Measuring Marketing’s Effectiveness in 2021

Uncertainties Around Marketing’s ROI Measuring marketing’s effectiveness remains a CMO’s top priority in 2021. Unlike almost every other part of operating a business, measuring return on marketing remains frustratingly squishy. The simple reasoning for this is that marketing professionals work with prospects and customers who are not totally “known”. For all the attempts to make […]

4 Strategies Group Benefits Providers Must Consider to Drive Growth

Our market intelligence team listened to 1,000’s of digital conversations this Fall around Open Enrollment to identify the top topics and themes that emerged. We combined this digital listening with client insights, competitive analysis, and our expertise to arrive at several key go-to-market themes that we believe will be critical to driving growth in the 2021 group benefits market, and beyond. An Industry Rocked to the Core As with many industries, COVID-19 has certainly […]

Six Go-to-Market Themes for 2021 Success

With 2021 underway, and the world appearing to be transitioning from the pandemic, we took a look at how certain market trends are crystallizing going forward. We identified 6 key market trends and themes for revenue leaders to understand and react to…

Digital Advertising 2020: A Lot More Quality Digital Eyeballs

Of all of the emergent phenomena that have occurred over the past nine months, one that hasn’t gotten much press is the dramatic increase in the supply of quality digital impressions. There isn’t a published source measuring this very real metric—it has to be triangulated between total impressions, e-commerce sales, click-through rates, and prices—but marketers across many categories know that digital marketing is killing it right now…

Levers for Disruption: How Incumbents Can Compete Against Fintech

The history of fintech (financial technologies) may be rightfully traced to 1915 with the advent of wire funds transfer via telegraph and Morse code. The ensuing confluence of technology, digitization, and globalization throughout the twentieth century revolutionized all aspects of global financial systems…

Be Bold and Innovate Your Sales Enablement

When it comes to the impact of COVID-19 on sales channels, we’ve seen startling data on the short-term shift in channel usage by both sellers and buyers. Traditional FTF and inside sales channels have taken steep hits in usage — dropping by over 30 percentage points in some instances — which has affected direct and indirect sellers alike. For Sales Enablement teams, this presents an immediate challenge and frankly a mad scramble to upskill 1,000s of sellers on digital selling capabilities…

The COVID-19 Catalyst: Brick-and-Mortar Retail’s Future 

(Part II of the Hammer and the Dance Series)   I started writing this post as a sequel to the “Hammer and the Dance” post about health care. This one is focused on retail. As soon as I started writing it, the scope expanded significantly. I’ve been doing a lot of work on retail strategy for the past […]

Partners in Peril: 5 Strategies for Channel Adaptation

In 2019, Forrester stated that the indirect channel was transformed more in the previous 18 months than the almost 40 years preceding – combined.  And according to a recent Accenture survey of channel professionals, 76% think the channel will be unrecognizable in the next 5 years. We have identified 5 key actions channel leaders must consider now to ensure the health and success of their partner ecosystems in the coming years…

Are Geographic Sales Territories Dying?

As the COVID impact increases remote working, virtual conference calls, and online purchasing, sales leaders need to be asking a simple question: Should we actually eliminate geographic territories? The simple answer is “No, but…..”.  We all must recognize that for >100 years the entire DNA of the sales profession has been based on geography.  Whether business-to-business selling, wholesale distribution…

Executing Customer Retention in Times of Disruption

We are living through an era of ‘what’s old is new’ as it relates to retention. While executives have always understood the value of keeping loyal customers, massive market transformations have raised the stakes and forced what often was a behind the scenes ‘autopilot’ type of effort to a critical front and center strategy. Retention efforts without customer data and insights fly blind, and the best data and insights are useless if not linked to prescriptive retention execution plays…