Does Marketing Now Own the Majority of the B2B Sales Cycle?

Posted on October 12, 2015

Having led both Sales and Marketing organizations, I am in a unique position to be able to comment on a shift in the way we think about the sales process.   Conventional wisdom says Sales organizations own the sales process -- or do they? Over the past five years, we've all seen a steady stream of posts by experts such as Lori Wizdo (Forrester Research), Kathleen Schaub (IDC), Tiffany Bova (Gartner Research), and others that have documented ...

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Selling Value (Instead of Price) Requires a Value Proposition

Posted on March 3, 2015

Today's sales and marketing professionals are under increasing pressure find, engage, and close more prospects than ever.  While the amount of digital information available to B2B buyers has increased, their attention span for truly reading it has decreased. This means that more brand/product information is being processed in a smaller amount of time -- so buyers are skimming content and relying upon short-cut sources (peers, customer, influe...

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The Missing Link in Sales Enablement

One of the most popular focus areas for companies seeking to accelerate revenue and profit growth is sales enablement. Depending on the definition you embrace, the idea is that smart companies equip their customer-facing staff with the necessary buyer insights, narratives, and sales collateral/tools to engage in meaningful conversations with buyers and customers to progress the dialog toward a sale. For many companies, it's been like a gold ...

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Why Sales Silos Don’t Work

Posted on January 8, 2015

A few months ago, I was on a flight to visit with a globally-respected company that owns a portfolio of branded technology service companies. I had scheduled a meeting with the CEO of one of their portfolio companies to get to know each other and to exchange ideas for how they can grow a segment of their business advisory services targeting CMOs.  Specifically, I had piqued the interest of a couple of the company’s executives by showing them ...

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Sales Qualifying: Give It To Me Straight

Recently, I began receiving a monthly opt-in email from Bronson Ma Creative that is a funky quick read entitled "eTip" and it's a great medium for soliciting insights from professionals in branding, communications, and other specialty marketing areas. This month's eTip featured a piece by Maura Schreier-Fleming that talks about things that you don't want to hear in a sales meeting.  What I really liked about the piece was that it reminded me ...

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Increasing Sales May Not be Related to Selling

This post is going to raise an interesting point that has been alluded to by recent marketing authors such as Dave Evans in various marketing publications, but is probably not being trumpeted loud enough across all marketing circles: declining sales may not be a sales problem after all -- it might be something else. It's too easy to conclude your distribution channels are the primary source of rising (or falling) sales .   Sure, they play a ...

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