Content Marketing from the Pulitzer Perspective

Content marketing is often the only truly unique, differentiated marketing deliverable. Marketing changes fast – as soon as a marketer figures out a channel, a message or an audience, technology has made it effortless for competitors to replicate it. While imitation is flattery, it also makes the job of breaking through the noise harder andContinue reading “Content Marketing from the Pulitzer Perspective”

The Growth Puzzle – Your company is missing its forecasts

Is your B2B company missing its forecasts? Is that derailing strategic planning, board meetings and fundraising? My colleague, Philippe Bouissou, applied his 4 alignment axis model to the question of forecast accuracy, marketing attribution and the role of revops. His answer is misunderstanding of revops, false specificity in attribution and misalignment. The misalignment is betweenContinue reading “The Growth Puzzle – Your company is missing its forecasts”

Four Things the Best Marketing Leaders Know about Sales

The most important partnership driving growth for B2B enterprises is the one between sales and marketing. Partnerships with Customer Success and Product are critical as well for a subscription business (SAAS for example).  But if sales and marketing do not align, the friction can torpedo a company’s growth trajectory. Part two of this series, I’mContinue reading “Four Things the Best Marketing Leaders Know about Sales”

Six Things the Best Sales Leaders Know about Marketing

There is no more important partnership for a B2B company than the one between sales and marketing. These two functions drive much of the growth of the company in tandem with the product team. Their alignment must be exact and often, it just isn’t. The friction from misaligned sales and marketing slows the company, frustratesContinue reading “Six Things the Best Sales Leaders Know about Marketing”

How to Master Empathetic Selling

The short answer – be a human.  Be genuine. Be open. Be curious about another person. Empathetic selling starts with seeing the other person in the conversation without expectation or obligation. The long answer… 2022 (and beyond) will be the dawn of empathetic selling.  The most successful go-to-market teams (sales and marketing) will be knownContinue reading “How to Master Empathetic Selling”

Marketing Qualified Leads are Worse than Meaningless

If you’re a sales, marketing, or revenue leader, marketing qualified leads (MQLs) are stymying your growth. When running a go-to-market function, many teams break the client journey into three pieces: Marketing retrieves information on people in the market and pursues them, classifying these leads as MQLs if they engage. When an MQL exhibits some characteristics,Continue reading “Marketing Qualified Leads are Worse than Meaningless”

How to Create Effective Accountability

How do you hold people accountable to repeatably deliver business results? Every sales and marketing team I’ve led is characterized by camaraderie, energy, and results. They are highly accountable to each other, to me, and to the business. They take risks and implement innovative ideas, resulting in significant success over time. Many colleagues have askedContinue reading “How to Create Effective Accountability”

How to 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 “How to Guide Prospects along their Buyer’s Journey”