Insights

Business Management

Sub-Category

Sub-Category

Why B2B Marketing Fails Its Mission (Part 2)

Proving Trustworthiness As we mentioned in “Why B2B Marketing Fails its Mission (Part 1)”, getting on the short list requires proving to be trustworthy. To accomplish that, a vendor has to pass three critical hurdles. Hurdle 1: This is a waste of my time. From the buyer’s perspective, this is a given until proven wrong.

Read More »

Why B2B Marketing Fails its Mission (Part 1)

The mission of B2B Marketing is to get Sales on the short list of vendors that a prospective buyer wants to meet with. That is what happens to Top Tier Vendors—they get invited to present anytime a potential buyer has a need.   However, the vast majority of B2B companies are Tier 3 vendors—they compete

Read More »

Five Factors Affecting Revenue Growth (Factor 5): Manage by Metrics

In his book “The End of Marketing as We Know It”, Sergio Zyman, then Chief Marketing Officer of Coca Cola, spells out his success in driving Coca Cola to the number one beverage company in the world. At a time before cloud based services, Sergio tracked numbers daily. He would run an ad and then

Read More »

Five Factors Affecting Revenue Growth (Factor 4): Intelligent Data

Salespeople often complain about the amount of data they are given and ask when and how they are supposed to use this data. Overloading people with data can be just as useless as giving them none. Not only does it waste time, it also it focuses their work on the data rather than what the

Read More »

Want To Learn More About Our Insights?