Tag Archives: B2B Collaboration

Selling Sales on Process: How Adding Contacts to Opportunities Drives Value

Legendary basketball coach John Wooden once said, “Never mistake activity for achievement.” Just tying marketing-generated activities (e.g. clicks, opens, downloads) to campaigns isn’t enough to demonstrate value, as marketing is often asked to demonstrate the impact its activities have on other functions – especially sales.

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Digital Natives vs. Marketing Natives

Marc Prensky coined the term “digital natives” in his 2001 essay Digital Natives, Digital Immigrants, in which he introduced the metaphor of technology as a culture to which one may ...

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Sales Is From the Sun; Marketing Is From Pluto

When I began my career in B2B sales, two things quickly became apparent: Selling was largely about relationships, and marketing was mostly useless to me. In fact, marketing actually made ...

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The Secret to Creating Great Content

There is no secret, no trick and, unfortunately, no silver bullet. Sorry. However, there is a truth: creating great content is difficult, and it requires significant focus, effort and a ...

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Marketing Operations Is The Marketing Technology Department

The numbers don’t lie: marketing organizations are embracing technology faster than ever. SiriusDecisions benchmarks show that spend on technology has more than doubled in the last two years, from an ...

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Trapped Thinking “Outside” the Box?

Remember when we were kids and, after announcing to our parents that we were bored because there was “nothing to do,” we were told to “be creative.” How we hated ...

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It’s Time To Turn Your Social Business Gaze Inward

Organizations work hard to better interact with external constituents such as customers, partners and prospects but they generally spend far less time doing so for the audiences within their walls. ...

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It’s Not Easy Being Me: The Power of a B2B Benchmark

It’s not easy being me — or you, for that matter. When you really think about it, as individuals and organizations, we are often pulled in opposing directions. For example, ...

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Auditing the Product Launch Process

SiriusDecisions has found that marketing and sales spending nearly doubles when B2B enterprises are introducing new concepts into a market vs. when they are operating in established markets. We define ...

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Listening: A Critical Skill for Sales Alignment

One of marketing’s biggest challenges is demonstrating its value to sales so that salespeople not only appreciate what marketing can do, but also take full advantage of marketing’s capabilities. As ...

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