GTM Strategy Requires Deep Understanding of Buyers On Thursday, December 8, I will be giving a 45-minute talk on the importance of understanding buyers today to meet GTM Strategy challenges in a post-pandemic world. It is a pleasure to accept this invitation from BrightTALK and TechTarget. Two supporters on the need for insights and the …
Join Me For a Talk on GTM Strategy in a Post-Pandemic World Read More »
Commercial and Political Responses Must Resolve to Stop Russian Aggression Nearly ninety years ago, we saw a forceful head of state annex what he called “homeland” territories. Made sham promises to countries such as England. Invade countries under false pretexts such as Czechoslovakia. The threatening clouds of his real designs were visible yet deemed as …
The World Must Respond Commercially and Politically to Threats Against a Free World Read More »
Buying Decisions Are Affected By Intensified Buyer Activism Sentiments During the past decade, we have seen a significant rise in consumer activism. And that has translated to a rise in both brand activism as well as shareholder activism. We have seen consumers changing buying behaviors with their pocketbooks. Refusing or boycotting certain brands due to their social or …
Businesses Will Need To Reassess ESG Stance Beyond Just Environment The Russia-Ukraine conflict is ushering in a new world order of business. While our eyes were focused on whether we will enter a post-pandemic or an endemic way of handling the COVID-19 virus, another tectonic shift was happening. It happened this past week with the …
The Significance of ESG in a New World Order of Business Read More »
Business Leaders Will Need To Account For Ongoing Uncertainty The conflict resulting from the Russian invasion of Ukraine has heightened concerns on many fronts throughout the world. We are witnessing political, humanitarian, economic, trade, globalization, and governmental impact. The attempt by Russia to overthrow Ukraine’s leadership and bring the country into its’ sphere is intensifying …
B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-Centricity Even though the business world is experiencing tumultuous change, B2B’s structure and governance are still very much fragmented. Hierarchy dominates. Functions and departments are represented by an elevator button. Stop at a reception desk of a typical multi-story B2B corporation headquarters, you are likely …
From Fragmented to Unified Insight-Driven Buyer Strategies Read More »
B2B Buyers Will Endure Ongoing Challenges Ahead From an overarching perspective, some industries have enjoyed a robust recovery coming out of the pandemic while others are still in a slow slog. In engaged B2B buyer research I have been conducting, there appear to be strong headwinds ahead for buyers to contend with. Inflation will only …
Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived from a place of deeper understanding. In today’s business climate, the right to gain this deeper understanding must be earned. For leaders, it is easy to say to their teams …
Why Earned Buyer Insights Are Vital to the Future of B2B Marketing Read More »
B2B Sales and Marketing Executives Need To Adapt to Digital B2B Buying I recently read a thought-provoking article on the future of B2B buying by Brent Adamson, the author of the Challenger Sale and The Challenger Customer. Brent also serves as Distinguished Vice President for Gartner. He has been one of the brightest thinkers when …
The Future of B2B Buying is Closer Than We Think Read More »
Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of Change The world continues to evolve. The pace of change like it has never been. Certainty and predictability are illusory in nature. What we have learned, in the past two years especially, is that buyers’ goals and behaviors are undergoing constant change. As are …
