Funnel Plan January 2014 release is please to announce further enhancements to Funnel Plan for January 2014. Side by side simplified and complex Objectives Like we did for Funnel Math in December, you can now see Objectives represented simply and in a mroe detailed fashion side by side. This means you can start with simple objectives (this much revenue from this many deals growing this much annually), then get as granular if you want (change every month, quarter, year of the 4-year window), but can still see the net effect to make sure your fine-tuning doesn't miss the big point. As READ MORE

2018-03-13T11:15:16+11:00By |News|

Why you should align your CRM stage names to the Buyers’ Journey

    If the probability of closing a marketing lead is 28% higher for companies that let their marketers change their CRM stages, and 88% higher if those new stages are buyer stages not seller stages, why do only 24% of marketers make this change?   In this blog, Hugh explains the Buyer's Journey - a phrase he coined in 2003 when he wrote The Leaky Funnel - and makes concrete suggestions about how to name the lead and opportunity stages in your CRM and Marketing Automation Platform.

2020-06-12T12:14:50+10:00By |Alignment, Evergreen|

How many zombies are lurking in your sales pipeline?

Have you ever felt that you might be in the presence of the living dead? Even if you are not a horror movie fan, it might be worth taking a closer look at your organisation’s sales pipeline. The things you are likely to uncover could disturb you. That’s because many of today’s sales pipelines contain deals that are destined to never close - and yet the sales people responsible seem strangely unwilling to acknowledge the fact. Many of the deals were never alive in the first place - and many more are beyond any hope of resurrection. READ MORE

2020-06-03T11:07:58+10:00By |B2B marketing blog, Sales, Velocity|

How much energy should you spend on branding?

  Forget about the 4 Ps you learned about at University. It's simplistic and unhelpful. It's about 30 years old and it's a consumer concept anyway. Just erase it. I've got another very simple paradigm for you. You might say simplistic. I don't think it is but you be the judge. Marketers spend their effort on basically three things: Getting the market ready, getting the channel ready, and getting the two talking in B2B, in complex B2B, which is the world that you live in and I live in. Three things marketers do: We call the first READ MORE

Why B2B sales people need to lead towards – not with – their solution

One of the key principles that should underpin your B2B marketer’s mindset is that your marketing messages – and your sales conversations – need to lead towards your solution rather than with your solution. The obvious conclusion is that both your marketing messages and your sales conversations need to “sell the problem before you sell your solution” - it’s a matter of leading the prospect through the critical sequence: Why change? - Why now? - Why us? Suppressing the itch to pitch Sales people (and marketers) often get this intellectually, but then stumble when putting it into READ MORE

2020-06-03T11:07:17+10:00By |B2B marketing blog, Sales, Strategy|

How to choose the right pain point for your market

  Most salespeople understand that we need to understand our customers' pain points. Marketing does too, but not enough. Marketing likes to be the bearer of good news. This makes Marketing nice, comfortable, happy, but unproductive. Your ability to meet a need and solve a problem will be tested, and testimonials and case studies will play a key role. But that's very late in the buyer's journey, and is largely in the hands of your salespeople. Marketing's job should be to find the right kind of buyers, work out which of them are sufficiently troubled to act, READ MORE

5 Key Indicators of a High Performing B2B Marketing Strategy

Marketing. The colouring in department or an integral function in achieving your business and revenue goals? More than ever, marketing should have a permanent seat at the board room table. Is your marketing department contributing what they should to your business growth goals? Here are 5 key indicators of a high performance marketing team. The evolution of the buyer’s journey, whereby newly empowered buyers conduct their own research before talking to a sales person, means that marketing teams are taking on an expanded scope of responsibilities. This is a real challenge for many marketing teams that are used READ MORE

How to build a strategy to defeat your competition

  Your competitors want to eat your lunch so how do you stop them? Or better yet, how do you eat their lunch? Well let's start with ‘do you even have any competition?’   In the Chasm from Jeffrey Moore, we learned that in the very early stages of any kind of market, you just don't have any competition. You're the only one providing this innovative new solution, nobody else can. In that circumstance you just don't have any competition. So, the first question is do you have competition? The second question is who are your competitors? In READ MORE

SEO for video: the ‘why’ and ‘how’ for B2B marketers – part 2

  By Yulia Edirisinghe A while ago, we blogged about how clever keyword optimisation and hosting on YouTube can help boost your video's search ranking on Google. However, given the growing importance of video as a B2B marketing tactic, and the ever-changing landscape of search optimisation, it is likely that these methods alone will not guarantee you the top spot. But luckily, there are a few other tricks that will help you get your video content to the top of the search results, and in front of your prospects. 1. Begin your promotion immediately after posting How READ MORE

How to choose the best sales channel

  So the Head of Sales says that she needs more salespeople and Head of Channels says you need more channels. Who's right and who's wrong? What I'm going to show you today is how to choose the absolute best channel for your chosen target market. You remember Geoffery Moore's Market Maturity Model, in which we learned you need to set your strategy according to what most of your buyers are ready for. Early market I want to talk more about sales channel. Imagine the very early part of the market. The market doesn't yet know how READ MORE