Here is a great go to market strategy example of why crude assumptions are dangerous. Brand / Demand / Enablement need a balance, and it changes over time. B2B marketers seem to be dragged between two extremes at the whim of Sales: We’re either just doing branding ‘stuff’ or we’re supposed to focus on […]
You sell what you are good at. The market has taught you what is attractive, and what is not. So you should gear up production and sell like crazy, right? Well, no. The product marketing strategy you have now will not be the right strategy for the next phase of the market. It is rare […]
Your old strategy for sales and marketing just won’t work. And neither will your next one, or the one after that. Sure they will work for a while, and then they won’t. What’s going on? Buyers change as their own familiarity with a new innovation changes. Put differently, when a new idea is put to […]
How should you approach the c-suite? That elusive senior person in a large business who can approve your deal? Often, the answer is: you don’t. Instead, target the person whose problem you aim to fix. How do you approach that really senior person who you know can approve the deal and you need to […]