Read more about the article The Dangerous Obsession with Lead Generation

The Dangerous Obsession with Lead Generation

Episode #302: Bill Taysom, Fractional Chief Marketing Officer at Savvy Strategic Partners, explains why many organizations become dangerously focused on generating more leads while overlooking the trust, credibility, and customer journey required to convert those opportunities into revenue. He shares how buyers make decisions long before entering a CRM, why the dark funnel shapes modern purchasing behavior, and how trust influences every stage of growth. Bill also outlines why companies that balance brand building with lead generation create stronger conversion rates and more sustainable revenue growth.

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Read more about the article The Dangerous Obsession with Lead Generation

The Dangerous Obsession with Lead Generation

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Episode #302: Bill Taysom, Fractional Chief Marketing Officer at Savvy Strategic Partners, explains why many organizations become dangerously focused on generating more leads while overlooking the trust, credibility, and customer journey required to convert those opportunities into revenue. He shares how buyers make decisions long before entering a CRM, why the dark funnel shapes modern purchasing behavior, and how trust influences every stage of growth. Bill also outlines why companies that balance brand building with lead generation create stronger conversion rates and more sustainable revenue growth.

Continue ReadingThe Dangerous Obsession with Lead Generation
Read more about the article (4:31 Q&A Video) “How Leadership Creates a Shared Culture of Revenue Accountability”

(4:31 Q&A Video) “How Leadership Creates a Shared Culture of Revenue Accountability”

In this 4:31 video, Paul Taylor explains why revenue culture starts at the top. He calls for one number and shared dashboards. He recommends leadership-sponsored operating rhythms and deep deal reviews and ties cross-functional ownership to faster improvement.

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Read more about the article CMOs and Conversion: Turning Great Pipeline Into Closed-Won

CMOs and Conversion: Turning Great Pipeline Into Closed-Won

Episode #232: Paul Taylor, Chief Marketing Officer and Senior Vice President at SS&C Blue Prism, explains why handoffs break buyer trust and conversion. He describes orchestration across marketing, sales, and success. He urges leadership to set one revenue story. He demonstrates how alignment enhances win rates and reduces churn.

Continue ReadingCMOs and Conversion: Turning Great Pipeline Into Closed-Won
Read more about the article CMOs and Conversion: Turning Great Pipeline Into Closed-Won

CMOs and Conversion: Turning Great Pipeline Into Closed-Won

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Episode #232: Paul Taylor, Chief Marketing Officer and Senior Vice President at SS&C Blue Prism, explains why handoffs break buyer trust and conversion. He describes orchestration across marketing, sales, and success. He urges leadership to set one revenue story. He demonstrates how alignment enhances win rates and reduces churn.

Continue ReadingCMOs and Conversion: Turning Great Pipeline Into Closed-Won
Read more about the article (3:07 Summary Video) “Redefining Customer Insight From Familiarity to Understanding”

(3:07 Summary Video) “Redefining Customer Insight From Familiarity to Understanding”

Episode #198: In this 3:07 video, Barbara Toens explores the gap between superficial data and deep customer understanding. She argues that knowing demographics isn’t enough and marketers must uncover underlying motivations. Barbara highlights the role of perception and the importance of probing beneath surface-level metrics. This depth enables accurate customer-centric solutions and strategic differentiation.

Continue Reading(3:07 Summary Video) “Redefining Customer Insight From Familiarity to Understanding”