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

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…)
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Unlock the potential of a channel marketing strategy

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…)
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Measure what’s meaningful: Advice for growing businesses

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

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

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

The past few years, and most notably the COVID-19 pandemic, 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 deeper, more authentic brand-customer relationships. (more…)
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Want to build products your customers love? Start with marketing.

Want to build products your customers love? Start with marketing.

Every product company wants to create products their customers love. But the path to building and launching these products isn’t always straightforward. It’s an effort that requires multiple business disciplines — including marketing — working together collaboratively to understand and meet customer and market needs. (more…)
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How to build an effective on-demand marketing team

How to build an effective on-demand marketing team

The modern marketing ecosystem has changed the way businesses market themselves. Marketing programs now require an entirely different array and a longer list of skill sets than they did 20 years ago. The agency of record no longer makes sense because one agency cannot provide all services a business needs or provide all of them effectively. Companies now need access to a long menu of service providers skilled in various areas, including content, creative, search, paid media, events, analytics, and more — and they need different services at different stages of their growth. But not all businesses have the strategic bandwidth or experience to…
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In-house marketing vs. agency or freelancer: What’s best for you?

In-house marketing vs. agency or freelancer: What’s best for you?

There comes a time in every business’s lifecycle when it needs to invest in marketing to continue growing. Some of the most important decisions are when and who to hire to develop and manage your marketing programs. Your business has what seems like endless options: in-house marketing vs. agency, consultant, or freelancer. But these resources also vary in their seniority and experience in various functional areas (e.g., digital, content, analytics, traditional). Without strategic marketing leadership at the helm, it can feel impossible to make sense of all of the options available and which are the right resources for your business. In this…
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How remote collaboration in marketing has changed — and why it’s here to stay

How remote collaboration in marketing has changed — and why it’s here to stay

In a matter of days, the COVID-19 pandemic altered where marketing teams got their work done and how they collaborated with colleagues. Research suggests that the remote work environment is here to stay in some form, with less than one in five executives saying they want to return to the office as it was pre-pandemic. Employees are eager for hybrid office and remote options, but some executives express concern over the impacts these hybrid work environments could have on company culture. (more…)
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Marketing Technology — Your biggest headache or significant business driver?

Marketing Technology — Your biggest headache or significant business driver?

Choosing and implementing marketing technology can be an overwhelming process. There are thousands of martech solutions on the market, making it challenging to determine which ones your business should invest in (and perhaps more importantly, which it shouldn’t). Without a strategic marketing plan or experienced leader, marketing technology decisions can be daunting. Too often, businesses end up committing random acts of marketing in their technology decisions. (more…)
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