Tag: Sales and Marketing
-
Why Good Products Fail Due to Poor Presentation: A breakdown for tech specialists and marketers.
Why Good Products Fail Due to Poor Presentation An analysis for techies and marketers. The history of IT is filled with brilliant but failed products. The technologically superior Betamax lost to the simpler, cheaper VHS. Google Wave, an advanced messenger that was ahead of its time, died without ever reaching mass adoption. The list goes…
-
Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”?
Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”? Marketing that doesn’t understand the fundamentals of your product’s architecture isn’t just useless; it’s harmful. This harm appears in two forms. The first and most obvious form occurs when marketing promises something that does not exist in the product,…
-
Why Even the Most Advanced IT Product Doesn’t Sell Itself: A Marketer’s View for Tech Specialists
Почему даже самый крутой IT-продукт не продается сам: взгляд маркетолога для технаря Your team spent months developing a product. You used the most modern tech stack, designed elegant architecture, and achieved outstanding performance. Technically, your solution is far superior to those of any competitor. Then, you launch it on the market, only to watch clients…
-
Systematic Warm-Up: Guiding Instead of “Hard Selling”
Systematic Warm-Up: Guiding Instead of “Hard Selling” End of the quarter. Sales targets are “on fire.” Your best manager grabs the phone and starts pressuring clients who politely said “We’ll think about it” just a week ago. His voice turns steely; manipulation and pressure come into play. Sound familiar? Even if a few deals close…
-
When Your CRM Is Full of Trash, Marketing Can Help
When Your CRM Is Full of Trash, Marketing Can Help You open your CRM to build a sales forecast for the quarter, only to realize with despair that none of the figures are trustworthy. Deals have been stuck in the pipeline since last year, half of your contacts have changed jobs, and finding a truly…
-
Marketing Helps Close, Not Open, Deals
Marketing Helps Close, Not Open, Deals In the world of B2B sales, there is a classic mantra: “Marketing opens doors; sales closes deals.” This division of labor worked for decades. However, in today’s complex world, where clients take months to make decisions and consult with numerous colleagues, this model is outdated. It’s not just inefficient;…
-
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…
-
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…
-
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…
-
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…