| | | Chris Koch | |  Sales | 42 articles |
| Page 1 of 1 | Previous | Next | CHRIS KOCH MAY 15, 2012 Why salespeople should sell ideas: an FAQ Sales and marketing need to work together to develop an idea network —a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. Traditional forms of marketing are still incredibly value later on in the sales cycle, but at the early stages, companies must produce articles and surveys that can compete with what the journalists used to provide. Sales and marketing need to work together to figure that out. Companies need to become as good at idea sales enablement as they are at idea publishing. | CHRIS KOCH OCTOBER 1, 2010 13 questions about social media and thought leadership You will never track it through to a sale and if you do, you’ll never be able to separate it from other factors affecting the sale. Thought leadership has a role to play, but it’s more to do with building a relationship than making the sale. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. | | | | | |
| CHRIS KOCH APRIL 10, 2009 Why bother with thought leadership? Five questions and answers. Especially in B2B, products and services are becoming more complex and sales cycles are getting longer. This post is from a real query I received from a client this week. The questions display a healthy distrust for accepted wisdom, which I like, and provide a good test of the thinking behind thought leadership marketing. See what you think of my answers: How did thought leadership initiatives in companies begin? Thought leadership marketing is based on the academic research publishing model, in which academics created journals built around a peer review process. Posted in Uncategorize | CHRIS KOCH SEPTEMBER 29, 2011 9 attributes of the best thought leadership content Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Education and Training Executive leadership Management marketing Sales Thought leaderSome time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. Differentiated. | CHRIS KOCH SEPTEMBER 24, 2010 Should sales enablement be owned by sales rather than marketing? I’m wondering if it’s time to take sales enablement away from marketing. What do I mean by sales enablement? heard a great definition from my former ITSMA colleague Jeff Sands the other day: Sales enablement is helping salespeople be more credible with customers. We all know how sales enablement got started in B2B. Sales enablement used to mean brochures. From what I can tell, the internet didn’t disrupt the basic model for the sales enablement process; it just moved much of it online. Social media changes sales enablement. If so, why? | CHRIS KOCH DECEMBER 28, 2010 15 things marketers should stop doing and thinking in 2011 Unless you are selling products, and inexpensive ones at that, it is impossible to track a tweet or a blog post directly to a sale. CEOs don’t care about individual tactics; they want to know whether marketing in general reduces the time to revenue and improves the productivity of sales. Sales support is marketing’s primary role. Many companies think that they are maximizing their investment in marketing by limiting it to sales support. Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media has ROI. don’t. | | | | | | | |
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CHRIS KOCH | FRIDAY, JUNE 11, 2010 Is lead generation killing marketing?
This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. The perceptions that marketers send nothing but junk leads to sales and fail to measure the impact of those leads on revenue have been hurting marketers’ relationships with salespeople—and the business—for at least a decade. Seems doubtful. We need one, too. MORE >> -
CHRIS KOCH | FRIDAY, MARCH 18, 2011 3 ways to link marketing to revenue without metrics
Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. They want more strategic answers, such as whether marketing is increasing the velocity of contacts through the buying process and reducing the time and effort that salespeople need to expend in making a sale. I’m looking forward to our annual ITSMA spring road trip. Hope you can join us. But hold the beverages. MORE >> -
CHRIS KOCH | FRIDAY, JULY 10, 2009 How old-school data capture is poisoning marketing and what to do about it
PDF-checkers were hot leads, interested in Level 3’s solution, so we quickly passed these leads off to Level 3’s sales team to make the call in time.”. By default, we try to get as much as we can, because we figure sales is going to rip us up if we don’t—or because we figure free content (that wasn’t free to us—we killed ourselves creating it) should have to come at some kind of price. As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. In our recent Web 2.0 efforts so far (by 67% of respondents). That’s it. MORE >> -
CHRIS KOCH | FRIDAY, OCTOBER 22, 2010 Why Lead Management Automation Really Matters
This is where we as marketers need to provide more content—but not sales content. Tags: Lead Management Marketing Automation Automation B2B marketing Forbes Google ITSMA marketing Sales Social Media We should care more about lead management automation in B2B marketing. Maybe we don’t care enough because we’re focusing on the wrong reasons for doing it. It isn’t because the software for automating this stuff has improved, or because it’s available through the cloud so you don’t have to deal with those people over in IT. No, there’s something bigger going on here. What do you think? MORE >> -
CHRIS KOCH | MONDAY, MARCH 12, 2012 6 ideas for sifting the mobility chaos
The problem is that this data sits in silos—and everybody’s silo says something different— sales’ is different from marketing’s, which is different from finance’s. For about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity. Hire us.]“ In this increasingly global and interconnected world [hey, we can't deny the past, right?] Hire us.]“ My destination? MORE >>
- Should we stop marketing to the CIO? CHRIS KOCH | TUESDAY, OCTOBER 12, 2010
- I have seen the future of B2B marketing. It’s on Forbes. CHRIS KOCH | WEDNESDAY, NOVEMBER 7, 2012
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- Where is the utility in mobile apps for B2B? CHRIS KOCH | MONDAY, DECEMBER 10, 2012
- The five components of a successful thought leadership program CHRIS KOCH | FRIDAY, AUGUST 21, 2009
- Social media raises the bar for customer intimacy CHRIS KOCH | FRIDAY, MARCH 12, 2010
- We need an app for that CHRIS KOCH | FRIDAY, JULY 24, 2009
- There is only one objective in social media: create learning networks CHRIS KOCH | FRIDAY, JANUARY 8, 2010
- The five components of a successful thought leadership program CHRIS KOCH | FRIDAY, AUGUST 21, 2009
- There is no social media strategy, only marketing strategy CHRIS KOCH | WEDNESDAY, FEBRUARY 24, 2010
- Why marketers must become the new publishers CHRIS KOCH | TUESDAY, OCTOBER 6, 2009
- How social media will change lead generation in B2B CHRIS KOCH | FRIDAY, FEBRUARY 26, 2010
- 9 attributes of the best thought leadership content CHRIS KOCH | THURSDAY, SEPTEMBER 29, 2011
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- Where is your mobile marketing center of gravity? CHRIS KOCH | FRIDAY, APRIL 30, 2010
- When does content need to be mobile? CHRIS KOCH | FRIDAY, MARCH 5, 2010
- Thought leadership is still dead; long live idea marketing CHRIS KOCH | FRIDAY, FEBRUARY 5, 2010
- Why the volume and quality of interactions with customers has to pass for social media ROI CHRIS KOCH | FRIDAY, JANUARY 22, 2010
- Social media isn’t enough. We need a marketing transformation. CHRIS KOCH | FRIDAY, JANUARY 15, 2010
- Why B2B marketers need to embrace deal marketing CHRIS KOCH | TUESDAY, DECEMBER 29, 2009
- Why B2B marketers hate social media CHRIS KOCH | FRIDAY, DECEMBER 18, 2009
- Want to understand your customers’ business needs? Give them an award. CHRIS KOCH | FRIDAY, NOVEMBER 6, 2009
- We need an app for that CHRIS KOCH | FRIDAY, JULY 24, 2009
- Four reasons to stop measuring marketing CHRIS KOCH | FRIDAY, JULY 31, 2009
- The information gap between marketing and sales—and how to fill it CHRIS KOCH | FRIDAY, SEPTEMBER 11, 2009
- Why marketers must become the new publishers CHRIS KOCH | TUESDAY, OCTOBER 6, 2009
- The information gap between marketing and sales—and how to fill it CHRIS KOCH | FRIDAY, SEPTEMBER 11, 2009
- Four reasons to stop measuring marketing CHRIS KOCH | FRIDAY, JULY 31, 2009
- Bring marketing into the account planning process CHRIS KOCH | FRIDAY, APRIL 17, 2009
- Want to get along better with sales? Find a way to work together. CHRIS KOCH | FRIDAY, MAY 1, 2009
- How customers will react to a crisis in your company and what to do about it CHRIS KOCH | FRIDAY, JUNE 5, 2009
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