Dear CEO: The Era of Accountability Starts in 2017
NOVEMBER 29, 2016
(Photo Courtesy of Kenny Madden). This cartoon was sent to me in response to a blog I wrote a couple of weeks ago. just love the simplicity of it; not to mention that it absolutely captures what is wrong with marketing in many if not most companies today. At some point it has to stop, doesn’t it? You would think so, but there are few signs of it stopping in the real world today. Sales is mad.
Expert Panel’s Feedback on Our Lead to Revenue Calculator
JANUARY 27, 2017
During the last week of December I asked a panel of experts for feedback on our Leads to Revenue Calculator. I was surprised at the level of detailed feedback I received. Not all of it was positive, but it was all valuable. You will hear from Matt Heinz, Dave Brock, David Hubbard and Ardath Albee. The above graphic is a sample from our Lead to Revenue Calculator. Download it here. Thank you.
B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #1: Should you leave a Voicemail?
DECEMBER 8, 2016
Should you leave a voicemail? One of the best responses to this question that I have seen is from a somewhat dated (2015) article in Eyes On Sales in which the author asks: “How many callbacks do you get if you DON'T leave a voicemail?”. The following is from my favorite author (“New Sales. Simplified.” and “Sales Management. And, together, they’re twice as effective as all other touches combined.”
B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #4: How Much Should Leads Cost?
DECEMBER 20, 2016
How much should a lead cost? My answer to this is, and has always been, probably more than you think, but definitely less than you are currently paying. If you want more information on understanding how much you should be paying for a lead, check out our How Much Should a Lead Cost whitepaper. This individual was paying content aggregators $23.15 per lead. So we did. And guess what?
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.
Bubble in the Funnel
OCTOBER 20, 2016
Per Healthline Media, an air embolism, also called a gas embolism, occurs when one or more air bubbles enter a vein or artery and block it. These air bubbles can travel to your brain, heart, or lungs and cause a heart attack, stroke, or respiratory failure. We generate, qualify and nurture leads using Account-Based Marketing processes. Their “reward”? No more support in 2017. The result?
"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.
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.
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.
5 Steps to Account-based Marketing Success
JANUARY 13, 2017
ABM drives bigger, better deals. Most marketing and sales folks I talk to agree … in theory. Many are still trying to figure out how to put ABM principles in place. If you fall into this category, and are looking for actionable how-tos, take a look at the account-based marketing primer just published and available now on SlideShare. The deck outlines the 5 steps you need to apply the super-targeted approach to reaching out to prospects that is ABM: Identify Targets and Target Roles. Focus on who needs you the most to avoid wasted effort. Segment and Stratify. Map content to audiences of one.
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?
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.
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!
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.
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.
The B2B Demand Gen Marketing Playbook
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.
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.
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
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?
How to Establish a Meaningful Lead Definition
FEBRUARY 2, 2017
Walk out of your office and ask the first three marketers and the first three sales executives you encounter one question: What constitutes a lead? suspect that you will get 6 almost entirely different answers to this essential, strategic question. Before technology came into play things were bad enough. With technology it is now possible to get more poor quality leads to sales faster than ever before. Most of them are a waste or wasted. Watch this brief video to learn how to establish a lead definition. Are we marketing to IT decision makers in the F100? Comments please!
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 ).
How to Refine Your Sales Methodology
NOVEMBER 17, 2016
Bob Apollo from Inflexion-Point Strategy Partners recently sent me three whitepapers to review and comment on. thought all three were excellent, but due to my background in, and passion about, lead qualification, that was the one topic that really stood out. Bob’s view: Traditional lead qualification, such as the over simplified BANT criteria (Budget, Authority, Need and Timeframe) are inadequate to reflect the dynamics of today’s complex buying process. recommend using ADOPTED as a highly refined methodology to guide the qualification process in today’s complex B2B sales environments. Options.
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
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.
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. ).
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
Seven Ideas to Increase Sales (Reading time: Five minutes or Less)
NOVEMBER 2, 2016
There isn't a senior executive at any company across the globe that doesn't want more sales. The trouble is, not every company truly understands what it takes to generate that additional revenue. Here are some best practices involved with increasing sales: Lead generation, lead qualification, lead nurturing: For every dollar you have closed, you have left two dollars on the table. Go to this blog to see why this is happening and what to do about it. Validation and calibration of lead scoring : Your scoring needs calibration. Avoid the missed potential that traditional database clean-ups miss.
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.
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
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.
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