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Marketing and Sales Alignment

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How to Seize the Elusive Goal of Marketing and Sales Alignment

Despite the focus, the goal of Marketing and Sales alignment remains elusive. Every business can employ three steps to improve alignment.

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Engage More Customers With the Best Parts of ABM and Journey Mapping

In a recent planning session with a B2B customer, we were discussing how to create more customer engagement with a very specific set of customer prospects. Here’s a quick overview of the scenario: The company is familiar with these customers but not currently doing business with them. The customers are aware of the company and […]

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Make Your Marketing & Sales Playbook a Powerful Alignment Tool

Most of the recommendations for improving Marketing and Sales alignment revolve around how these two organizations need to work together. Misalignment is often attributed to a variety of factors, such as different goals, different timelines, and different psychologies. Market dynamics such as commoditization, the Internet, mobility and virtualization, and changing business models only compound the […]

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How to Eliminate Breakpoints to Improve Customer Experience

“Customer experience (CX) is the new Marketing battlefront,” declared Gartner in their Customer Experience study. More than two-thirds of the respondents said their companies compete mostly on the basis of CX, and 81% say in two years’ time they expect to be competing mostly or completely on the basis of CX. It’s no wonder then […]

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How to Save a Year of Research for Your Account-Based Marketing

We’ve enjoyed the privilege of being engaged with a number of our customers for nearly two decades and last year were fortunate to add new projects and new customers. Our 2017 target for the number of new customers was significant, so, with all the rage about Account Based Marketing (ABM), we decided to experiment with […]

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When Is It Time to Embark on Repositioning?

In 1969, Jack Trout introduced the idea of market positioning in a paper published by Industrial Marketing Magazine. Later, along with colleague Al Reis, he popularized the concept with their bestselling book under the title, Positioning – The Battle for Your Mind (1981). Since then, we’ve all come to accept that proper positioning improves your […]

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Be Fanatical About Service Quality (And Why It Matters)

I have been fortunate in my career to benefit from a number of remarkable mentors. My first professional job was in a financial services organization working for Dwight Prade. It was Dwight who bestowed upon me the title “Customer Relationship Manager.” This was long before the era of CRM systems. Because switching providers in our […]

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Marketing Centers of Excellence Increase Growth and the Bottom Line

A Gartner report on Marketing spend once stated “with power comes great responsibility. By taking custody of these dollars, CMOs are promising more and more back to the business.” In investing these dollars CMOs are expected to increase the bottom line, drive growth, and champion the end-to-end customer experience. They achieve this by developing and […]

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How to Capitalize On Your Customer Journey Maps

Why do Customer Journey maps matter to your business? And why do you want to create them? Because they are an essential part of capturing and improving customer and market opportunities. “Journey,” according to Gartner is among the most overused Marketing phrases. We too plead guilty. Even so, the concept of Customer Journeys is too […]

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Is Your Marketing and Sales Alignment Suffering from the Flaw of NOW?

Businesses today understand that a positive customer experience is crucial for success. As a result, the topic of Marketing and Sales alignment, or the lack of it, continues to be a top of mind subject. Why does the importance of Sales and Marketing effectively working together continue to garner so much ink? Because the lack […]

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