Is Your Buyer Segmentation All Wrong?

Traditional buyer segmentation focuses on demographic and firmographic attributes but what if there was a better way? Read how needs-based segmentation works.

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Sell Outcomes, Explain Methodology

Posted on August 4, 2015

One area I believe B2B marketers must improve to accelerate revenue growth is becoming customer-centric in their communications. In a prior post, I described the need for brands to develop a quantifiable value proposition that clearly illustrates how they help customers make money, save money, mitigate risk, or improve customer experience (and then demonstrate financial proof).  I argued that this is critical to initial engagement as we live ...

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The Best CMOs Have Carried the Sales Bag

Posted on March 16, 2015

I'm not sure about you, but I'm worn out reading articles over the past 2-3 years about how CMOs can't get along with CFOs, CEOs, and are struggling to deliver measurable value for their companies. Much of this hype is over-blown to attract eyeballs to blog posts and articles.  The fact is, CMOs (like any other executive) need to build cross-departmental relationships, encourage collaboration, and understand what their peers need in terms of ...

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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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