Demand Creation

Nurture Paths Are Critical in B2B Marketing

Nurture Paths Are Critical in B2B Marketing

Nurture paths are critical in B2B marketing as they leverage the marketing investment to return the maximum value. Why do B2B marketers create nurture paths?  It’s simple — because the vast majority of the market is not ready, willing or able to buy at the exact moment a prospect has first contact with an organization. [...]

By December 2, 2014 0 Comments Read More →
Go to Market Strategy – Must Do’s for Demand Generation and Demand Management

Go to Market Strategy – Must Do’s for Demand Generation and Demand Management

To execute an efficient and effective go-to-market strategy, there are certain must do’s for Demand Generation and Demand Management initiatives.  To facilitate the process, it’s important to assess current organizational capabilities, document the desired state and, as a best practice, leverage the Capability Maturity Model framework. Most organizations usually repeat the following process: Execute a [...]

By November 11, 2014 1 Comments Read More →
Marketing Resources – Target Account Profile, Qualification Matrix and Lead Scoring

Marketing Resources – Target Account Profile, Qualification Matrix and Lead Scoring

Best practices in efficient and effective B2B Sales requires the right marketing resources – target account profile, qualification matrix and lead scoring. It’s been said that the first step to achieve a goal is to set one.  While all organizations set revenue goals, it’s surprising how many can’t paint a visible, detailed picture of their [...]

By October 28, 2014 0 Comments Read More →

Marketing Strategy

The Fundamentals of Go-to-Market Strategy

The Fundamentals of Go-to-Market Strategy

Too often companies focus on symptoms instead of nailing the fundamentals of a Go to Market Strategy.  For instance, When the Sales Pipeline Management Report Reveals a Gap knee jerk reactions include hiring a sales guy, updating the sales presentation or holding a webcast.  It’s possible that each of the aforementioned tactics might be appropriate, [...]

By January 20, 2015 0 Comments Read More →
A Workforce Plan to Set the Sales Team up for Success

A Workforce Plan to Set the Sales Team up for Success

The start date for annual planning has to acknowledge time lags and dependencies, otherwise, it’s like throwing a “Hail Mary pass” with seconds remaining on the clock, as opposed to creating a Workforce Plan to set the Sales team up for success.  Specifically, if an organization needs to expand its sales organization, the time to [...]

Go to Market Strategy – Market Opportunity

Go to Market Strategy – Market Opportunity

Each new fiscal year requires an operating plan and that should underpin an organization’s go to market strategy – market opportunity.  The tone for that annual plan is highly influenced by the revenue expectations that drive profitability and dictate expenses for the organization. In large corporations the annual planning process tends to be more of [...]

By December 27, 2014 0 Comments Read More →