I sometimes wonder if marketing has become too sophisticated, too process and ROI focused. The reality is that you can introduce as many processes and metrics as you want, but unless you create sales and marketing communication that resonates with potential buyers and provokes them to act – and deliver buyer enablement (rather than sales [...]
Marketing is fragmenting, breaking apart – a profession divided – and like a divided army, is weaker and less effective as a result. The myriad of disciplines that the modern marketer is expected to understand, become expert in and deploy, usually with some significant investment cost, is considerable. The marketer doesn’t stand a chance to [...]
When it comes right down to it, enablement is the only reason marketing agencies and departments exist. It’s what many businesses tasked with purchasing seek from us. After all, if they were able to do everything themselves, they probably wouldn’t be looking for us. That’s a given. Or is it? There’s an inherent issue buried under [...]
People are buying in very different ways (both as consumers and B2B organisations). So it isn’t surprising that selling and salespeople are also evolving. The result of that evolution? Well, if it’s handled right, richer conversations between marketing and sales – and better agency support. According to Matthew Dixon and Brent Adamson’s new book, traditional [...]
How times have changed. Today, in our over-crowded, over-analysed, and over branded world, real business/brand values are hard to find. In the nineties and naughties, the search for values became a marketing necessity (everybody has them, so should we), and the rapid growth of brand consultancy/management meant that most purveyors inevitably followed the same prescriptive [...]
Mergers and acquisitions were at a high point in 2011 and the trend seems to be continuing. In today’s world, businesses need to penetrate new markets faster, own supply chains and be involved in wider activities and grow asset value. However, while a lot of attention goes on merger processes from legal, business strategic, cultural [...]
Let’s face it, sales and marketing departments are two sides of the same coin – they’re both put in place by businesses to essentially create more awareness, build relationships and boost revenues. So what’s unquestionably puzzling in this current economic downturn is the question on every marketer’s lips – why aren’t these two teams talking [...]
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