Does Your Marketing Communication Address the 3 Whys?
Once upon a time there was a bright Marketer who knew all about his products. He could tell you everything you wanted to know about his line and could even … Continue reading
Are You Really Listening to Your Customers?
“You have lots of nice rooms but no house.” This is a direct quote from a very important customer I once had. To understand his meaning I have to take … Continue reading
When the Going Gets Tough. The Tough Visit Their Customers.
You come to the office and there it is waiting in your Inbox. The familiar message from senior management announcing that once again, all “non essential” travel is on hold … Continue reading
10 Strategies to Fix Your Trade Show Problems
You may have heard me say it before: I don’t care much for corporate participation at trade shows and congresses. Trade shows generate doubtful (or at best marginal) returns and … Continue reading
The Most Important Question You Can Ask
So much business focus these days seems to be on WHAT to make, WHERE to sell it and to WHOM. This is standard operating procedure for many businesses. After countless … Continue reading
The Product-less New Product Launch Event
Puzzled by the title? Bear with me a bit. In an article by Neil Rackham (author of SPIN selling) entitled “Why Bad Things Happen to Good Products,” the author makes … Continue reading
The Marketer as Challenger
Much has been made of the Challenger Sales Model. First published just over a year ago, the book and Authors (Matthew Dixon and Brent Adamson) defied conventional wisdom that the … Continue reading
Customer Insight Gathering: 25 Prospecting Questions
In many organizations, Sales and Marketing are partnering to reframe the conversations field personnel are having with B2B customers. The days of classic F&B selling are over and are being … Continue reading
Five Must-Haves for Successful Marketers
I’ve spent the past 15 years working in various Marketing roles. From small firms to massive industry juggernauts, from upstream product Marketing to downstream sales and business development, I’ve had … Continue reading