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The CEO's Role as Champion of the Unified GTM Operating Model
| Executive Takeaways |
| The CEO must be the architect and champion of the GTM model — not its operator. |
Beyond Lead Gen: How CEOs Can Leverage Marketing for Sales Performance
Wed, Mar 27, 2024 — In today's competitive business environment, a highly skilled and empowered sales force is essential for driving revenue growth. However, the effectiveness of sales training alone is limited without consistent support and reinforcement. This is where the collaboration between the sales and marketing departments becomes crucial. It's imperative to recognize that marketing and sales are not isolated functions but interconnected components of the business success equation.
Avoiding Random Acts of Marketing: Five Essential Strategies
Wed, Mar 20, 2024 — Ever wonder why some marketing initiatives crash and burn despite leadership oversight? The culprit often lurks in one fatal flaw: random acts of marketing. In this article, we delve into five indispensable strategies for dodging these missteps and the dire consequences that follow when marketing lacks a solid game plan.
Cybersecurity In The Age Of AI
Tue, Mar 19, 2024 — There is considerable media attention on how Artificial Intelligence (AI) has accelerated in usage and is now permeating all aspects of our lives. Cybersecurity is no exception.
Boost Your Sales with Effective Cross-Sell and Upsell Strategies
Mon, Mar 18, 2024 — In today's highly competitive market, businesses must have a cross-sell and upsell strategy to boost sales and revenue. By offering customers additional or upgraded products or services that complement their original purchase—and presenting them at the right time during the buying process—businesses can take advantage of customer interest and increase the average transaction value.
Phoenix Rising: Reinventing B2B SMBs in the Fires of Disruption
Tue, Mar 5, 2024 — Certain dynamics can make a CEO think more than twice about how to ensure their company is not “left behind” like archaic brands of the past. Remember BlackBerry? Blockbuster? Yahoo? Their riches-to-rags stories reveal that these companies did not stay agile, ignored market warning signs, and found themselves severely impacted or bankrupt.
Navigating the Choppy Waters of Recession: A Healthcare Marketing Survival Guide
Thu, Feb 22, 2024 — As the dark clouds of economic recession gather on the 2024 horizon, healthcare companies must brace for the choppiness ahead. It's no secret that the healthcare sector, once deemed recession-proof, now faces the stark reality of financial strain, with more than half of hospitals already operating in the red. This alarming statistic not only signifies the urgency for change but also beckons a strategic pivot in how healthcare entities approach marketing.
Listening with Eyes Wide Open: Harmonizing Voice-of-Customer and AI Insights for CEO Success
Wed, Feb 21, 2024 — In my experience, growth successes and challenges almost always have some foundation in voice-of-customer (VoC). That’s a sweeping statement, but as a CEO if you lack up-to-date insight into what your customers want and need, how they anticipate that changing, and how they think of your brand, your offerings, and your competition, you may be running your company with your hearing impaired. As someone who uses hearing aids, I know I need to wear them and look directly at a speaker, or I miss information and must make guesses to fill in the blanks. That invariably slows me down and leads to misunderstandings and errors.
Forecasting the Best Impact on Your Marketing Dollars
Thu, Feb 8, 2024 — With the 2024 U.S. presidential election approaching, Americans are once again keenly interested in predicting outcomes. Techniques for forecasting election results using punch cards and early computers were developed in the late 1960s. Today, the use of AI has significantly improved our ability to predict election results and tabulate them accurately. Interestingly, the principles of forecasting elections and projecting the impact of marketing dollars in the business world share some similarities.
Harnessing Fear: The Catalyst for AI Strategy
Wed, Feb 7, 2024 — In business, it seems like artificial intelligence (AI) is painted as either the great white hope or the big bad wolf. There is very little middle ground. This polarization can contribute to inertia and paralysis when it comes to leveraging AI for business strategy development. Simply put, CEOs do not have a sense of urgency regarding AI, and this attitude is putting them behind the proverbial eight ball as competitors adopt AI as a strategic tool.