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The Contrarian Brand Play: Why Right Now Is the Best Time to Invest in Brand
Part 4 of our four-part series on the evolving AI search landscape and what B2B leaders need to know to stay competitive.
“It worked really well, until it didn’t”
Thu, Mar 9, 2023 — Over dinner with Ted, the retired founder/CEO of a successful company in the electric power sector, I heard an interesting story with a widely applicable lesson.
How to Use ABM to Drive Revenue Growth and ROI: Part 4
Tue, Feb 28, 2023 — By: Carol Eversen and Jeff Loeb Part 4 - Getting Started with ABM In part 3 of our four-part ABM blog series, we explored the technologies available to support ABM and articulated how different tech stack elements can be leveraged to support your ABM program. We also provided thoughts about the essential elements of reporting for an ABM initiative. In part 4 we focus on the best strategies for ABM programs and offer a framework to help determine whether ABM is right for you, and, if so, the flavor of ABM to deploy. We also provide practical advice about how to get started with an ABM pilot program.
How to Use ABM to Drive Revenue Growth and ROI: Part 3
Tue, Feb 21, 2023 — By: Carol Eversen and Jeff Loeb Part 3 - Technology and Reporting In part 2 of our four-part blog series we explored the core tenet of every successful ABM initiative – orchestration and personalization across sales, marketing, and customer success teams. Part 3 delves into the technologies available to support ABM and helps articulate how different tech stack elements can be leveraged to support your ABM program. We also provide thoughts about the essential elements of reporting for an ABM initiative.
What Every Midmarket CEO Should Know About Sales Enablement Tools
Mon, Feb 20, 2023 — What are sales enablement tools and why should I care? We are hearing more and more today about the rise of Sales Enablement tools, many AI driven, that accelerate and enhance the Sales Team’s customer outreach. What exactly are Sales enablement tools? Sales enablement refers to technology and related applications that are designed to help your Sales Team do their job more efficiently. It’s more than just call tracking, these tools educate and coach your Sales team making them much more effective in real time. Most integrate into your existing CRM solution while others can stand alone. Through apps, they can facilitate an automatic linkage between your other Marketing and Sales tools, providing visibility into your KPIs and strategies. With 43% of B2B buyers reporting to Gartner that they prefer a “seller-free” experience, Sales Enablement tools are becoming a necessity in the modern Sales Organization for B2B and B2C sellers.
How to Use ABM to Drive Revenue Growth and ROI
Tue, Feb 7, 2023 — By: Carol Eversen and Jeff Loeb As fractional CMOs with deep experience implementing ABM across many B2B companies, we see a pattern emerging: business leaders have very different perspectives about what it takes to implement ABM and how to get started. And most opinions seem to be informed by solution vendors rather than defined by the business challenges at hand. This series of blog posts will guide you through the core pillars of ABM, when ABM should be used and with what approach, and share best practices to get started on a successful ABM journey. You’ll learn about the strategies to consider, the enabling technologies to prioritize, how to measure ABM efforts effectively, and how to get started and reduce risks.
CEO Go-To-Market Warning: Avoid the Blind Spots That Cause Products to Miss the Mark | Part 5
Thu, Feb 2, 2023 — Part 5: Only Teamwork Can Make the Dream Work We have become a nation of isolation. COVID-19 taught everyone how to use technology to carry on safely. Though Zoom, Teams, and other tools have made communication more efficient, we’ve never felt more distant from our colleagues. Through this “together, but apart” mindset, many businesses feel pressured to enable remote work and grant greater autonomy. As a CEO trying to manage in this environment, it’s tempting -- in the spirit of efficiency – to let everyone stay focused on their “swim lane” and not encourage complex collaboration between divisions.
Reap Big Rewards with Sales & Marketing Alignment in 2023
Tue, Jan 17, 2023 — When it comes to corporate synergy, there’s perhaps no greater return on your investment than to align your sales and marketing efforts. Though it’s simply common sense to have the two revenue-responsible departments working in sync, it can also mean dollars and cents. One study found that sales and marketing teams, when well-aligned, can wring out 200 percent more revenue as a result of their collaboration. You may already feel like this cross-pollination is happening at your company: Key personnel are collaborating on projects, keeping each other informed, using a common language, and possibly even delivering cross-functional reports from Salesforce, Tableau, and other analytical tools.
Chief Outsiders’ Commitment to Go-to-Market Success Expands With New Chief Sales Officer Role
Tue, Jan 10, 2023 — Today’s CEO has to work harder than ever. With a tightening economy, fears of a recession, and a post-COVID marketplace that remains hard to read, the CEO truly is in the hot seat. With an average tenure of fewer than seven years, according to some estimates, the CEO has little runway with which to work in creating market and revenue success. It’s an unfamiliar place for many CEOs – particularly those in the SMB and mid-market space. They’ve built their business on a foundation of great industry knowledge, hard work, dedication, and a healthy dose of sweat equity. But in changing times, and with little understanding of market forces outside their particular industry, it can be difficult to get an infusion of the right market insights needed to build next-generation strategies for success.
CEO Go-To-Market Warning: Avoid the Blind Spots That Cause Products to Miss the Mark | Part 2
Mon, Oct 31, 2022 — Part 2: Beware of Market Forces that Impact Company and Category Survival In 2022, the market has been turned upside down. Remote work, the supply chain squeeze, and the rollercoaster economic environment all have roiled even the best of intentions for businesses of all sizes. And though your company’s go-to-market approach will still help you gain or maintain your share of the market, winning the “checkboxes” isn’t enough to stave off the macro forces that are constantly reshaping and disfiguring the landscape you’re selling into.