Monday, November 29, 2010 Content Marketing and the Forgotten Sales Professional Each week the Content Marketing Institute poses a new question to help drive content marketing best practices. This weeks question: What other areas of the organization can help build loyalty/buy-in to the content marketing program? In many organizations, Sales and Channel Enablement groups are responsible for leveraging and building best practices so that sales professionals are aware of available content and how to use it effectively in the sales process. Do White Papers Still Engage? MORE >>

Consider the multitude of marketing channels a target prospect in the high tech industry faces each day: email, social media (Facebook, Google+, Twitter), corporate (Yammer, Jive, Chatter, Sharepoint), professional (LinkedIn), advertising (Adwords), blogs and phone calls. Craig Roth of Gartner discussed this issue from a different perspective in a blog post entitled Information Overload is Not Just Filter Failure. It’s a very thought-provoking topic because this is fundamentally about human psychology and our capacity to process and absorb information. MORE >>

new role has emerged at many leading B2B companies, Sales Enablement, and recent research from Forrester and IDC proves this new sales enablement practice as the key linchpin required to help a B2B company bridge the gap between their business strategies and how they execute in the field. Today, buyers are looking for business partners that will help them drive business results or outcomes – rather than bundle their products and services into solutions.&# Tom’s ROI and TCO experience began in 1993 with Interpose (acquired by Gartner in 1998). and We Agree! MORE >>

Friday, September 03, 2010 Frugalnomics Forces Changes in Sales Enablement As defined by Forrester, "Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customers problem-solving life cycle to optimize the ROI of the selling system.&# Tom’s ROI and TCO experience began in 1993 with Interpose (acquired by Gartner in 1998). Frugalnomics in Full Effect: Forrester and Gartner. MORE >>

The value of the check-in, and even the growth of location-based coupons, did not adapt well to the complex relationship-building process for B2B social media. Look at growth of smartphones, sales of iPhones, the growing Android platform and even a Gartner report from earlier this year that says the number of mobile phones that can access the web will exceed the number of PCs by 2013. Google, Twitter and even Facebook pushed the notion of real-time to the top of their platforms, which helps B2B companies see the importance of social media adoption. and social CRM. MORE >>