ANNUITAS

AUGUST 19, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases. My most recent blog posts have proposed a new approach for B2B go-to-market teams — a Converged Growth organizational model.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

DECEMBER 11, 2023

The implications are two-fold: #1 – Digital interruptive channel execution must be truly flawless (to be worth the spend) and must be balanced against organic channels (meaning it can’t be over-indexed). #2 This is a similar trend reported in the 2022 report , as well. How will this change in 2024?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

FEBRUARY 16, 2023

Over the past six months, we have been writing and speaking about the importance of building a Converged Growth organization as the foundation of a successful go-to-market transformation. First, the charter for the role of the Chief Growth Officer (CGO) is inextricably linked to the charter of the Converged Growth organization.

Lead Ranking 130

Lead Ranking Top of Funnel Peer-to-peer Paid Search Agency 130

ANNUITAS

JULY 21, 2022

Spoiler alert: The ‘classic’ B2B go-to-market organization and approach is fundamentally broken and out-of-date; moreover, trying to course correct by working on ‘sales and marketing alignment’ is inadequate and unattainable. ” In my last piece, I also outlined a new strategy tack.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 28, 2022

B2B go-to-market organizations – spanning marketing, sales and service teams – are overly-matrixed, overly-siloed and/or overly-stuck in legacy ‘functional’ organizational models. The reality is that the majority of modern B2B go-to-market organizations are everything except focused on the customer.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

AUGUST 2, 2023

This book is the culmination of months of research and analysis, and is aimed at helping growth leaders rethink their go-to-market to meet today’s go-to-market challenges. In short, the book is all about helping you create what we see as a new “Operating System” for go-to-market.

Marketing Analytics Tools 130

Marketing Analytics Tools Act-On Analysis Marketing Management 130

ANNUITAS

MARCH 1, 2023

We’ve tried to cover the bases when it comes to both the role and responsibilities, as well as the type of individual that would be best to lead the Converged Growth charge for the organization. This Position Description Can Help Your Search appeared first on Annuitas. The post Searching for a Chief Growth Officer for Your Business?

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

APRIL 9, 2020

It’s been more than a decade since we’ve seen such a radical change in the market – one that is driving every organization to reconsider its business strategy – including its go-to-market approach and sales motion. Here are four ideas to help jumpstart your pivot and help you thrive in this change. And, what’s changing?

Peer-to-peer 264

Peer-to-peer Demand Validation Demand Generation 264

ANNUITAS

NOVEMBER 14, 2022

In our new content series, Behind the Buzzwords , ANNUITAS will break down the complex jargon you see trending in go-to-market thought-leadership and help you cut through the noise to contextualize it for your organization. . Is my organization aligned around a funnel management process that supports the entire customer journey?

Digital Transformation 130

Digital Transformation Top of Funnel Digital Marketing Funnels Sales Qualified Leads 130

ANNUITAS

JUNE 17, 2020

But picture this: Your organization is taking on a large new initiative. In reality, rallying a large, complex organization around any initiative – especially a Demand Marketing Transformation – is no easy feat. This will help keep your message and goals consistent and your vision aligned across departments.

Demand 147

Demand Tips Work Management Advertising Agencies 147

ANNUITAS

JANUARY 20, 2023

In our new content series, Behind the Buzzwords , ANNUITAS will break down the complex jargon you see trending in go-to-market thought-leadership and help you cut through the noise to contextualize it for your organization. What does this word mean?

Top of Funnel 130

Top of Funnel Paid Social Agency Digital Marketing Funnels Advertising Mediums 130

ANNUITAS

APRIL 10, 2023

In our Behind the Buzzwords content series, ANNUITAS breaks down the complex jargon you see trending in go-to-market thought-leadership and helps you cut through the noise to contextualize it for your organization. Ultimately, developing a customer journey is only helpful if you do it right. What does it mean?

Ideal Customer Profiles 130

Ideal Customer Profiles Top of Funnel B2B Thought Leadership Lead Ranking 130

ANNUITAS

OCTOBER 31, 2023

They repeat practices that show diminishing returns, lack the framework of a larger GTM strategy, and fail to move any closer towards building a true Perpetual Growth Engine for the organization. The systems, data and GTM organization work in harmony around the GTM motion — pre- and post-sale. “The Biggest Thing Missing from AI?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

FEBRUARY 23, 2021

Because of this legacy, the rest of the organization often thinks of marketing as a cost-center and a tenuous relationship exists. Deciding on tactics is not a strategy and will not help you achieve growth goals. Most organizations lack the necessary end-to-end visibility. Deciding on Tactics is Not a Strategy.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

MAY 21, 2020

Over the years, I have seen Marketing Attribution models transform from a nice-to-have tool to help demonstrate marketing’s performance into a must-have core business planning component. Frequently, organizations will approach their Marketing Technology stack using Salesforce as its central database.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

SEPTEMBER 3, 2020

In particular, helping sales team members improve their ability to engage right place, right time with prospects and customers. So then what are the major problems with automated sales cadences as they are typically deployed by sales organizations, and how does this harm Customer Experience? No conflict.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

NOVEMBER 22, 2023

This positioning also addresses a fundamental gap in many go-to-market stacks, where organizations are able to do targeting of outbound messages and achieve some level of site personalization, but where true inbound/on-site nurture is not possible. ANNUITAS can cite very few organizations at this level of go-to-market maturity.)

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

FEBRUARY 25, 2020

Build buyer personas to pinpoint the variety of potential prospects and help curate content to meet various personas’ specifications. What is their role in their organization? Building buyer personas helps businesses deliver the right message to the right person as well as in the right medium. Are they a decision maker?

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

MAY 13, 2021

It represents a shift from a tactical, ‘random acts’ demand state to a sustainable and strategic mode for enterprise organizations. Technology is not a demand solution: Too often enterprise organizations consume an increasing amount of marketing and sales technology in order to address go-to-market challenges. NEXT STEPS.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

JANUARY 19, 2022

As early as 2017 two-thirds of buyers preferred finding information on their own instead of getting help from sales reps. Read on to learn how to balance changing buyer preferences with a hybrid sales model that works for your organization. Looking for more help on how to adapt your sales strategy to new buyer behaviors?

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

NOVEMBER 30, 2022

Something tells me you are not the decision maker in your organization. Since we’ve already discussed budgets, hiring someone to help lighten the load may not be in your future. If items 1 and 2 are high on your list this year, it sounds like your sales and marketing teams might be misaligned. . Form Fills with Real Information .

Planning 130

Planning Work Management Marketing Management High Quality Lead 130

ANNUITAS

APRIL 29, 2021

Conversation Track Architecture provides a scalable basis for orchestrating Customer Dialogue across stakeholders and customer journey stages – a critical organizing principle for effective Demand Process. To learn more about each of these concepts, read: A Framework for Sustainable Growth: ANNUITAS Demand Process.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

NOVEMBER 2, 2021

Many organizations have expanded their inside sales teams, either through hiring or transitioning field sellers, to accommodate this shift. We’ve worked with dozens of organizations to implement results-driven inside sales programs and throughout the years we’ve seen that there are five steps to take to maximize the impact of inside sales.

Top of Funnel 130

Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 130

ANNUITAS

OCTOBER 7, 2020

What the two companies bring together helps to build a fuller featured platform around targeting, qualification, web personalization and intent. It’s not enough to apply target account lists to engagement, without adding the ‘people’ layer to reach the right people at the right organizations at the right time.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

OCTOBER 27, 2023

We also believe the company needs a dose of a Perpetual Growth Engine strategy — i.e., a true methodology — to help guide the connectivity between these elements. to help the customer along their journey. To move beyond core productivity gains (i.e., The addition of Copilot does two positive things for marketers.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

OCTOBER 25, 2016

ANNUITAS: Tell us a bit about yourself and how DSG Consulting helps their clients? ANNUITAS: How important is it for sales teams to be involved in the demand generation approach for their organizations? TM: It’s just a symptom of a larger challenge around aligning the sales organization with the company’s growth strategy.

Consulting 153

Consulting B2B Sales Demand Generation Work Management 153

ANNUITAS

FEBRUARY 3, 2020

I once was on the phone with a client who was describing his sales organization to me and he said something that caught my attention: “My people have gotten robotic. More importantly, how can we frame a conversation that convinces our buyer that we understand who they are and how we can help? We can help. Where we should be.

Peer-to-peer 173

Peer-to-peer Work Management Marketing Management Sales Qualified Leads 173

ANNUITAS

OCTOBER 11, 2016

Why or how do organizations drive change? At times, organizations enact change because they want to take advantage of a competitive situation. Other times change occurs out of necessity, it may forced for one reason or another or conversely, it happens organically. Max McKeown. A year ago we took a hard look at our website.

Rules 124

Rules Organization Marketing Automation Services Marketing Management 124

ANNUITAS

DECEMBER 14, 2022

She needed something, a new, scalable, sustainable way of thinking to help them weather this storm and stay ahead of competition. Yes—but I know that this vision will help guide us through 2023 and beyond!” Ideally, we’d no longer silo these areas and create one, converged growth B2B go-to-market organization ,” Randy said.

Marketing Analytics Tools 130

Marketing Analytics Tools Planning Peer-to-peer Ideal Customer Profiles 130

ANNUITAS

JUNE 10, 2020

It is a strategic component of a company’s overall go-to-market motion — complementary to and collaborative with a company’s sales and channel organization(s). The connective tissue that brings together these activities is the customer buying journey as an organizing principle.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

MAY 13, 2020

A Nielsen blog post notes : Marketers in every industry have one common goal: Prove that marketing efforts help drive more revenue… . These organizations are activity-driven, not outcome-oriented. Both ask the same, fundamental question when analyzing demand marketing budgets: What real sales ‘lift’ am I getting from this spend?

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

NOVEMBER 15, 2021

In this breakdown, we share three concrete changes you can adopt within your own organization to build better digital relationships. Between self-service information and quick calls between reps and prospects, inside sales helps you focus on the right leads without a long lead time. ? 1: Hire and train more inside sales. Ease of scale.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

SEPTEMBER 29, 2016

To be clear, nothing in the study showed me that they obviously differentiated between paid advertising and organic shares. Buyers may use social media to help create a short list of potential vendors, but struggle with it as a tool to help in the final stages of the decision making process. That actually kind of makes sense.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

SEPTEMBER 6, 2016

Many organizations foster the idea of innovation and welcome change within; however, most sadly do not. So, how can you share ideas and influence change within your organization and gain the often elusive executive buy in? Understand what drives your other audiences and pitch the ideas accordingly. Be personally invested in the idea.

Buy 100

Buy Marketing Proposals CMO Organic Leads 100

ANNUITAS

MAY 19, 2016

Here are a few of my observations about the study: 39% of B2B Content Marketing Organizations are Fooling Themselves. When asked if they had a Content Marketing Strategy – 39% of organizations replied “yes, but it is not documented.” According to the study, 75% of the most effective organizations have one in place.

Content Marketing 140

Content Marketing Demand Generation Content Cross-Selling 140

ANNUITAS

OCTOBER 11, 2016

At times, organizations enact change because they want to take advantage of a competitive situation. Other times change occurs out of necessity, it may forced for one reason or another or conversely, it happens organically. However, understanding the critical components for change can help ensure the process is embraced.

Rules 100

Rules Marketing Automation Services Marketing Management Demand Generation Agencies 100

ANNUITAS

JUNE 23, 2016

Are you helping buyer’s solve challenges, or are you contributing to the “content noise” that has become deafening these days? ANNUITAS, like many organizations, wanted to learn more about our buyers. Most of the research and studies we found skewed towards SMBs and start-ups and although that data was helpful, it wasn’t our audience.

Buyer Personas 124

Buyer Personas Demand Generation Content Advertising Benchmark 124