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What CEOs Should Look for in a B2B Manufacturing CMO: Part 2
In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies.
Appealing to Emotions
Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision.
They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”
The Revenue-Ready Marketing Playbook: Why Your Brand Is Your Most Powerful Compounding Asset
Tue, Apr 22, 2025 — This is Part 1 of the Revenue-Ready Marketing Playbook, a 4-part series for mid-market CEOs who want marketing to move the needle. Each chapter explores how to turn brand, positioning, operations, and customer experience into engines for measurable growth.
Navigating Economic Headwinds in the Consumer Products Industry
Tue, Apr 15, 2025 — Strategic Moves to Weather Uncertainty with Confidence The U.S. consumer products industry is contending with a convergence of headwinds: elevated inflation, shifting consumer priorities, and a volatile macroeconomic environment. While the instinct in challenging times may be to pause or retreat, the companies that endure and evolve are those that lean in — making strategic choices rooted in clarity, purpose, and value.
Tariffs and Your Next Chapter | The 5 Biggest Mistakes Leaders Make Around Tariffs
Thu, Apr 10, 2025 — Tariffs have been around for centuries. Commonly used to protect emerging industries or bolster national security, tariffs have evolved beyond trade tools into economic levers that can shift markets overnight. Tariffs have re-entered the conversation for mid-sized business leaders, especially those with global supply chains or international customer bases. But here's the thing: reacting like it’s still 1995 won’t cut it.
Tariffs and Your Next Chapter | Buying in a Tariff Economy: Smarter, Not Cheaper
Wed, Apr 9, 2025 — Tariffs have been around for centuries. Commonly used to protect emerging industries or bolster national security, tariffs have evolved beyond trade tools into economic levers that can shift markets overnight. Tariffs have re-entered the conversation for mid-sized business leaders, especially those with global supply chains or international customer bases. But here's the thing: reacting like it’s still 1995 won’t cut it.
Respected Boss? Trusted Coach? Why Sales Managers Need to Be Both
Mon, Apr 7, 2025 — As a front-line sales manager, distinguishing leadership from management responsibilities is critical to a sales team’s culture and success. Distinguishing between the two helps managers be more intentional about developing these very different skill sets. Sales leadership focuses on inspiring and developing people, while sales management concentrates on processes and immediate results. Effective sales professionals must balance both roles.
Sales Terraformance: A Scientific Approach to Sales Growth
Fri, Mar 28, 2025 — Most companies deploy a sales “force.” Too often, this means a bunch of people do things with good intentions, but their combined efforts do not meet company growth expectations. Most CEOs and Founders would like a better salesforce but struggle with how to impact the “art and science” of sales improvement. At Chief Outsiders, we believe more science can help uncover and develop the insights, strategies, and execution required to achieve breakthrough performance.
Is Your Sales Strategy Built to Adapt?
Tue, Jan 7, 2025 — In today's changing business environment, agility isn't just an advantage—it's essential for survival. According to McKinsey's 2023 B2B Sales Pulse Survey, 71% of sales leaders say market unpredictability is their biggest challenge, and 65% report struggling to adapt their plans quickly enough to keep pace with change. Yet 65% of sales leaders report they can't adapt their plans fast enough to keep pace with rapid change.
Tech Stacks: Transforming Your Business in the Digital Age
Mon, Jan 6, 2025 — In today's hyper-connected business world, technology isn't just a tool—it's the difference between thriving and merely surviving. The digital landscape has transformed how companies approach sales and marketing, making a strategic technology stack more critical than ever.
Top 10 Ways CEOs Can Improve Sales & Marketing Alignment
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.