marketing

3 lessons to prepare marketing leaders for 2021 and beyond.

There’s an uncomfortable truth that we need to talk about as marketers. But before we “go there,” we need to talk a bit about all of the time, effort, and spend that goes into a critical business function: the collateral that sales uses in order to sell. We recently collaborated with Demand Metric on research…

Sales enablement is a rapidly growing discipline, with the market poised for remarkable growth over the next five years. As a result of today’s technological capabilities and a need to work better, faster, and smarter, many leading companies are beginning to adopt sales enablement as a part of their growth strategies. But with the success…

I recently came across a Forbes article that discussed the misperception of marketing in Silicon Valley. The article explains that in many tech companies, any part of the company that isn’t tech-driven (marketing, HR, even operations and business development) is considered secondary. The author suggests that marketing isn’t taken seriously at these companies because the…

The sales and marketing relationship is a classic example of symbiosis: neither can exist without the other, and when they work together, both are better off. But sales-marketing alignment is no easy feat: it’s full of complicated processes that lack visibility and efficiency, leaving both teams to wonder who is responsible for what and if…

Have you seen the recent video in the Huffington Post that showed the first day of kindergarten from the point of view of a new student? A curious and proactive father strapped a GoPro on his daughter and was able to see all of her adventures unfold. This father was curious of his daughter’s experiences,…

It’s been a whirlwind of sessions, information, and innovation so far at INBOUND 2015! One of the best sessions I’ve attended so far was “The Future of IT Sales: The Customer Now Leads the Sales Process.” Self-proclaimed “recovering seller” Tiffani Bova, VP, Distinguished Analyst from Gartner, discussed the future of selling in a customer-centric world.…

What do you do when another company is sharing misinformation about you on their website? You set the record straight.  My initial reaction to the page below on Docurated’s website, titled Seismic Alternative, wasn’t angry. I actually cracked a wry smile and tipped my “grey hat” of marketing tactics to them. My intention here is…

Today’s sales and marketing teams are operating in the age of the customer. In order to be successful, these teams must focus their strategies and actions on the buyers’ problems and opportunities. This means that instead of focusing sales conversations and marketing content on product features and company glory, the focus must be on the…

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