Category: blog
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“What You Can Learn About a New Market in Three Weeks”: A Framework for a Rapid Test
“What You Can Learn About a New Market in Three Weeks”: A Framework for a Rapid Test How Much Does a Strategic Mistake Cost? A decision to enter a new market based on incorrect assumptions can result in millions of wasted rubles and almost a year of lost time for a company. This is an…
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We Do Not Have “Account Managers.” We Have Marketing Engineers.
We Do Not Have “Account Managers.” We Have Marketing Engineers. Does this sound familiar? A chief technology officer spends an hour carefully explaining a complex technical detail of the product to an account manager from an agency. The account manager takes notes, nods politely, and leaves. Two days later, you see an advertisement with gross…
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Writing Content for Tech Products: How to Talk About Complexity Honestly and Clearly
Writing Content for Tech Products: How to Talk About Complexity Honestly and Clearly Marketing in B2B is a constant tightrope walk. On one side is marketing “hype”: loud but unrealistic promises that provoke justified anger from your technical team. On the other side lies the swamp of dull technical pedantry: precise yet impenetrable texts that…
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How to Turn a CRM from an Archive into a Smart Sales Assistant
How to Turn a CRM from an Archive into a Smart Sales Assistant Ask yourself one question: What is your CRM system really? Is it merely a “warehouse” of contacts and deals that salespeople reluctantly update for reporting purposes? Or is it the command center of your sales force, equipping salespeople with real-time intelligence and…
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Nurturing and ABM Through the Eyes of a Salesperson: How New Approaches Make Your Job Easier and Deal Sizes Bigger
Nurturing and ABM Through the Eyes of a Salesperson: How New Approaches Make Your Job Easier and Deal Sizes Bigger During a meeting, your manager announces the introduction of two new approaches: Nurturing and ABM. Your first thought is most likely: “Great, marketing has invented something else. Now they’ll spam my ‘warm’ clients, and I’ll…
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How Investments of Salespeople’s Time in Marketing Pay Off
How Investments of Salespeople’s Time in Marketing Pay Off What is the most valuable and expensive resource in the commercial function? It’s not the CRM system or the advertising budget. It’s your salespeople’s time. This is why the idea of closer integration with marketing often raises justified concerns among sales leaders. “It sounds great,” you…
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A Pilot with the Sales Team: How to Rebuild One Part of Your Funnel in 90 Days
A Pilot with the Sales Team: How to Rebuild One Part of Your Funnel in 90 Days You know your sales process is far from perfect. Deals get stuck, new hires take a long time to reach target performance, and your best salespeople rely on “heroics” rather than a system. However, the thought of restructuring…
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Content That Closes Deals: Four Formats Your Sales Team Needs
Content That Closes Deals: Four Formats Your Sales Team Needs A classic situation in B2B sales. The deal is 90% complete. The commercial proposal has been sent, the client likes the product, and your contact person (the “champion”) is on your side. Victory seems close. But the contract is still not signed. The deal has…
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“You Are Not Losing Control, You Are Reclaiming It”: How a Systematic Approach to Marketing Strengthens the Authority of the CEO
“You Are Not Losing Control, You Are Reclaiming It”: How a Systematic Approach to Marketing Strengthens the Authority of the CEO The classic image of a strong leader is someone who stays up to date on everything. They personally approve advertising creatives, participate in sales meetings, and review website copy. This seems to be total…
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What You Will Get in the First Three Months of Systematic Marketing: Three Concrete Business Assets
What You Will Get in the First Three Months of Systematic Marketing: Three Concrete Business Assets You are ready to invest in systematic marketing, and you have a plan for your first 90-day project. Like any executive, though, you ask the main question: “What will I actually get as an outcome? What tangible business assets…