The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click
JUNE 10, 2016
Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. The two organizations don’t understand each other, and often point fingers: Sales says marketing delivers bad leads; and marketing says sales doesn’t follow up. summary: 1.
7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)
MAY 10, 2016
Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. One of my favorite authors and speakers, Mike Weinberg, says the following about the CEO’s role in companies: “As goes the leader, so goes the organization. The level of the team rarely, if ever, exceeds the level of its leader.”. In his book New Sales. Simplified.
To Manage Sales You Must Manage Sales Leads
OCTOBER 13, 2015
“Why,” I was asked, “must you manage sales leads in order to manage sales? Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function. Of course it is, but only partially. With marketing automation it is a growing part of the job. They don't.". are the answer.
"Marketing is too important to be left to marketers."
JULY 28, 2015
This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood. It’s funny because it sounds like marketers are too stupid to be in charge of marketing. And, as a marketer, I love laughing at myself and those who do what I do. One cannot exist without the other. focusing on continually creating new customers.
Is Your Lead Generation Strategy Broken?
FEBRUARY 23, 2016
A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. More so because an improper strategy can make you miss your goals. If your organization isn’t doing these three things, then you will miss your number. 1. Additionally, avoid outdated techniques for lead qualification.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]
SEPTEMBER 22, 2015
According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. recently posed this question to fellow industry experts. Account-Based Marketing (ABM) is hot right now, and the responses I received were excellent. Absolutely right, Ardath!
4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
FEBRUARY 8, 2016
In a recent interview, I sat down with Matt Heinz to pick his brain. pitched him the question, “What makes a dream marketing team and how should a CMO build one?” Matt was one of SLMA’s 40 Most Inspiring Leaders in Sales Lead Management in 2015 , and his Seattle-based marketing company’s involvement with many CMOs around the country certainly qualifies him for this topic. Matt Heinz.
Does Your Sales Team Know How to Follow-Up on a Lead?
JUNE 7, 2016
Nurture leads until they’re ready to turn over to sales is the sixth of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. Set sales straight—it’s a win win. Many sales reps lack insights on the best way to follow up on a lead. Rapid identification of problems.
What Do You Sell, Who Do You Sell It To and Why Everyone Has to Have The Same Answer
MAY 13, 2016
How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. Today you’ll learn why lead definition is important and why you, as the CEO, need to be involved in building your own universal lead definition: Shortly after I started PointClear I worked with a company that blew through $100 million because marketing was selling to one audience and sales was selling to another. For whatever reason (was it beneath him?)
PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]
JULY 7, 2015
Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. According to SiriusDecisions’ Research Brief 1 , the problem with lead scoring at many organizations is as follows: Lead scoring models are based on assumptions or inadequate sales input. The schematic is overly weighted to arbitrary behavioral signals. Part 1. Pam Hege.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]
OCTOBER 1, 2015
There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Today in part 4, we hear from Scott Vaughan , Chief Marketing Officer at Integrate.
The #1 Reason CEOs Should Care About Lead Generation
FEBRUARY 19, 2016
I often say that CEO’s don’t care about leads, they only care about revenue. Unfortunately, unless you, as the CEO of your company, start caring about leads you are going to lose revenue and miss your number. The corporate landscape has drastically changed to make businesses earn their audience's attention. It is not just about increasing sales and profits.
What is the Minimum Acceptable Close Rate on Leads?
JUNE 28, 2016
I posted a question on LinkedIn's Sales and Marketing VP's Group and the results have been fascinating. First, here is the question as posted: "What is the minimum acceptable close rate for leads provided to sales in a complex selling situation (long sales cycle and multiple decision-makers)?". One thing I like about LinkedIn is that there are lots of people who genuinely want to help! Here is a distillation of the scores of responses I received: "To what extent are the leads qualified to begin with?". All you can do is look at the statistics over time. Over time you will raise the gene pool.".
The Quest for Good Leads: Are You Asking the Right Questions?
JUNE 16, 2015
What’s a good lead rate? How much should a lead cost? These are questions stirring in the minds of executives everywhere. Just google them.) The problem is they’re not so easy to answer; few have found success; and for that matter, are they even the right questions? have been in this business since 1991 and things have not changed dramatically over the past almost twenty-five years. Bottom line?
Study: How Much of Your Content Marketing Is Effective?
745 marketers told us how effective their content marketing is. Here's what we learned.
PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]
JULY 9, 2015
We recently asked top industry experts the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Why did we ask? Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. And sales is sick of it. Here's the problem. Here's part two.
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
This year I've been talking a lot about Nurturing. It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. feel so strongly that nurturing needs to be a focus, I asked a panel of 11 experts to weigh in on the best lead nurturing programs (and processes) and what to expect in the coming year. The impact?
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
OCTOBER 6, 2015
I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. So it’s with great pleasure that I conclude this series on ABM with feedback from SiriusDecisions. The responses I received were from Megan Heuer, Vice President & Group Director, and Matt Senatore, Research Director. Click here for part 1 , part 2 , part 3 , and part 4 ).
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]
SEPTEMBER 29, 2015
I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. This is the question I posed: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. 5,686. Number of U.S.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]
SEPTEMBER 24, 2015
As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Click here to read Part 1. ).
Is Anyone Leading Lead Management?
JUNE 15, 2016
Sales Lead Management is a complicated process. It needs a leader to pull all of the competing interests and people together to work as a team. Sales lead management is a tough subject to truly get your arms around. There are dozens of outside vendors who say they manage some portion of the sales lead process and more than two dozen internal departments that contribute to the process and the decision making. My point is this—you need a Sales Lead Manager to pull all of the competing departments and managers together to obtain the best revenue per lead for your company. Direct Marketing Agency.
Are You Building a Company or Just Laying “Marketing Brick”?
SEPTEMBER 15, 2015
There’s a quote by Charles M. Schwab that goes like this: Three men were laying brick. The first was asked: "What are you doing?" He answered: "Laying some brick." The second man was asked: "What are you working for?" He answered: "Five dollars a day." The third man was asked: "What are you doing?" He answered: "I am helping to build a great cathedral.". My question is, which are you?
4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!
MARCH 24, 2015
Earlier this year I sat in on the 2015 Virtual Sales Kickoff hosted by my friend S. Anthony Iannarino (along with Jeb Blount). I was particularly impressed with the first speaker Mike Weinberg—sales coach, consultant, and author of the book New Sales. Simplified.: The Essential Handbook for Prospecting and New Business Development. Part 2: Tip #2 Commit to It. Part 3: Tip #3 Compelling Story.
Top B2B Marketing Blogs: Key Ingredients
OCTOBER 22, 2014
What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Why make the distinction? Consider the all American apple pie. Such an iconic dessert, yet, it’s rare that you’ll ever come across two identical family recipes. B2B Marketing Guest Blogs
4 Revenue Sources Most ROI Calculators Miss (Part 2 of 2)
MARCH 3, 2016
This is Part Two of a two-part blog (read part 1 here) about how to improve accuracy in lead/revenue projections in organizations with a complex sales process: To recap part one, simple lead generation calculators miss these four things: They don’t take critical metrics (like last year’s revenue) into account. They have too much confidence in inbound-only strategies. The Lead/Revenue Assumptions.
When Bad Things Happen to Good Leads - Part 1
FEBRUARY 24, 2015
There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. Most of it will be about using marketing automation to nurture leads. In and of itself, marketing automation is not a bad thing. More accurately, it’s a good thing being used badly by most companies. But that’s not what this blog is about. Lead Nurturing
Should You Gate Your Content? Answer These Questions To Find Out.
NOVEMBER 11, 2014
Lead generation today relies heavily on creating quality content aimed at addressing prospects’ pain points and questions as they go through their buyer’s journey. Fantastic! Now that you, Ms. Marketer, have created all this wonderful content, an important question looms … should you gate it? Lead Generation Content Marketing SEO Optimization
Staffing and Launching Your Content Marketing Program
Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.
7 Steps to Gain the Market Share You Deserve (& Sometimes Don't!)
SEPTEMBER 9, 2014
Similar to De Tocqueville’s famous comment, “People get the government they deserve,” I think companies get the market share they deserve based on their ability to market. We can agree that without marketing (the ability to create demand and sell) no company succeeds, and yet so many companies fail to succeed as marketers. B2B Marketing Marketing Strategy
Status quo, you know, is Latin for 'the mess we're in.'
JUNE 30, 2015
This title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Here’s the problem. Salespeople consistently say that they do not get enough qualified leads. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about. The result? Inside sales? Ask the reps.
Building an Inside Sales Lab: 10 Essential Tips for Success
SEPTEMBER 16, 2014
Why build an Inside Sales Lab in your own office? Testing is an excellent way to grow sales. Most firms with significant inside sales already test alternative scripts, lists, and/or prices, but they do so casually as part of day-to-day activities. A lab concentrates this function into a small, well-disciplined group with the right tools to capture subtle improvements. Inside Sales
The sales rep said, “I never got a lead yet that turned into a sale.”
JULY 20, 2015
I was the marketing manager of a medical device company and we were near the end of the day’s sales meeting. Forty salespeople were in the room; I was last on the program. Everybody wanted to get out, hit the lobby bar and trade stories about high prices, the lack of new products, how their new quotas were too high and their territories too small. The room grew quiet; the other hands dropped.
Marketing Optimization Toolkit: The Science behind Marketing Analytics
Marketers are well-versed in the art and science of optimization.
Q&A With Dave Stein and Steve Andersen
JUNE 24, 2016
A remarkable new book is changing the way that B2B sales professionals think about, approach, and serve their customers. Co-authored by sales luminaries Steve Andersen and Dave Stein, Beyond the Sales Process: 12 Proven Strategies for a Customer Driven-World upends traditional sales training conventions and provides a clear, logical roadmap for establishing productive long-term customer relationships and for creating real value in a business environment that has undergone unprecedented change. How did the two of you decide to collaborate on this book? A. Relationships matter.
The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How
AUGUST 20, 2015
In part one , I provided insight into the why and what of a lead-to-revenue assessment. challenged marketing and sales leadership involved in 2016 planning to pause and consider conducting the assessment before making any decisions for next year. If you paused but just aren’t sure where to start, the following will provide some tips on how to move forward. Step 1 – Revenue Influencer Feedback.
Make Better Data-driven Marketing Decisions
SEPTEMBER 9, 2015
You can never have too much of a good thing … right? Well, in an article published by the Georgia Institute of Technology, “Too Many Choices Can Lead to Bad Decisions” (February 2015), researchers found that “The frustration of picking one thing from dozens of options can take over and lead to choice overload.”. 1,876 marketing technology vendors were represented across 43 categories.
B2B Mobile Marketing: 15 Ideas You Can Use Today.
AUGUST 5, 2014
Are you interested in learning more about B2B mobile marketing? If you’re like many people, you can think of a lot of ways B2C companies use mobile marketing. But if you work in the B2B world, then you might be stuck trying to come up with B2B mobile marketing ideas. B2B Marketing Mobile Marketing
Content Marketing Playbook: Strategy and Roadmap
Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.
Dead is Dead! (At Least in Sales and Marketing)
MAY 19, 2015
Have you noticed how many things are dead these days? Cold calling is dead. Outbound marketing is dead. Many say that even marketing as a whole is dead. grew up during a time when it seemed like a lot of things were dead: Paul was dead. Thankfully, Sir Paul is still very much alive. Soon after, poetry was dead. Followed by chivalry. Yikes, is Batman dead? I don’t think so. You bet. judicial branch.