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Strategic Account Management – Health vs Hygiene
Account-Based Marketing, B2B Marketing and Sales, Revenue Architecture, Revenue Growth, Sales Effectiveness, Sales Excellence, Strategic Account ManagementHow do you know if your strategic account management is healthy? Too often, we fail to measure the critical success factors.
Expanding existing satisfied accounts is much easier than selling to new customers who don’t know us. It is vital that we optimize strategic account management. Successful account managers contribute to revenue in three primary ways:
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Wait Right There. I’ll Bring in the Real Salesperson.
B2B Marketing and Sales, Chief Revenue Officer, Revenue Growth, Sales Effectiveness, Sales ExcellenceIs your sales team the “real” sellers of your product or service? We are habituated to having a group we call our sales team. We hold them accountable for revenue, give them a quota, and provide them with a target account list. However, depending on the requirements of your sale, the sales salesperson may only have modest influence and control of the sale. Members of the consulting team or content experts may be the “real salesperson(s)”. This issue is common in complex, high-consideration, and consultative sales. It is vital to align the sales roles in consultative and complex sales.
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I’ll Pretend I’m Selling, If You Pretend You’re Buying
B2B Marketing and Sales, Buyer Engagement, Chief Revenue Officer, Revenue Growth, Sales Effectiveness, Sales ExcellenceIn my four decades in sales leadership at both large enterprises and early-stage growth companies, and in my subsequent consulting & sales advisory practice, I have witnessed and resolved many poor sales practices. If sales leaders do not diagnose and correct these Deadly Sins of Selling, then accelerated and predictable sales outcomes will be in jeopardy. I recount these sins with amusement since they also tell us something about human nature and how that factors into successful selling practices. Individual sellers, their sales managers, sales trainers, and sales coaches can all benefit from being on alert to these common sins.
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The Essence of RevOps and its Role in Driving Business Growth
B2B Marketing and Sales, Chief Revenue Officer, Revenue Architecture, Revenue Growth, Revenue SystemsThe focus for Revenue Operations is aligning and optimizing revenue-generating functions to achieve business objectives. This strategic function helps align and optimize the activities of sales, marketing, and customer success teams to drive revenue growth.
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Toward World-Class Buyer Engagement
Account-Based Marketing, B2B Marketing and Sales, Buyer Engagement, Content Marketing, Inbound Marketing, Revenue GrowthWe believe that businesses need an enduring and well-constructed approach to capturing customer value. They need a Revenue Architecture that delivers world-class buyer engagement. Buyer Engagement is the universal approach to delivering the right experiences and messages at the right time to the right buyers. Buyer Engagement is about prospect care and building meaningful relationships with buyers – with an equitable exchange of value – that translates into predictable and sustainable revenue growth. Buyer Engagement happens across the organization and across marketing, sales and service.
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The Flywheel Effect in Customer Lifecycle Marketing Sales and Service
B2B Marketing and Sales, Buyer Engagement, Revenue Architecture, Revenue GrowthRevenue comes from one place – the customer. Too often, companies don’t fully consider the complete revenue picture when pursuing their revenue growth strategy. This post reinforces the importance of taking an end-to-end customer lifecycle and full-funnel perspective to create and optimize a comprehensive revenue architecture.
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