so companies must now take steps to align around content as well. It is …
Read MoreWhy Isn’t Sales Following Up On Our Leads?
A little over a year ago I was asked to assess the lead generation-to-close process of a large, global enterprise company. Marketing told me that despite their best efforts, with marketing automation the company revenues were not growing as projected. But that was not all. …
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