Article Archives - Page 7 of 19

Cultivate a culture of trust between marketing, sales, and finance

The process of creating demand and happy customers has never been more of a team sport than it is today. The buyer’s journey is one long continuum that requires marketing’s close alignment and collaboration with sales. And just as important to both marketing and sales is a solid foundational alignment with the finance team. (more…)

Sales and marketing alignment: What is it & how to achieve it

Sales and marketing alignment is something businesses talk about a lot. But what is it, really, and how do organizations achieve it? This definition from Highspot succinctly and effectively defines it: “Sales and marketing alignment is a shared system of communication, strategy, and goals that enable marketing and sales to operate as a unified organization.” (more…)

Talent is tricky in this economy: What to do about marketing leadership

At the beginning of this year, the economy was strong, and many companies were looking to make new marketing investments, lean into post-COVID growth, and build their marketing teams and programs. The biggest challenge was finding enough talent to fill open roles. (more…)

Unlock the potential of a channel marketing strategy

Channel marketing can be an effective way for companies to scale their business growth and generate more sales. By using the right distribution channels, a business can reach new audiences and customers, leverage existing marketing programs, and improve profit margins. B2B companies may find traction working with resellers, while B2C companies can reach international audiences through the right distribution channels. (more…)

Preparing for an exit? Build brand equity with these 4 value drivers

Most business owners want to maximize earnings and depart on their own terms and timeline when they (inevitably) exit the company. Depending on the type of business, an exit could take many different shapes: selling to internal stakeholders or converting to an ESOP, passing down to another generation in a family, or selling to a third party (e.g., a private equity investor, competitor, or another company that’s acquiring the business for strategic growth purposes). (more…)

Measure what’s meaningful: Advice for growing businesses

There are a lot of things that marketers today could measure. But that doesn’t mean they should be measuring all of these. Marketing metrics should provide insight into how marketing is supporting business objectives and answer key questions from the CEO and sales leaders. (more…)

Myth or Fact: A business can grow without marketing

We recently noticed a LinkedIn post that was shared by a CEO of an ecommerce agency. The CEO shared a published article that named his company as the fastest-growing agency in the state. The article’s premise was that the agency had achieved that growth without any marketing. (more…)

Think your business can’t afford market research? Think again.

Many small and growing businesses bypass market research because they think it’s only for established enterprises that can afford to hire expensive market research firms. But market research doesn’t necessarily require a significant budget. In fact, many research strategies and methods are available flexibly and affordably. (more…)

What does a fractional CMO do?

Fractional marketing leadership is a relatively new service area. But demand for fractional CMOs is growing as the value of hiring part-time executive marketing leadership becomes clearer. (more…)

Buyer’s Journey: Engage & connect when and where it matters most

The past few years have brought significant change to the buyer’s journey and customer experience. People now expect more from brands: a more seamless bridge between digital and in-person interactions and authentic, deeper, brand-customer relationships. (more…)