What will you sell? To whom do you sell? Through whom do you sell? Against whom do you sell?

And how will you decide?

Here’s why the buyer’s journey isn’t dead

https://www.youtube.com/watch?v=8TtNWA3IjvM   Earlier this month, our co-founder Hugh was interviewed on the Pathmonk Presents podcast by host and design/UX expert Lukas Haensch. The Pathmonk podcast is a fast and effective show to sharpen your growth marketing skills. Hugh was interviewed to cast more light on recent statements purporting that the buyer's journey is dead. And as an expert on marketing and sales funnels, it was clear that Hugh could help bring more clarity as he discussed why this statement is categorically untrue. From here, we get an unfiltered view of Hugh's expertise on buyer-centric thinking, the READ MORE

A Leaders guide to crossing the chasm post-Covid

Back in 2016, I wrote and shared an article that looked at how you should consider market maturity as an input to setting effective go-to-market strategy. The article was originally triggered by a conversation with the owner of a prospect (later a customer of align.me)  Justin Annesley the Managing Director of local printing company  Inkifingus. Justin was struggling with accelerating his SME print business revenue during a period where traditional printers like his needed to transition from long-run print to shorter run, digitally enabled solutions. Many of his traditional buyers were moving away from him to lower READ MORE

Why saying “no” to an opportunity can get you 13% more sales

I want to talk to the topic of sales effectiveness and, in particular, argue why walking away from a bad deal early is a good idea. I could come at this conversation from multiple angles. I could explain why employee satisfaction would be higher if we walked away from bad deals. I could talk about why your market reputation is enhanced by walking away from bad deals. I could mount countless other legitimate arguments. But on this occasion, I want to mount my argument by looking only at the numbers - in particular, resource numbers. I'm going READ MORE

A Leaders guide to optimising your technology, people, and supply chains

Over the past few years, the align.me team has been regularly holding events for leaders (both our clients and their guests) to share and collaboratively workshop growth insights. Our objective is to create new networks, refine best practice in B2B marketing and sales, and give a little thank you to those who have entrusted us with referrals over many years. When we brought this group together late in 2020, the global economy was climbing out from the depths to which it had plummeted. And, locally, we were dealing with the aftermath of the early lockdowns. At the READ MORE

How to choose an outsourced marketing partner

If you're an avid (or even just casual) readers of our blogs, you'll know we've written a lot about outsourcing your sales and marketing. We've said why you should do it, when you should do it - even how to best manage and work with your outsourced partner. But to gain all the advantages that outsourcing can offer and achieve successful marketing outcomes, there's another crucial step: Picking the right outsourcing partner. It can be hard handing over such a crucial part of your business to a stranger - especially if you're totally new to outsourcing. You READ MORE

5 tools you should be using for sales & marketing

They say a good tool improves the way you work, but a great tool improves the way you think. In the digital era, this has never been truer. Within the exciting world of sales and marketing, there is no shortage of tools, and the rate of which these tools are evolving is both intimidating and inspiring. It’s impossible to have them all and keep up – regardless of resources or budget. And it’s also completely unnecessary. If you can find the few that will have the most impact and add the most value, you’ll be setting yourself READ MORE

5 tips for successfully managing an outsourced agency

Ask any successful couple, sports team, management partnership or psychologist what their secret to a prosperous relationship is and they'll probably all tell you the same thing: Communication is key. A successful relationship between a business and an agency is much the same - you need to be clearly on the same page to build a robust framework and clear intentions. For businesses, it can be a very daunting experience navigating best practises when engaging with and managing an outsourced marketing agency. But moving past the trepidation can be worth it - if done correctly, working with READ MORE

Virtual or non-virtual? Deciding on the right format for your business events and meetings

Before 2020, businesses had a lot more choice in the ways in which they delivered meetings, workshops, and other events. For some, like ourselves, virtual meetings were already the norm. After all, why travel an hour for a thirty-minute meeting when you could be more efficient with your time? But what about other business activities such as facilitated workshops or events? At align.me, we have always happily relocated to wherever needed to undertake these activities. But 2020 threw a spanner in the works and demanded everyone shift to virtual formats. As we’re seeing things return to "business READ MORE

Why getting sh*t done doesn’t have to mean busting your chops

More than ever, we need to get a lot done. We’re facing higher output expectations, but most of us don’t have endless resources or huge budgets; we also don’t have a workforce willing to work 60 hours a week. None of these are necessarily bad or wrong, but are they perhaps incompatible? Can we really get more done with less and without burning our staff? I had occasion recently to reflect on this imbalance. I’ve tried to clarify my own thinking rather than ‘cheat’ by ripping pages out of Covey’s 7 Habits (which was the Christmas reading READ MORE

The missed link between tactics and strategy

We know that if you change your strategy, you need to change your tactics. But the reverse is just as true: If you change your tactics, you might be changing your strategy (or at best, contradicting it) unintentionally. In my November blog, I argued that as we start to emerge from a torrid 2020 into an uncertain 2021-2, we have to be ‘OK’ about a seeming contradiction: that stability was still crucial, but we need to be comfortable pivoting both strategically and tactically. I want now to argue that we have to be very intentional about those READ MORE

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