Read more about the article Unlocking Revenue Opportunities Through Win-Loss Analysis

Unlocking Revenue Opportunities Through Win-Loss Analysis

  • Post author:
  • Post category:
  • Post comments:0 Comments

Stu Perlmeter, founder of 1st Resource, with Practice Lead Janet Flesch and Interview Analyst and Expert Kelly Eisner, discuss the benefits of a qualitative approach to win-loss analysis and how it can provide deep insights into the buyer journey, decision process, and competitive landscape. They share how win-loss analysis has helped companies uncover pricing issues, streamline their sales process, inform product development, and improve marketing messaging.

Continue ReadingUnlocking Revenue Opportunities Through Win-Loss Analysis
Read more about the article CSO POV: How To Get Marketing More Involved in Sales

CSO POV: How To Get Marketing More Involved in Sales

  • Post author:
  • Post category:
  • Post comments:0 Comments

Megan Howe, the Chief Sales Officer at Oversight and an expert in branding and demand generation, delves into the relationship between marketing and sales, highlighting the significance of branding and thought leadership in the buying process. She underscores the necessity of collaboration between sales and marketing teams to ensure a library of branded thought leadership content is readily available. This addresses objections and maintains credibility throughout the sales cycle.

Continue ReadingCSO POV: How To Get Marketing More Involved in Sales
Read more about the article Lessons Learned from Building Many Aligned GTM Infrastructures

Lessons Learned from Building Many Aligned GTM Infrastructures

  • Post author:
  • Post category:
  • Post comments:0 Comments

Crys Black, a marketing expert with a background in tech startups, discusses the importance of creating an aligned go-to-market structure within a company. She emphasizes the need for aligned goals, transparency, and trust among departments, such as sales, marketing, and customer success. By using tools like OKRs and CRM systems, companies can track and measure ROI, empower sales teams with quality content, and create a customer-centric approach to marketing.

Continue ReadingLessons Learned from Building Many Aligned GTM Infrastructures
Read more about the article 2024 Report: Why Content is the New ABM

2024 Report: Why Content is the New ABM

  • Post author:
  • Post category:
  • Post comments:0 Comments

Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, discusses the findings of her recent report on B2B investments in 2024. The report reveals that high-growth companies prioritize efficiency, retention, and expansion as their most important outcomes. Content marketing emerges as a key strategy. Mattie emphasizes the importance of audience-centric content and a connected buyer journey. She also highlights the need for companies to focus on customer retention and expansion rather than solely on net new acquisition.

Continue Reading2024 Report: Why Content is the New ABM
Read more about the article Part 6: Why Do B2B CMOs Fail So Quickly?

Part 6: Why Do B2B CMOs Fail So Quickly?

  • Post author:
  • Post category:
  • Post comments:0 Comments

Mark Stouse is the former CMO of a large enterprise organization and the current CEO of Proof Analytics, a software analytics company. Mark discusses the importance of being a data-driven CMO and how most CMOs do it wrong. He emphasizes that data is always about the past and not predictive of the future, making it crucial for marketers to focus on forecasting and understanding causality. He also shares insights from his interviews with CEOs and CFOs, highlighting their frustrations with marketing. He concludes by discussing the time lag in B2B marketing and the importance of using analytics to prove the value of marketing investments.

Continue ReadingPart 6: Why Do B2B CMOs Fail So Quickly?
Read more about the article CMOs: The Impact of FOMO on Revenue

CMOs: The Impact of FOMO on Revenue

  • Post author:
  • Post category:
  • Post comments:0 Comments

B2B marketing specialist Amanda Rabideau highlights FOMO's influence on revenue marketing. She advocates targeting specific audiences, enhancing customer understanding, efficient resource allocation, and faster growth. Emphasizing the importance of aligning sales and marketing goals, she notes that misaligned incentives can impede company performance.

Continue ReadingCMOs: The Impact of FOMO on Revenue
Read more about the article How to Reframe the B2B Buyer Conversation for Success

How to Reframe the B2B Buyer Conversation for Success

  • Post author:
  • Post category:
  • Post comments:0 Comments

James Krouse, CMO of Eastridge Staffing Solutions, emphasizes shifting B2B marketing from product focus to educating and supporting buyers. He demonstrates how his company has successfully challenged the narrative, emphasizing thought leadership, trust, and engagement. Krouse advocates for B2B marketers to adopt innovative approaches and storytelling to highlight their expertise and expedite the sales process.

Continue ReadingHow to Reframe the B2B Buyer Conversation for Success
Read more about the article Using Content to Do the Heavy Lifting for You

Using Content to Do the Heavy Lifting for You

  • Post author:
  • Post category:
  • Post comments:0 Comments

Karla Rivershaw, an award-winning global marketing leader, discusses the power of content marketing and its role in understanding and guiding the buyer's journey. Karla highlights content as a crucial data source, enabling marketers to understand their audience better and tailor their approach accordingly. The conversation also explores the value of intent data in identifying potential buyers and streamlining the sales cycle.

Continue ReadingUsing Content to Do the Heavy Lifting for You
Read more about the article CRO POV: The Future of the B2B Revenue Engine

CRO POV: The Future of the B2B Revenue Engine

  • Post author:
  • Post category:
  • Post comments:0 Comments

Eric Steele, the CRO at Source Advisors and a 15-year veteran at Forrester, stresses that the future of the B2B revenue engine lies in total alignment and strong brand equity. As B2B buyers become more empowered and knowledgeable, it is essential for companies to create a seamless alignment between sales, marketing, and customer success. This alignment not only ensures a consistent and valuable customer experience but also drives growth and success for the business as a whole.

Continue ReadingCRO POV: The Future of the B2B Revenue Engine
Read more about the article “Why CMOs Need To Be Great Forecasters”

“Why CMOs Need To Be Great Forecasters”

  • Post author:
  • Post category:
  • Post comments:0 Comments

Gayle Nixon, a multiple-time B2B CMO with 20+ years of experience, shares her insights on why CMOs need to be great forecasters and how she has flipped the traditional marketing attribution model. Instead of looking at marketing results after the fact, she focuses on predicting marketing spend and ROI before implementing any tactics.

Continue Reading“Why CMOs Need To Be Great Forecasters”