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

Why case studies can be your most valuable assets (and how to use them)

We know that B2B has a longer and more complex buying process than B2C, and therefore a longer buying journey. The key element of B2B marketing is connecting with the customer at the point they're at in their journey. Then, moving them onto the next step (and the next, and the next…) It's a careful balancing act that's important to get right. Go too hard too soon, and you can say goodbye to that prospect. Don't make your case hard enough when they're ready, and they'll wave goodbye to you and head for your closest competitor. Usually, READ MORE

The absolute basic sales & marketing must-do’s for DIY B2B digital marketing

In a perfect world, businesses across Australia would have access to the means to perform high-quality, efficient B2B digital marketing practices regularly. However, if this last year is anything to go by, for many finances are tight and extra time is non-existent. This means business leaders are faced with the tough choice of where to invest their resources. The reality is that many small B2B businesses can't afford outsourced marketing functions - or professional in-house teams - due to low revenue and the need to be cautious with expenditure. For these businesses, many are moving towards undertaking READ MORE

What can we learn about sales and marketing from legendary sportsman Captain Blood?

For those of you who know me beyond my business pursuits, you will know that – like 100,000 other Australians – one of my passions is Australian Rules Football (to my American friends: no, this is not rugby) and one club in particular: The mighty Tigers – the Richmond football club. In our history, we’ve produced many great champions but probably the greatest of all is the legendary Captain Blood himself, Jack Dyer. Dyer was renowned for being one of the toughest men ever to play the game. Why Captain Blood, you ask? Well, I answer you READ MORE

Ask pain funnel questions in the right order [video]

The best pain funnel questions, asked at the wrong time, will lose you a deal you might have won if you’d asked them in the right order. https://www.youtube.com/watch?v=v-7mxhOkFgA Popular sales training company Sandler uses the term ‘pain funnel questions’ to describe the questions a sales person should ask. I’m going to show you today that their questions are good enough. If you master these good-enough questions, you'll go a long way to succeeding in sales. And if ‘good enough’ is good enough, then have a go at mastering pain funnel questions. But if you want to excel, READ MORE

Your Marketing is probably helping your competitors more than you

  Troubling the market about the wrong problem may actually help your competitor more than it helps you. Businesses spend money to fix problems or to avoid problems in the future, therefore buyers want a solution to meet their need and perceived problem. If they believe that they have a problem that a competitor solves better than you do they will go with your competitor. You may try to convince them that they actually need the solution that you offer but that will be very hard work and low yield. Instead, it is best to change their READ MORE

Buyers’ Journey and reasonable attribution

I was recently asked about use of the term the Buyers' Journey'. I first coined the term in 2003 and it has since been popularised. I'm happy for this, but do get a little miffed when others claim it as their own. Please, therefore, forgive the following rant. I've also posted this in FunnelWiki so others can comment / evolve the dialogue if they wish. I took no registered trademarks, but the term is copyrighted and trade marked under common law. I am happy for anyone to use the term, but I also believe that accurate attribution READ MORE

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