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Crystal-balling Sales With Forecasting
Most marketers sit down every year to come up with a marketing forecast. Usually it’s used to justify budgets and to allocate resources for the coming accounting period. But as sales cycles become...
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3 Ways Online Content Marketing Can Do More to Enable Sales
During a recent content marketing event in Boston, a panel member posed the following question to the audience: “How many of you believe revenue is the ultimate goal of marketing?” While a number of...
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Buyer Procrastination? No Thanks
Plenty of people offer plenty of theories about what exactly selling is. Here’s my theory: Selling is about persuading someone to make a decision. Trying to sell a job in one call isn’t easy. You’re...
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Sales Get the Glory but Retention Gets the Gold
A salesperson at a software company is going to be celebrated internally and rewarded financially for landing a new 10,000-seat customer. How much reward goes to the team that keeps five or eight or 10...
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What B2C Can Teach B2B About E-Commerce
Nothing happens in a vacuum, so this is no surprise. Business-to-business (B2B) buyers shop online in their free time, taking advantage of quick and easy ways to research and purchase via the Web....
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The ‘Critical 7 Seconds’: Starting the Customer Conversation, or Ending it?
In the first seven seconds, your customer makes the first critical decision. Whether to keep listening, enter into a conversation with you, or end it right now. For marketers, seven seconds mark the...
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The Problem of Dirty Data and Why Every Sales and Marketing Leader Should Care
What is dirty data and why should we care about it? Bad data is like bad fuel for a car. Fuel that has lots of sediment combined with sugar in the gas tank will pretty much destroy the machine. Dirty...
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2014 Planning Metrics for B2B Marketing Leaders
The Holy Grail of 2014 Planning: Marketing Contribution as a % of Total Revenue. 2013 is the last year executives accepted activity-level results from marketing. CEO’s don’t accept activity reports...
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Five Sales Metrics You’re Not Tracking
Planning for 2014 requires a fresh look at the metrics that will determine success. As noted by my colleague Vince Koehler, Marketing has adopted new capabilities. These capabilities force Marketing...
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Are You Prepared For B2B User Demand Generation?
Frustrated personnel. Frustrated at not being able to do a better job. Frustrated at not being able to help customers. Frustrated at learning there are better ways but no plan in place to improve....
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