Beyond Lead Gen: Marketing-Driven B2B Calling Campaigns
Before electronic lead generation became the normal mode of operation for B2B companies, sales people dialed for dollars. Even today, the best sales people fill time between leads with outbound calls...
View ArticleBeware the 4 Unintended Consequences of the “DGR” Sales Role
With the meteoric growth of electronic B2B demand generation over the last decade, many organizations have restructured their sales organizations to optimize the division of labor. Now, there is often...
View ArticleCategorizing Sales Prospects: Understanding Propensity & Engagement
As the sales process becomes digitally observable, smart sales and marketing organizations are developing sophisticated mechanisms to electronically score leads and prospects. A typical...
View ArticleAnalysis: Just 28% of B2B Sales Compensation Pays for Selling
In the movie industry, smart investors measure how much of each dollar “hits the screen.” Money spent on the product — film production, actors, sets, and the like — has the potential to generate a...
View ArticleRevenue Marketing: 6 Essential Rules for Success
Over the last decade, I’ve helped to build B2B revenue marketing teams spanning from a few marketers supporting a few sales people to global models supporting 10,000+ sales representatives. While the...
View ArticleTesla Model S: The Disruptive Marketing of an Electric Car
The most interesting thing about Tesla — the niche luxury electric car maker — is the role of marketing in selling electric cars that cost $100,000 or more. Many people have tried to change the auto...
View ArticleIt’s Time to Kill the Marketing Budget and Think About a Marketing P&L
To their own detriment, many traditional marketing departments are organized around the annual marketing budget. Every year the budget is passed to the CMO and subdivided among marketing functions and...
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