In the world of startups, product-market fit is key to success. It’s the process of matching a product or service with a target market that has an urgent need for it. And no one understands this better than Figma. This tech company had early success by targeting other start-ups. The urgency driver was almost alwaysContinue reading “Need Product Market Fit? It’s all about Urgency”
Category Archives: Marketing
Focus On Your “wallet Share”, Not Your Product
While founders are told to prototype quickly and launch fast, two-time unicorn founder and expert engineer, Ashutosh Garg, suggests that the fastest path to success is to maximize wallet share and build after you know what sells.
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”
5 Steps to make your Executive Sponsorship Program Soar
Executive sponsorship programs are compelling and necessary for strategic partnerships – and surprisingly hard to build and scale. Follow these five tips and guidance to create a program that works.
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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”