Crossing the Chasm and the mitigation of risk

When Geoffrey Moore’s “Crossing the Chasm” first appeared 20 years ago it became an instant hit and an inspiration to successive generations of technology marketers. In fact, I can’t think of any single book that has had a more powerful (or, in the early days, disruptive) impact on how I think about taking technology products […]

How to create compelling content

“What am I expecting my audience to do differently tomorrow?” If you can’t answer this question after consuming a piece of content, then what was the purpose of the communication at all? All too often we finish building our content piece, summarise what we have written, and then fizzle. Or we deliver a vague or unrelated product […]

align.me appoints David Gomez as Funnel Coach

align.me appoints David Gomez as Funnel Coach 24 March 2014, Melbourne – align.me is pleased to announce the appointment of David Gomez of Business Coaching Firm, as an accredited Funnel Coach. After successfully completing his sales and delivery accreditation in Atlanta on the 7th of February, David Gomez will now sell and deliver Funnel Academy and Funnel Camp […]

B2B Sales: empowered customers require empowered sales people

There’s abundant evidence to prove that today’s internet-savvy customers are much better informed and far more empowered than they were a generation ago. And it’s affecting B2B every bit as much as it is B2C. Your prospects are able to learn about issues, find out about the experiences of others, research potential solutions and establish […]

How to produce high quality video blogs on a limited budget

Many people are discouraged to produce their own video blogs at the risk of looking cheap and nasty. However, video production technologies have improved so drastically over the past few years that it no longer requires large monetary or time investments to produce high quality video blogs. No longer can the excuse of poor production […]

Three things you must understand when prospecting for new business

Most organisations are critically dependent on their ability to find and win new business. So why is it that so many prospecting efforts fail to uncover enough of the right sort of opportunities? Why is it that so much effort is being wasted targeting “prospects” that are never likely to buy? Why is it that […]

How to get buyers interested in your business brand

Quite frankly, it doesn’t matter what buyers think about you or your brand, if they don’t think about you or your brand. It doesn’t matter how much better you think you are than your competitors, and it certainly doesn’t matter how enthusiastic you are about your own business and products. So the question remains, how […]

B2B Sales+Marketing: you end up talking to the person you sound like

Sales training traditionally encourages B2B sales people to “call high” – in fact, it’s hard to keep track of all the articles and publications focused on selling to the C-level (a simple Google search reveals over 100 million hits). “Thought leadership” is no less fashionable amongst the B2B marketing community (over 200 million hits). But […]

How to position your brand in the category

We get this wrong all the time. Businesses seek “brand awareness” in order to position their brand prominently in a given category. Unfortunately, while this is all fine and dandy in theory, it is inevitably followed by salespeople complaining about the marketing departments feeble attempt at positioning the qualities of their products and services relative to competitors. Getting your […]

align.me appoints Arturo Chávez as Funnel Coach

6 March 2014, Melbourne – align.me is pleased to announce the appointment of Arturo Chávez of Business Coaching Firm, as an accredited Funnel Coach. After successfully completing his sales and delivery accreditation in Atlanta on the 7th of February, Arturo Chávez will now sell and deliver Funnel Academy and Funnel Camp across Latin America. Arturo […]