Metrics matter now more than ever. As a six-time CMO over a 16-year career, I’ve tracked dozens (actually hundreds) of metrics and found that many measures are ultimately meaningless or only matter to marketers.
Thu, Dec 12, 2024 — B2B marketing is broken. The root of the issue lies in a need for more understanding of the complex nature of marketing. Marketing involves navigating a multi-dimensional equation to guide prospects from unawareness to consideration and purchase, a complex, non-linear journey with varying durations. Yet, stakeholders often seek results based on simplified, discrete metrics like “Just get me a 5x pipeline!”
Fri, Dec 6, 2024 — Here are several strategies and tactics CEOs can leverage to: Recapture Growth Improve Performance Build Brand Strength Get Better Results in 2025
Mon, Nov 25, 2024 — Close Collaboration Ensures Go-to-Market Success A survey conducted by Chief Outsiders among mid-market companies found that nearly one-third of C-suite executives noted a misalignment between their Sales and Marketing teams. Further, only one-third of that group reported that their Sales and Marketing teams were working toward a common set of goals.
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.
Tue, Jan 23, 2024 — Though the “Rise of the Machines” is well underway, there are trends other than Artificial Intelligence (AI) that are at the top of our minds at the start of 2024. The year ahead is fraught with challenges both analog and digital, from a pivotal presidential election to economic uncertainty. But it is the aforementioned digital revolution that has humans racing to determine how they can integrate AI into their marketing and business models.
Wed, Dec 20, 2023 — Final article of the 7-part series: Accelerating Growth In 2024 with Strategic Business Planning By: Scott Wright and Jack Bowen In the relentless pursuit of growth, businesses often find themselves at a crossroads - a bustling marketing funnel generating a stream of leads, yet somehow, the path to conversion seems elusive. One study found that 71% of potential customers are not contacted, while only 13% of potential customers become opportunities.
Wed, Sep 21, 2022 — To win at the growth game, ownership is everything – and in fact, you would agree that the leaders in the marketplace truly “own” the customer journey. But if you’re among those looking up at the market leader, it’s possible that you have a secondary ownership problem –- an inability for all your cross-functional teams to own their role in the sales funnel, which is a big part of the customer journey.
Tue, Jun 21, 2022 — You spend countless hours, and endless resources, to encourage your sales team to dump leads into the top of your sales funnel, with the hopes of squeezing them through the tiny orifice at the bottom. Once those precious few fall out the bottom and onto your client rolls, now what? With an overheated market, dogged competition, and an enlightened consumer that is more fickle than ever, how can you make sure all of that effort is worth it? How can you ensure that you keep what is rightfully yours?
Fri, Oct 22, 2021 — Written by Don Lee, with Greg Acquavella, Senior Marketing Manager, Gryphon.AI Sales and marketing technologies have transformed the way companies attract and retain business. Just ask the team at Gryphon.AI, which has developed a unique solution to businesses that wish to improve their sales efficacy. Using a concept called “real-time conversation intelligence,” Gryphon uses an AI platform to provide in-the-moment call coaching and guided selling.