Product Marketing is a unique function that, if properly executed, links all functions within an organization around the single goal of delivering a compelling product or solution to market in a consistent manner that supports the company’s overall strategies to achieve expectations. Typically, there are 6 “breakage points” in Product Marketing, each is directly correlated [...]
Sales Enablement focuses on aligning the functions in an organization to produce deliverables for sales to use at each phase of the sales cycle to increase the probability of moving an opportunity forward. All too often the sales organization is kept in the dark prior to a product launch. Examples of being in the dark [...]
The convergence of the appropriate brand, market, product and distribution strategies form the basis of how to support the goals and objectives of the organization. Alignment of strategy provides direction for the company to organize itself to execute tactics in a cohesive manner–to put the “wood behind the arrow”. It’s imperative that a collaborative effort between Sales, [...]
Demand Creation and Demand Management must not be separated or an inordinate amount of time will be spent trying to balance a see-saw. Creating a “qualified lead” is step one and is typically the responsibility of Demand Creation. The next step is to convert a qualified lead to a “qualified opportunity” and this is the [...]
Demand Creation and Demand Management must not be separated or an inordinate amount of time will be spent trying to balance a see-saw. Creating a “qualified lead” is step one
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Product Marketing is a unique function that, if properly executed, links all functions within an organization around the single goal of delivering a compelling product or solution to market in
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An Optimized Lead Management Process Will Significantly Impact the Sales Funnel
An optimized lead management process will significantly impact the sales funnel by increasing the conversion of qualified leads to qualified opportunities. However, several implicit and explicit factors can prevent the optimization of the lead management process. Specific questions to address include: Does Sales or Marketing own lead management? Have clear goals been set for the [...]
Infographic – The Marketer’s Guide to B2B Sales
In order for marketing to be highly correlated to revenue, marketing has to be tightly integrated into the B2B sales process. To effectively integrate marketing into the B2B sales process requires delegating the front-end of the sales process to marketing and this can be successfully accomplished through a sales and marketing plan. To achieve a [...]
Demand Generation Plan: The Process – Part 2
In Demand Generation Plan: The Process – Part 2, the mechanics of building an integrated demand generation plan are discussed. Specifically, the topics covered include: Elements of a campaign The integrated campaign The integrated program planning framework The target account profile Go-to-Market messaging Content throughout the funnel Journey board Demand generation vehicles How to support [...]
Sales Enablement focuses on aligning the functions in an organization to produce deliverables for sales to use at each phase of the sales cycle to increase the probability of moving
... Read More »
The convergence of the appropriate brand, market, product and distribution strategies form the basis of how to support the goals and objectives of the organization. Alignment of strategy provides direction
... Read More »
Infographic – The Marketer’s Guide to B2B Sales
In order for marketing to be highly correlated to revenue, marketing has to be tightly integrated into the B2B sales process. To effectively integrate marketing into the B2B sales process requires delegating the front-end of the sales process to marketing and this can be successfully accomplished through a sales and marketing plan. To achieve a [...]
Sales and Marketing Strategies
Sales and marketing strategies are created in every organization but the best in class companies integrate the planning process for these two functions to yield above average results. In short, sales and marketing need to work hand-in-hand, from both a strategic and tactical perspective, as they align to reach or exceed the revenue objectives of the [...]
Developing a Unique Selling Proposition
The creation of a unique selling proposition is one of the most difficult tasks an organization will address and it is critical to nail it. An effective value proposition statement needs to not only clearly communicate a promise of value that an organization will deliver, but also create a belief on the part of the [...]
After 25 years of Marketing with F500 and startups, Peter formed Four Quadrant, LLC in 2004 so he could work with as many CEOs, GMs, VPS and VPMs as possible. The focus has always been to provide more experience than what an organization thought they needed to ensure that considerable value was delivered with each [...]
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