Cut costs, grow faster by building greater buyer trust

Ready, here it is…the line that’s said in every executive strategy meeting this time of year: “As we head into next year, we need to cut costs and grow faster.” While the statement is rife for snarky water cooler chat possibilities, it is not an oxymoron. It is what...

The Best Type of Marketing, Next to Advocacy (Of Course!)

As Marketers, we are always coming up with new and creative ways to position our organization, brand or products/services.  We continually tweak our value prop messages and push the boundaries of our corporate branding in attempts to grab buyers’ attention.  We play...

Boring No More! Turn Customer Marketing Reports into Your Best Asset

Ask any VP-level or above in Marketing if they’ve read any thrilling reports lately, and you’re sure to be met with a look of distinguished confusion. The fact is, an overwhelming number of marketing metrics reports aren’t exactly page turners. Yawn. So how can you...

Have You Overlooked This Customer Success Component?

Did you attend the biggest customer success event on the planet – Pulse 2017?  I did, and boy was it energizing. Not because it was 4,000+ people. Not because of the surprise Vanilla Ice performance at 9am. Not because of the amazing atmosphere at the event. I...

B2B Buyer Trust: They’d Rather Hear It From a Peer than You!

When you need to find someone to babysit your children, or watch your dog for the weekend, or remodel your kitchen, what do you do? Do you just Google it and click on the first ad you see? Of course not! You seek out a recommendation from a family member, friend,...

Achieving Sales & Marketing Alignment With Happy Customers

In a January 2017 Harvard Business School article on corporate alignment, there was a statement that made me pause. Companies are spending $12 billion on Sales Enablement annually, not counting the billions spent on CRM systems.  The article then when on to mention...
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