align.me releases new B2B marketing whitepaper on ‘The Strategy to Action Gap’

October 26th 2010, Melbourne, VIC, AU – align.me today announced the release of its latest B2B marketing white paper, The Strategy to Action Gap: How to Turn Good Ideas into Hard Sales Results, now available to download for free. In their many years of work with leading B2B companies worldwide, the team at align.me have […]

Social media – think before you tweet

Chris Fell, Managing Director of g2msolutions, writes… It is simply impossible to read a marketing article these days without someone expressing an opinion about social media. I have actively avoided blogging about this phenomenon up to this point because, well, I didn’t want to be part of the Twitterati (with the emphasis firmly on the […]

Record buyer progression, not seller hope

Some sales methodologies ask sales people to characterise their sales calls as an ‘advance’ or a ‘continuance’ which creates loads of ‘wriggle room’ for the sales person. What we should actually be recording is the stage a buyer has reached, not whether the sales person thinks this is good or not. Your buyers progress through […]

Don’t start something you can’t sustain

We all recognise the power of loyalty programs, and enjoy the rewards of airlines, card providers, stores and other businesses who reward our loyalty. Be careful about starting one that you can’t sustain though. This is a personal story, but perhaps salient to those of us who market for a living. Before starting align.me, I […]

Balance short & long term revenue generation plans

Charles Besondy, President of Besondy Consulting & Interim Management, writes… Every company, including my own firm, is working hard each day to find, keep, and grow customers. The urgency for revenue now is real.  But, I asked myself this morning a very direct question. Am I implementing strategies and tactics that are perpetuating this short-term […]

Get Sales and Marketing to fix alignment, not the CEO

I recently joined in a debate on LinkedIn about who owns Sales and Marketing alignment. My answer: um, Sales and Marketing do. Many argued the CEO must. But I disagree. The question was posed by Dan McDade on LinkedIn, and in full, Dan asked: “When sales and marketing are not on the same page (market […]

Tactics need to progress, recycle and nurture

Hugh Macfarlane, Founder & CEO of align.me, writes… Marketers usually choose their tactics carefully. They will ask questions like “what will work for my audience?”, and “what tactics can I execute well, allowing us to stand out from competitors?”. But we don’t often select tactics with a clear sense of the start to finish journey […]

Forget ‘pipe’ – only measure deals won or lost

If you started with 100 leads, and you closed 20, what was your success rate? 20% right? No, maybe much better. There’s a key piece of data missing from this initial analysis: how many deals did you lose? Let’s run that again. Start with 100 leads, close 20, lose (or reject) 40. Your success rate […]

How the C-Level makes or breaks sales performance

Christian Maurer, a Paris-based Consultant, Trainer and Coach, writes… Sales performance is at its lowest in years. When thinking about remedies, the first thought usually goes towards initiatives, mostly in the form of training, focused on helping sales people to increase their performance in light of the ‘new normal.’ What is the ‘new normal’? Undoubtedly, sales people need to adapt […]