Demand Creation

Event Marketing – How to Plan an Event

Event Marketing – How to Plan an Event

This post, Event Marketing – How to Plan an Event, reveals a managed, repeatable process for selecting, designing, developing and executing successful marketing events. A recent study by Forrester Research reveals that B2B marketing budgets will rise 6% in 2014 and represent 4% of company revenue. Prior to 2008, Forrester notes that marketing budgets ranged between [...]

Checklist For a Marketing Programs Manager

Checklist For a Marketing Programs Manager

Anywhere from 1-10% of a company’s revenues may be allocated to the marketing budget and in most cases the people to programs ranges from 70:30 to 30:70.  A key role in Marketing is the Marketing Programs Manager who can effectively manage about $250-$350K but most companies don’t have a checklist for a Marketing Programs Manager. [...]

Cost Per Lead is Not a Performance Metric

Cost Per Lead is Not a Performance Metric

Unfortunately, those that do not understand the marketing function try to simplify it and, in the process, set the function up to fail – cost per lead is not a performance metric.  Specifically, the term cost per lead (CPL) is thrown around a lot. It has caught on with the financial community because it is [...]

Marketing Strategy

Checklist For a Marketing Programs Manager

Checklist For a Marketing Programs Manager

Anywhere from 1-10% of a company’s revenues may be allocated to the marketing budget and in most cases the people to programs ranges from 70:30 to 30:70.  A key role in Marketing is the Marketing Programs Manager who can effectively manage about $250-$350K but most companies don’t have a checklist for a Marketing Programs Manager. [...]

Effective Sales Techniques: Build Insight-Led Sales Conversations

Effective Sales Techniques: Build Insight-Led Sales Conversations

Effective sales reps build insight-led sales conversations by developing a best-in-class teaching conversation.  In The Challenger Sale, it states that the best teaching conversations typically follow six discrete steps that build upon each other and lead to a desired outcome. Teaching sales pitches, or insight-led conversations, have two parts: 1) a rational component, and 2) [...]

By February 20, 2014 0 Comments Read More →
Use Case and Product Differentiation

Use Case and Product Differentiation

Most organizations set their sales and marketing teams up for failure from day one by building a product or solution out of context–a poor, weak or nonexistent use case and product differentiation.  Context meaning the real world environment (business problem or use case) that the product or solution was specifically built to solve.  Ideally, the [...]

By February 6, 2014 1 Comments Read More →