Marketing Craftmanship

JANUARY 8, 2021

In my experience, the sales team typically forgets to ask prospects how they’ve learned about the company or product. There are countless books, articles, research studies, educational seminars and consulting firms devoted to sales and marketing alignment. My guidance is neither unique nor comprehensive.

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

Marketing Craftmanship

JUNE 23, 2014

In the early 1990s, Highlander Consulting was engaged by Phibro Energy to help introduce energy derivatives to Chief Financial Officers at corporations with substantial exposure to fluctuations in oil, gasoline and jet fuel prices. The CFO as Productivity Manager: “There is a third CFO function, which is managing money for the business.

Allocation 100

Allocation Thought Leadership Work Management Consulting 100

Marketing Craftmanship

OCTOBER 14, 2014

Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. Conversely, intrinsic selling does not require a prospective client to base its selection of a seller based on work done for others. No leap of faith required. I see…and I remember. I do…and I understand.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 31, 2018

For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services, regardless of what their “marketing automation” expert promises.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

AUGUST 18, 2017

That longstanding production method was made obsolete over a 5-year period, with development of “ What You See Is What You Get ” screen technology, combined with the invention of laser printers and graphic design software such as PagerMaker. As an industry, Marketing Automation is in trouble for that reason.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

NOVEMBER 17, 2011

For most companies, there is no way to predict when a prospect will purchase their product or engage their services. The Key to Making the Short List.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

MARCH 24, 2011

Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. Having demonstrated Phibro Energy’s potential value in tangible terms, the sales rep was no longer viewed by the CFO as someone simply pushing products or services.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100