Category: blog
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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…
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What a Pilot Project for Building Systematic Marketing Looks Like: A Complete Decomposition
What a Pilot Project for Building Systematic Marketing Looks Like: A Complete Decomposition You have come a long way, from recognizing individual problems to understanding that your business needs a systemic transformation of marketing and sales. You no longer question the “why.” The main question now is “How?” How can you take the first step…
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How to Start a Systemic Transformation: The First Safe and Effective Step
How to Start a Systemic Transformation: The First Safe and Effective Step You’ve read dozens of articles. You’ve progressed from identifying specific problems to recognizing that your business requires a comprehensive overhaul of its marketing and sales strategies. You no longer doubt the “why.” You are ready to act. But the key question echoes in…
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How can you validate a segment without a CRM or a marketer?
How can you validate a segment without a CRM or a marketer? It’s common to overhear conversations like this inside companies. The Chief Business Development Officer (CBDO) says, “We need to test a hypothesis about entering the financial sector.” The response is: “Great idea, but first, we need to implement a CRM, set up end-to-end…
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Entering a new segment is not a one-time launch, but rather a series of tests. A Framework for Action.
Entering a new segment is not a one-time launch, but rather a series of tests. A Framework for Action. Imagine two scenarios of your company entering a new industry. Scenario A: “The Big Bang.” This scenario involves six months of intense preparation, hiring a new team, and allocating a multimillion-dollar marketing budget. On day “X,”…
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How to Build the “Pain → Role → Content” Chain
How to Build the “Pain → Role → Content” Chain Sound familiar? Your marketing department runs like clockwork. Every month, you publish articles, case studies, and white papers. There is plenty of content. However, when you talk to your sales team, you hear the same complaints: “We don’t have any usable materials,” “I have nothing…