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

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

SEPTEMBER 28, 2022

Consider these data points: Gallup : “Gallup found that 72% of employees were working on matrixed teams before the pandemic — ranging from ‘slightly matrixed’ employees who occasionally work on multiple teams to ‘highly matrixed’ employees who work on multiple teams every day and have teammates who report to different managers.”.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

MARCH 17, 2023

As customers put more and more value on personalized experiences, there’s a huge opportunity for data-driven marketing to drive growth in your organization—if you do it right. It’s about looking at performance information to see what’s working and what isn’t—then learning from the results to adjust your approach.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 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. Content personalization works closely with ongoing qualification. “The Biggest Thing Missing from AI?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

JANUARY 31, 2023

I recently re-connected with ANNUITAS CEO, Adam Needles , whom I had worked with in my 451 Group days. In my career, I have been lucky enough to work with customer success, product, and executive teams that valued the type of approach ANNUITAS helps clients take. For me, it’s all about timing, opportunity, scale and impact.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

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. Developing an omnichannel strategy that works for you may take some time, but we promise it’s well worth it.

Top of Funnel 130

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

ANNUITAS

MARCH 10, 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. Why are you trying to establish you or your organization as a thought leader in your space? What does it mean?

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 147

ANNUITAS

JULY 12, 2022

B2B organizations have for decades attempted to achieve so-called sales and marketing alignment – fueled by countless business books, analyst reports, strategic frameworks and consulting engagements – all well-meaning. Our new go-to-market organization must transcend these identities; it must seek to form a new, singular identity.

Organization 130

Organization B2B Marketing Lead Ranking Ad Building 130

ANNUITAS

DECEMBER 9, 2022

As we know, all organizations have had a tough year but no one feels the pressure quite like sales teams. Salespeople today spend on average one full work day researching their prospects so this research time needs to be worth it. Marketing has already made their list this year , so it’s time to hear from sales! A Miracle .

Cold Calling 130

Cold Calling Blast Campaigns Work Management Click Rate 130

ANNUITAS

JUNE 17, 2020

Between getting the c-suite on board, aligning your marketing and sales functions, and getting web and tech teams up to speed, demand marketing teams have to put in just as much work up front as they do throughout the new initiative. But picture this: Your organization is taking on a large new initiative. Sounds like a dream, right?

Demand 147

Demand Tips Work Management Advertising Agencies 147

ANNUITAS

JULY 20, 2021

Regardless of the size of your organization, campaigns can quickly become unwieldy. This commonality allows you to translate customer targeting and segmentation into a viable, repeatable conversation thread organized by customer journey stage. Title-based segmentation has many flaws.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

AUGUST 24, 2021

Most organizations are facing a need for transformation of their go-to-market in order to drive predictable and sustainable growth. ANNUITAS has led organizations through dozens of go-to-market transformations. Title and Role in the Organization. Read on to learn how to assess these traits within your organization.

Peer-to-peer 130

Peer-to-peer Advertising Agencies Paid Search Agency Work Management 130

ANNUITAS

SEPTEMBER 3, 2020

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? To be fair to SalesLoft, their technology offers the ability to set up an unsubscribe , but many organizations disable this feature. No conflict.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

JUNE 25, 2020

Companies (and growth leaders) who successfully align their people, processes, content, and technology around the customer journey deliver up to 10 times more sales growth * than organizations who do not unite all of these elements. Then COVID 19, racial tensions, new working realities come along and add even more challenging realities.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

NOVEMBER 15, 2021

Change in the working environment, change in the tools companies are using, and change in how buyers seek information and make purchases. No question about it: salespeople need to adapt (and quickly) to a digital-first approach that actually works. There’s been one constant over the last year and a half: change.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

MAY 21, 2020

To earn this trust, sales and marketing leaders need to work as a team to determine what they all agree is driving impact and build their model out with those value judgments as a starting point. Frequently, organizations will approach their Marketing Technology stack using Salesforce as its central database. Conclusion.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

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

AUGUST 30, 2018

In 2012 they released results from an internal study that showed that 80% of CEOs admit they do not trust and are not impressed by the work done by marketers (compared to a 90% approval of the work of CFOs and CIOs). “ Why is marketing hitting their targets while revenue is not growing as expected?

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

NOVEMBER 30, 2022

Before you jump in to play the blame game , check and make sure your sales and marketing systems are connected and working together so your teams can too. Speaking of sales, how can we decide on which marketing efforts are working when we can’t even define success? Something tells me you are not the decision maker in your organization.

Planning 130

Planning Work Management Marketing Management High Quality Lead 130

ANNUITAS

APRIL 29, 2021

You’ve done segmentation and persona work. You have done (some) customer journey work. 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.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

MAY 13, 2021

It represents a shift from a tactical, ‘random acts’ demand state to a sustainable and strategic mode for enterprise organizations. They have done some customer journey work and know how to delight their customer through their product or service. They have built personas and conducted market research. NEXT STEPS.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work 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. Most organizations lack the necessary end-to-end visibility. How do you know what’s working if you can’t track it? Deciding on Tactics is Not a Strategy.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

DECEMBER 14, 2022

“Throwing campaigns at the wall never works ,” he tried to explain to his friends on the marketing team— Dash, Derek, Parker, Vixie, Collin and Carrie, Donny and Barbie. Besides, perhaps this next round of keyword targeting would work. Meanwhile, Randy was in his office, alone, hard at work. The best part yet?

Marketing Analytics Tools 130

Marketing Analytics Tools Planning Peer-to-peer Ideal Customer Profiles 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. Ask, what are you doing as an organization to get to know your customers? What does it mean? Ah, the customer journey.

Ideal Customer Profiles 130

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

ANNUITAS

MAY 5, 2020

If your current strategy isn’t working, then neither will the person who was hired to support it. What marketing automation platform is currently in place, and how well is it working? How your current team is organized will have a big impact not only on who you hire, but on the overall success of your demand technology strategy.

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 29, 2016

To be clear, nothing in the study showed me that they obviously differentiated between paid advertising and organic shares. If it is something relevant to what they are working on, they will read it. Cut bait and try something different if it doesn’t work. That actually kind of makes sense.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

AUGUST 19, 2020

That formulaic approach is still widely applied today, but organizations that offer a considered purchase with a long sales cycle are finding that traditional growth marketing isn’t working for them. You probably have some standard data set to work with, probably in your marketing automation tool.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

FEBRUARY 10, 2020

Instead of just creating more and more leads, we’re emphasizing how all of the different marketing and sales touchpoints work together to drive the buyer towards revenue goals. It represents a fundamental shift towards aligning people, process, content, technology and data around the buyer journey. Speed is crucial.

Demand 113

Demand Lead Ranking Buyer's Journey Work Management 113

ANNUITAS

OCTOBER 25, 2016

We work with B2B companies to enable their sales teams, particularly when the strategy or sales message is changing. ANNUITAS: How important is it for sales teams to be involved in the demand generation approach for their organizations? To learn more about DSG and the impact they can have on your organization visit them at [link].

Consulting 153

Consulting B2B Sales Demand Generation Work Management 153

ANNUITAS

JANUARY 19, 2016

So much has been written about the importance of culture in an organization. Last week we held our annual sales kick-off that brings our fast-growing organization together for a few jam-packed days of learning, collaboration and a little fun, too. It should be pervasive – touching all aspects of an organization.

Act-On 100

Act-On Organization Activities Marketing Strategy 100

ANNUITAS

OCTOBER 27, 2023

Clearly there is a great deal of foundational work that needs to be done to make this type of automated campaign creation happen. Decisions made by end-user organizations in their processes, configurations, and underlying data have tremendous potential to both increase and decrease actual performance.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

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? That’s what makes this whole process work. Be personally invested in the idea.

Buy 100

Buy Marketing Proposals CMO Organic Leads 100

ANNUITAS

SEPTEMBER 7, 2021

A mature marketing organization is tracking its users’ online behavior. Neither approach works. Sales is wasting time looking for demographic data that will “pre-qualify” leads while ignoring the personalized information that the marketing team is already collecting (or has the potential to collect).

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

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. Learning more about Demand Marketing.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

SEPTEMBER 7, 2021

A mature marketing organization is tracking its users’ online behavior. Neither approach works. Sales is wasting time looking for demographic data that will “pre-qualify” leads while ignoring the personalized information that the marketing team is already collecting (or has the potential to collect).

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

MARCH 15, 2016

I used to believe that Marketers were the most enthusiastic group in an organization about what we do for a living. ” In other words, these become the tools that will never actually be adopted within the organization, and therefore, just cause conflict and become a source of wasted money.

Buzz 100

Buzz Paid Search Agency Advertising Agencies Social Media 100