Sales and marketing should work together. It’s fundamental. They should map out and understand the buyer’s journey – together. Why? Because your buyer’s journey is much more complex than most marketers think. Assuming a simplistic buyer’s journeys for complex...
To win in the complex B2B space, you need to build trust and authority within your customer’s minds. B2B sales are usually high stakes and relatively high risk for a customer. If they get it wrong, it can cost them hundreds of thousands, if not...
One size doesn’t fit all. Unfortunately, many digital agencies, marketing agencies and marketing consultants just don’t get B2B sales. They don’t understand the sales cycle, the stakeholder management or the complexity of what...
Imagine, three executives sitting in front of you during a job interview. Your job interview. They are all looking at you in disbelieve. Sounds stressful? Now, imagine the next question they ask is something you don’t have the answer...
This article was shamelessly inspired by working with a great client. We worked on a proposition, and we are at the business end of the go-to-market phase. And I know the launch will be a complete success. How do I know that? The client did three things that will...
One of the benefits of my business is I get to see and help a lot of great companies. I get to see their marketing. All of it. The good, the bad and the ugly. I get to see their propositions, both the good and the ones that need some work....
