Category: cmo
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How to “Package” a Complex Technical Product for B2B
How to “Package” a Complex Technical Product for B2B Without an operating system, a powerful server is just an expensive, humming metal box incapable of performing a single useful task. Similarly, a brilliant technical product without the right “packaging” is just a bundle of code on GitHub with no market value. By “packaging,” we don’t…
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Nurture Communication Scenarios for Different Deal Stages
Nurture Communication Scenarios for Different Deal Stages Your company’s sales pipeline is an expensive “graveyard.” Promising deals are “buried” here, lingering for months in the “thinking” or “under approval” stage. These deals are not lost, but they are not moving forward either. This breaks all forecasts and demotivates the team. Why is this happening? A…
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How to Implement a Systematic Approach Without Halting a Running Business
How to Implement a Systematic Approach Without Halting a Running Business You have studied the principles of systematic marketing. You agree that chaos is costly and that achieving predictable growth is the goal. Yet, when you look at your functioning department, you find yourself thinking: “This all sounds great, but for us, it’s probably too…
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A Pilot Project is Not a One-Off Initiative, But Rather the Creation of a Template for Future Growth
A Pilot Project is Not a One-Off Initiative, But Rather the Creation of a Template for Future Growth Imagine that you have successfully completed a 90-day pilot project. The identified “bottleneck” has been eliminated, the KPIs have been met, and leadership is pleased. As a strategist, however, you must ask yourself this main question: “What…
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What You Will Gain in Two Months of Systematic Work: From Chaos to First Data
What You Will Gain in Two Months of Systematic Work: From Chaos to First Data You will prepare to approach senior leadership and propose a transition to systematic marketing. But you know the question the CEO will ask after your passionate speech: “It sounds logical. But what exactly will we see in 60 days? Where…
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What Our Support Includes: From Idea to Report
What Our Support Includes: From Idea to Report Picture this: You’ve held dozens of meetings, selected a strategic marketing partner, and signed the contract. Monday morning arrives. At that moment, many executives face an unsettling question: “So what exactly happens next?” All too often, working with an agency turns into a “black box.” You hand…
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How to “Sell” the Idea of Systemic Marketing to Your CEO: A Step-by-Step Guide
How to “Sell” the Idea of Systemic Marketing to Your CEO: A Step-by-Step Guide You have studied different approaches and have a solid understanding of systemic marketing. You know exactly how to transform a chaotic set of activities into a predictable growth engine. Now, however, you face the most difficult challenge—one that cannot be solved…
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“How to Stop Fighting for Resources and Start Proving Value”: A Guide for the CMO
“How to Stop Fighting for Resources and Start Proving Value”: A Guide for the CMO It’s time for annual planning. Top management gathers at the negotiation table. The Chief Commercial Officer presents the revenue forecast. The production director presents the capacity plan. Then it’s your turn as the Chief Marketing Officer. Your speech should begin…
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Where to Find Resources for Strategy When Everything Is on Fire: A Guide for the Overloaded CMO
Where to Find Resources for Strategy When Everything Is on Fire: A Guide for the Overloaded CMO As a Chief Marketing Officer, your workday feels like that of a firefighter. You rush from one “burning” task to another: leads from advertising have dropped, the sales department urgently needs a presentation “yesterday,” and the CEO has…
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How to Build a Pain Map: A Practical Guide for the B2B Marketer
How to Build a Pain Map: A Practical Guide for the B2B Marketer Open your company’s website. It probably says something about “innovative solutions,” a “comprehensive approach,” and “business process optimization.” Now, open the websites of ten of your competitors. You will see roughly the same words. As a result, these correct but faceless phrases…