Guide Prospects along their Buyer’s Journey

If your website demands prospective customers sign up for a call or demo before you answer their key questions, you’re pushing buyers away. Buyers don’t arrive at a website asking themselves, “Should I buy this product?” They arrive asking, “Does this solve one of my pressing problems?” Too often, websites push prospects toward a callContinue reading “Guide Prospects along their Buyer’s Journey”

5 Signals of Optimized Growth Potential…

If your company is only measuring growth in ARR, it isn’t effectively measuring its growth. Revenue growth is the cornerstone of business success. Your revenue growth rate is your momentum, powering your perception in the market, including your ability to raise money and attract employees. If your growth is suboptimal, people and money are moreContinue reading “5 Signals of Optimized Growth Potential…”

Don’t Drown Customers in Complexity

In go-to-market messaging, complexity is bad. During a sales meeting, the statement “our product is complex” should raise red flags. You shouldn’t buy from a complex business nor should you sell a complex product. Complexity requires time and effort to understand and incorporate, drastically diminishing a product’s value.  Companies arrive at complexity when they failContinue reading “Don’t Drown Customers in Complexity”

Alignment is a Verb

Alignment is the most important work of leaders. The moment when a team is aligned, all its members work in tandem. Well-aligned teams free up time for leaders to focus on company growth and individual development instead of putting out internal fires. Change is constant and so is the effort to align – well alignedContinue reading “Alignment is a Verb”

Urgency: The Difference between a Sale and a Fail

Among prospective customers, urgency is the difference between a sale and a fail. Many people incorrectly assume selling requires creating urgency in the prospective client’s mind. This mindset is both hubristic and harmful: Manipulating someone into altered priorities is a speedy way to make them resent you. In subscription sales, especially, it’s a recipe forContinue reading “Urgency: The Difference between a Sale and a Fail”

Top Four Concerns about GTM Flow

While GTM Flow certainly sounds like a desirable state, achieving it may sound challenging. For the subscription businesses I help, the most common concerns are: “We don’t have time.” “We don’t have to fix our entire process. All we have to do is…” “We already understand our success based on [x] metric.” “Even if weContinue reading “Top Four Concerns about GTM Flow”

GTM Flow: The Optimal State for Subscription Businesses

For enterprise subscription businesses, go-to-market flow is the paragon of operational efficiency. When you achieve it, every part of the business aligns, accelerating employee satisfaction and company growth. Anyone who has experienced go-to-market (GTM) flow remembers it as their most satisfying work experience. In a frequently chaotic and anxious business culture, flow feels safe andContinue reading “GTM Flow: The Optimal State for Subscription Businesses”

10 Unexpected Ways to Fix your B2B Demand Gen Problems

Every founder, early-stage investor and growth executive focuses on the size and growth of their business. Often, these same people are looking for experts who can “fix” the demand gen problem which is usually 25% demand gen and 75% deeper problems. I call this the demand gen iceberg . True demand generation problems are overwhelminglyContinue reading “10 Unexpected Ways to Fix your B2B Demand Gen Problems”

Agile SAAS Enterprise Marketing Metrics

The day started with the social media team excitedly sharing that they were achieving their impressions target and earning 600 clicks per week.  They reported, proudly, that they were achieving their KPIs (key performance indicators). That’s when the COO noted that in spite of 600 clicks, no one completed registration – so those accomplishments wereContinue reading “Agile SAAS Enterprise Marketing Metrics”

The secret of sustainably agile teams

Business wants everything to be agile. Agile marketing. Agile development. Transform to be more agile. At Harvard Business School, companies spend significant funds teaching their people “agile.” Often this starts by understanding the concepts of agile development (such as the Agile Manifesto) with clear stories, small scrum teams, short sprints delivering software every two weeks,Continue reading “The secret of sustainably agile teams”