Unleash Possible: A Marketing Playbook That Drives Sales

It all started one year ago at a dinner hosted by Katie, Apparao Karri and Megan Tonzi during Marketing Profs B2B Forum. That night I sat down between two amazing writers, Carlos Hidalgo and Ardath Albee, and we talked books, marketing strategy and helping businesses grow. It was just the push I needed to start

Oh Baby, Talk CRM to Me…

During CRM Evolution I had the chance to sit down with Butch Stearns and talk about CRM’s role in modern customer experiences. In the video I explain: The four reasons every business needs a community Why data integration sits at the intersection of technology and business How back & front office collaboration is a business

2016 B2B Sales & Marketing Collaboration Study

It’s common sense that organizations that rally together around shared goals will drive more efficiency than those where different functions are at odds with each other. Yet, most sales and marketing teams struggle with achieving this ideal. That’s almost terrifying given we know fully integrated companies are more profitable, drive faster growth and make happier customers. Sales and marketing

Higher Conversion Rates With Personas

Companies who exceed revenue and lead goals are 3.4x as likely to segment their database by persona-related fields other than demo/firmagraphic information than those that miss their goals. It’s no wonder persona discussions are a hot topic amongst marketing teams everywhere. As we speak, marketers are sitting in conference rooms, drinking diet coke, filling white

In Search of Sales & Marketing Alignment

It’s common sense that an organization that rallies together around shared goals will drive more efficiency than one where different functions are at odds with each other. Yet, most sales and marketing teams struggle with achieving this ideal. According to Forrester research less than 10% of B2B sales and marketing organizations feel confident in their alignment. That’s almost

The C-Suite Doesn’t Care About Your Product

Last week a client and I were chatting over steamy hot chocolate and scones (yes, I have the best meetings) when suddenly she turned very serious. I could see her body tense as she asked “How can we get to the C-suite? Our executive team is very frustrated CIOs don’t want to meet with us. We

Optimize Calendar Subject Lines For Better Show Rates

I’ve been working for the past few months to ready a client’s sales team for their new product introduction. They did everything right. Lots of upfront research, tons of testing with real users and good old fashioned hard work. It was time to bring the product to market. The value proposition was working. Their target