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

And how will you decide?

Why you should tailor your sales messages to the buying influences

Every day it's getting harder and harder to get marketing cut-through. Consumers are becoming savvier to sales messaging and advertisements and more reluctant to reach out until later in their buyer's journey. And while it's now easier and cheaper to get your messaging in front of consumers, it's also easier and cheaper for your competitors (and their competitors… and so on). Need proof? You just need to look at some of these recent stats: A global average of 37% of Internet users now block ads 79% of buyers wait until after they’ve fully defined their needs to READ MORE

Why a one page plan will get you more sales and marketing results

It's quite an eye-grabbing statement to make - that a one page plan will bring in more results. But after 20+ years of shaping the sales and marketing of high growth businesses, our co-founder Hugh Macfarlane has found that brevity really does have merit. And this has never been more relevant than when it comes to your sales and marketing plans. Most sales and marketing plans are quite lengthy due to how much information is in them - everything from your target audience to your problem statements and your tactics. The intention when we build them is READ MORE

The proven process helping high-growth businesses achieve effective sales & marketing alignment

Did you know that effective sales and marketing alignment can help your business lift revenue by 129%? That's a pretty powerful result - and it's within your grasp too. All it takes is a plan. Unfortunately, many high-growth businesses are stuck in a continuous cycle of misalignment that makes it hard to create - and then stick to - a plan. Luckily, realignment is possible, and there's a proven process that can help you achieve it (even if you're veered off track - or were never on track to begin with). A big thanks to align.me founder READ MORE

​A definitive guide to choosing the best B2B marketing tactics

Every business wants to choose the best marketing tactics to position themselves and to create demand. As you’ll see in this article, there is no single set of ‘best’ tactics. But there is most certainly a best path to choosing the best tactics for your own business. Why choosing the best B2B marketing tactics is complex In choosing the best tactics for your B2B sales and marketing, we need to answer a handful of key questions, not the least of which being: What works and how do I decide? And does that change over time? What’s the scope of our tactical pursuit? Marketing, Sales, both? READ MORE

How to create a highly sellable business

As business leaders, our focus should be on creating highly sellable businesses that are attractive to potential buyers. This will give you the freedom to move on to the next great opportunity when the time comes. The events of the global pandemic have drastically affected businesses - and have shown how prepared and ready some were to take advantage of the opportunities offered, and how some weren't. We've seen record acquisitions and exits in Australia; from CitrusAd's $205 million exit, Invoice2Go's $850 million capital injection, Cloud Guru's $2 billion acquisition, and even one of our own clients, READ MORE

A definitive guide to the buyer’s journey

The buyer's journey is a framework for thinking about the stages that a buyer goes through in the complex purchase typical in B2B. It allows sellers to arrange their tactics to best help their buyers navigate each of those stages and to measure their effectiveness at creating advantage as they do. Summarised as awareness, consideration, and decision, it is often broken down into further stages. Growing businesses - whether start-up, small, medium or enterprise - want a sales and marketing engine that performs. At what though? Revenue is a measure but a flawed one for READ MORE

Buyer-centric go-to-market strategy (with a little help from Geoffrey Moore)

This article is something of an essay on my current thinking about buyer-centric go-to-market strategy and has been shaped by a recent conversation with strategy luminary Geoffrey Moore. Why buyer-centric go-to-market strategy? And why now? As a high-school drop-out, I was in a customer service role from 1980 and earned my first sales role in 1983. I was lucky enough to start my career in sales at a company with a deep commitment to soft-skills training, and to work for managers committed to nurturing any skills they'd helped me acquire. I did very well. Not through any READ MORE

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

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