Category: blog
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Marketing is a Sales Instrument, Not a Separate Department
Marketing is a Sales Instrument, Not a Separate Department A familiar scene unfolds in the conference room. Your best salesperson says, “Marketing has once again provided us with low-quality leads. We’ve wasted our time.” An hour later, the marketing director approaches you and says, “The salespeople don’t know how to work with our leads. They…
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Why Do Deals Drag On, Even If the Product Is Great?
Why Do Deals Drag On, Even If the Product Is Great? Every Chief Commercial Officer has a deal like this in their pipeline. The “perfect” one. The client matches your ideal customer profile perfectly, your product is critically important to them, and the sales manager has built an excellent relationship with the main contact. At…
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How to Explain That ABM Is Neither Expensive Nor Complicated
How to Explain That ABM Is Neither Expensive Nor Complicated You have probably heard the abbreviation “ABM” at conferences or read about it in articles. Most likely, you got the impression that ABM is only for enterprise corporations. You immediately imagine hyper-personalized campaigns, expensive gifts for CEOs, complex technology systems, and six-figure budgets. It seems…
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You Can’t Scale Chaos: The Pain of an Overloaded Marketing Department
You Can’t Scale Chaos: The Pain of an Overloaded Marketing Department Your company is growing. The marketing department’s workload has doubled, its team has grown, and its budget has increased. Yet, for some reason, the results remain the same. Everyone is constantly busy, deadlines are looming, and you never escape the feeling that you are…
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SMM, paid search, and trade shows: When They Don’t Work
SMM, paid search, and trade shows: When They Don’t Work “We spent $500,000 on paid search and didn’t get a single deal. Let’s turn it off.” “The leads from the last trade show are garbage. Don’t waste time on them.” “SMM is just empty chatter. There are no clients coming from it.” Sound familiar? In…
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Marketing is not The Same as Lead Generation. It is Logic and Structure
Marketing is not The Same as Lead Generation. It is Logic and Structure The most frequent—and dangerous—question is, “How many leads did marketing bring in this month?” This question probably comes up at every management meeting. It is simple, clear, and seems absolutely logical. But, in reality, it is the most dangerous question you can…
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The CEO Should Not Be a Marketer. The CEO should understand the system.
The CEO Should Not Be a Marketer. The CEO should understand the system. As we’ve stated in previous articles, the final responsibility for marketing success lies with the CEO. The first reaction to this idea is predictable: “Wait, but I’m not a marketer! I don’t have time to understand SEO, SMM, and targeting. My job…
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Systemic Marketing: Why Your Business Needs It, Not Just the Marketing Department
Systemic Marketing: Why Your Business Needs It, Not Just the Marketing Department Let me ask you a question. Who in your company is ultimately responsible for marketing? Nine out of ten executives will answer without hesitation: “The chief marketing officer” or “the marketing department.” They would be wrong. The correct answer that the CEO of…
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Why It Is Better to Have No Marketing Than Bad Marketing
Why It Is Better to Have No Marketing Than Bad Marketing At every business conference and in every business book, we hear the same thing: “You need marketing.” This truth has become so fundamental that people have stopped reflecting on it. And that is a mistake. This rule has a dangerous consequence: the belief that…
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Why Marketing in B2B Does Not Work: Systemic Mistakes of the Chief Executive Officer
Why Marketing in B2B Does Not Work: Systemic Mistakes of the Chief Executive Officer Although there is a marketing budget, there are no clear results. Reports are full of numbers, but these numbers are weakly connected to the main goal: profit growth. Leads are either “the wrong ones” or too expensive, and the B2B sales…