How to choose measures you can act on

If you don’t know what’s working, how do you know what to change? So measure inputs (not outputs), measure buyer progression, and – don’t measure what you’re not prepared to change (or can’t). To most ears, “Measuring Sales and Marketing effectiveness” sounds like a low priority. It may be on your B or C list, […]

How much money should your business be spending on Marketing?

B2B Marketing’s core role is to generate leads that convert to revenue. Therefore, it’s self evident that investing in marketing is important to your business growth. Well quite. But exactly how much is enough? Business leaders are struggling to understand: In what type of marketing should you invest? Should you switch to digital tactics? if so, how? […]

How to size for sales success – know thy funnel

Most sales teams have an inherent awareness of how many customers they need to see in order to make a sale – in other words, the key ratios that affect their business. One business will tell you confidently that they win one sale from every four proposals. Another will say that it takes around three […]

How to use sales rep scorecards to drive sales performance

  Creating sales rep scorecards will help you improve sales performance by sending clear expectation signals, identifying coaching opportunities and inspiring healthy competition.  The single biggest reason you will lose top talent is poor management.  Assuming people are compensated competitively and other basic needs are looked after, if they are not clear about what’s expected of […]

B2B lead generation: Why Sales and Marketing alignment produces better leads

The sales department wants the marketing department to provide more leads. But they want them to be “better qualified”. The real question is, “qualified according to whom?” We all know the cliché that a suspect is not a prospect. If someone fills out a form at a trade show it doesn’t mean they are interested […]

6 Key Skillsets B2B Marketing Managers Need in Their Team

With the shift to inbound or pull marketing well underway, there is also a shift in the marketing skillsets required to get the job done. B2B Marketing Managers are struggling to manage their team’s skills transition. At the same time marketing agencies (a traditional source of specific skills) are also undergoing a massive change towards hybrid digital-centric […]