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Measuring Return on Analytics

The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics / data science (I use the terms interchangeably), and is written...

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Six Early Go-to-Market Trends and Tips for 2019

With 2019 just a few months away, it’s time to talk about a few clear trends that will have substantial impact on how leading firms go-to-market in 2019.  For 25 years, we’ve been fortunate enough to...

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Ask Three Questions to Ensure Your 2019 Go-to-Market Strategy is a Success

It’s almost Fall – back from the beach, leaves are changing, and starting in October, it’s 2019 strategic planning season. As we have written in previous blogs, the discipline of go-to-market strategy development and execution is changing rapidly....

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The Power of Personas

I’ve always been intrigued by the ability of an effective coach to enhance the skills of a highly successful athlete. How do you motivate a decorated veteran like Serena Williams to compete at Wimbledon? How does...

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Why Storytelling is the New Market Intelligence KPI

Recently, a client pulled me aside after an intelligence readout and asked for 5 minutes of my time in a one-on-one setting. As a professional services provider, situations like this make you brace to hear that...

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Should You Fire Your Sales Force?

Ok, maybe firing the entire sales force is a little radical.  But wait…put yourself in the shoes of a product exec trying to grow her business unit within a mid- to large-size enterprise.  Here is what...

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Let’s Talk About the HiPPO In the Room. Five Steps to Activate Data-Driven Sales and Marketing

Increasing Data and Analytics Usage is the #1 Marketing and Sales Priority for B2B Companies No one will be surprised to hear that – according to a recent Forrester study1 – 82% of B2B companies believe...

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The Six Chapters of the Social Insights Story

In 2018, it seems that almost everything that could be said about social marketing has been said. But, when we talk to executives with “social media” in their title, whether in B2C or B2B, there is...

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It’s Time to Redefine Go-to-Market Strategy

  Eighteen years ago we wrote a bestselling book on Go-to-Market strategy. Almost everything in that book is now totally obsolete. The Channel Advantage (Butterworth-Heinemann, 1999) outlined how to build and manage multiple sales channels from field sales...

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Debunking 3 Myths About Sourcing Market Intelligence From Social or Public Data

Invariably as I discuss market intelligence with a prospect the question gets asked, “So where do you source your data from?” I always cringe when that topic is broached. Not because I have any reservations about...

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How to Cross-Sell at Scale – Part 2

By now, everyone knows that cross-selling (including upselling/cross-selling a new product) is an unbelievable source of profitable revenue growth. Yet, there is a challenge. To be successful, a cross-sell sales play or marketing campaign must provide...

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3 Core Components of Successful Content Personalization

What is content personalization? Put simply, content personalization is the process of delivering the right message to the right person at the right time. Unfortunately, a content personalization strategy can be challenging to define and even...

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