During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers. Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and …
How the world has changed. Yet, how things remain the same. One thing remaining the same is the gap. And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap. You see, they have a gap between what is …
Month after month, Chief Marketing Officers (CMOs) are confronted with a question. It is a powerful question. If answered with accuracy and in-depth understanding, it can make a profound difference. So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to …
In B2B companies, new account acquisition is an important strategy. Perhaps as important, if not more, is growing the share of business from accounts. This is where the power of marketing and sales coordination can make an impact. Shaping Account-Based Marketing, the concept of marketing to one entity, into a new powerful force. Not the …
3 Pillars For Elevating Account-Based Marketing (Using The Persona-Based ABM Strategy) Read More »
One of the must have competencies in the future of B2B is buyer predictability. Without it, there will be an inability to anticipate how to help buyers and customers. Creating the undesirable position of being old news. Scenario Planning Scenario planning, as a strategic tool, has been around for a while. It is used in …
Use Persona-Based Buying Scenarios To Improve Buyer Predictability Read More »
For tenured B2B Chief Sales Officers, the world of sales – as they know it – is undergoing its most dramatic disruption in the last 50 years. What worked before no longer works now. Sales organizations are under constant assault by both internal forces and buyers. The demands and expectations of buyers and internal leaders …
5 Steps B2B Chief Sales Officers Must Take To Survive The B2B Buyer Revolution Read More »
Unlocking true customer insight into buying behavior in the digital age has become important to staying one step ahead of your competition. Yet, many organizations today lack people with the attributes, skills, education, and experience which are required to unlock deep and profound customer insights. Many Chief Marketing Officers face this same dilemma with content …
Why Should We Use Third-Party Qualitative Research for Buyer Persona Development? Read More »
Since 2003, the role of the Chief Customer Officer has gone from numbering under 30 to numbering in the thousands today. While still new and evolving, this role holds promise for significance in building true customer-centric businesses. An interesting development during the past ten years is counterintuitive. The role sounds logical for large enterprises. According …
Should the Chief Customer Officer Be The Hub for Buyer and Customer Insights? Read More »
The issue of Marketing and Sales Alignment has been raging on for several years. We have heard all kinds of reasons why. From sales not receiving support they need, to marketing believing sales is not following up on its leads. We have also heard we have to align with customers and buyers. I agree. I …
Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge Read More »
On the minds of most executive leaders for B2B organizations is two pressing objectives. They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end. At the most basic level, it …
