marketing and sales operations

In Leadership Strategies

Accelerate Account-Based Marketing: Orient Your Strategy with Competitor Intelligence

August 18, 2023 5 Mins Read

Simply put, account-based marketing (“ABM”) is a strategic B2B marketing approach that targets a market consisting of a single company, a division of a company, and / or an individual within a company. It stands in contrast to the more generalist B2B marketing approaches providing much more targeted tactics (e.g., named companies, firmographics, and demographics vs. general company profiles, individual names and emails vs. general role-based personas and broad email lists, individualized value propositions vs. general benefit statements, etc.).

In Leadership Strategies

Supercharge Your Challenger Sale With Data: Use the Right Insight to Level up Commercial Teaching

July 5, 2023 7 Mins Read

As a sales leader or salesperson, your success in closing deals depends on your ability to influence outcomes by guiding potential buyers from their current mindset to one where they believe your solution addresses their problem. Having extensive data about the company you are prospecting, their customers, partners, competitors, and broader market context enhances your knowledge and ability to connect with your audience.

In Leadership Strategies

Tech Marketing’s Expanding Role: More from IDC’s 2019 Investment Benchmark Survey

January 21, 2020 4 Mins Read

IDC CMO Advisory Service has published results from its 17^th annual Tech Marketing Investment Benchmark survey. Investment patterns provide evidence for marketing’s expanding role.

In Leadership Strategies

4 Ways AI Will Transform Marketing

October 15, 2019 4 Mins Read

Artificial intelligence (AI) is poised to transform the way that marketing professionals work, and how organizations target, engage and connect with customers and prospects. Just like how marketing automation created new tasks and job functions, AI will revolutionize the way marketing is performed – and dictate a new set of job needs and skills.

In Leadership Strategies

The Three Areas Successful Marketing Organizations Invest In

August 28, 2019 4 Mins Read

Being in the middle of a digital transformation can be a time of excitement, confidence and risk-taking. Businesses are evolving, employee career paths are expanding and the way we market to our customers is changing. Even buyers’ journeys are taking a turn down a path that may not have existed several years ago.

In Future Enterprise

You Need a New Digital Transformation Playbook

February 4, 2019 4 Mins Read

Somewhere along the way of the marketing campaigns and the market hype, the industry has forgotten why we are digitally transforming and what it means. If we rewind, traditional organizations are being disrupted by digital startups; they are seeking ways to innovate more rapidly, be customer-centric, harness data to generate insights at scale, and ultimately transform their operations to compete in the digital economy.

In Leadership Strategies

Customer Expectations: How to Turn a Threat into a Marketing Opportunity

October 18, 2018 2 Mins Read

Digital transformation has been changing the global business landscape in several ways, but one of the most important for organizations…

In Leadership Strategies

The Most Effective B2B Marketing Personalization Strategies

September 10, 2018 3 Mins Read

To differentiate in the crowded B2B marketscape, marketers are leaning more heavily on content marketing techniques. In fact, content marketing is now the 3^rd largest marketing spend, behind advertising and events. There’s a lot of content marketing noise for buyers to wade through, which is why so many marketing teams are looking for ways to make content more relevant for their audiences throughout their buyer journeys.

In Leadership Strategies

Network of Teams: The Future Agile Marketing Organization

July 26, 2018 5 Mins Read

Leaders call them tiger teams, circles, networks, or squads. Whatever term you use, the objective is the same: remodel the organization to better serve empowered customers and attract new workers who have fresh expectations. Leading companies are progressing towards a “network of teams” approach that is more agile and customer responsive than the traditional hierarchy of functional silos built for the industrial 20^th century.