Tag: Sales and Marketing
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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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Marketing Without SMM: How to Build a B2B System on Fundamental Assets
Marketing Without SMM: How to Build a B2B System on Fundamental Assets What if I told you that you could build a successful B2B business with multimillion-dollar contracts without writing a single post on Telegram or LinkedIn? Most people would consider this heresy. Marketing directors face enormous pressure every day: “We have to be on…
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How to Understand Marketing Reports: Separating Logic from Noise.” A Guide for the CEO
How to Understand Marketing Reports: Separating Logic from Noise.” A Guide for the CEO Every month, you receive a report from the marketing department. It’s a 20-page document full of charts showing upward trends: social media reach has grown by 30%, website clicks have doubled, and engagement is breaking records. Everything looks very positive. However,…
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“How to Stop Managing Marketing Contractors ‘By Hand’:” A Guide for the CEO
“How to Stop Managing Marketing Contractors ‘By Hand’:” A Guide for the CEO You hired a marketing agency and several freelancers to free up your time so you could focus on strategy. But what actually happened? You’re now consumed by an endless stream of managerial tasks. The media buyer sets up advertising campaigns, the designer…
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Why Businesses Need Nurturing and Account-Based Marketing (ABM)
Why Businesses Need Nurturing and Account-Based Marketing (ABM): Explaining with Numbers How to Stop Wasting 95% of the Marketing Budget Take a look at your marketing budget and ask yourself, “Where is this money really going?” I’ll tell you where. In most B2B companies, up to 95% of the budget is wasted. This is not…
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Marketing as an Organizational Structure: Why You Should Design Roles, Not Just Hire People
Marketing as an Organizational Structure: Why You Should Design Roles, Not Just Hire People Your business is growing, and you reach the obvious conclusion: “We need marketing!” The next step also seems obvious: “Let’s hire a good marketer.” You find an energetic specialist who starts doing everything: launching ads, managing social media, writing copy, and…
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A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion
A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion No sensible manufacturer would try to sell an electrical appliance with a Chinese plug in Russia. Everyone knows an adapter is necessary. Without it, the product simply won’t work. It’s obvious. However, in the B2B world, we constantly see companies trying to enter a new…
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The Growth Ceiling: Four Signs You Have Squeezed the Maximum Out of Your Market (and What to Do Next)
The Growth Ceiling: Four Signs You Have Squeezed the Maximum Out of Your Market (and What to Do Next) For several years, your company grew by 50–100 percent per year, easily capturing market share. But over the last two quarters, something has changed. Growth has slowed to 10–15 percent. Your team is working just as…
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The Product isn’t Misunderstood Because It’s Complex; It’s Misunderstood Because You Never Built the “Bridge”
The Product isn’t Misunderstood Because It’s Complex; It’s Misunderstood Because You Never Built the “Bridge” “People just don’t understand how powerful and well-engineered our product is!” Nearly every R&D leader has probably said this in frustration when watching customers or internal teams fail to grasp the depth of a technical solution. In that moment, it…
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Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back
Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back How much does an hour of your lead architect’s time cost? Multiply that by the number of hours they spent last month on sales calls answering the same questions repeatedly about security principles or integration capabilities. The resulting sum…