Sales and marketing planning Archives

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 ›

2021-02-01T08:20:56+11:00By Hugh Macfarlane|Strategy|

How the budget, grants, and changing markets will affect business (plus the 4 steps to growth in uncertain times)

In 1966, Robert Kennedy said: "Like it or not, we live in interesting times. They are times of danger and uncertainty, but they are also the most creative of any time in the history of mankind. And everyone here will ultimately be judged - will ultimately judge himself - on the effort he has contributed to building a new world society and the extent to which his ideals and goals have shaped that effort." If Kennedy were alive today, I wonder what words he would use to describe the time we share and the world we live READ MORE ›

2020-12-04T10:00:09+11:00By Brett Bonser|Strategy|

The cool winds of change won’t stop blowing any time soon

Well, who'd have picked that? Growth was certain. In January 2020, the International Monitory Fund (IMF) expected global demand to rise from the 2.9% we saw in 2019 to 3.3% in 2021 and 3.4% in 2022. Globalisation was still accepted to be obviously good in most advanced economies. Certainly, the US was heading into a period of uncharacteristic insularity, and the UK was busy extracting itself from Europe. But those shifts were already 'priced in', and there was a strong chance that the US would strike a trade deal with China in early 2020. Fast forward ten READ MORE ›

2021-01-24T17:20:12+11:00By Hugh Macfarlane|Strategy|

Marketing on a Budget: What to keep and what to cut

Why is it that marketing is one of the first things to get cut when budgets tighten? The conception amongst B2B business owners is that positioning is a long game and that demand response is low, so taking a hiatus from both forms of marketing won’t make much difference. You could be forgiven for thinking too, in the current climate where online traffic has increased, we're 'over'; webinars again, and content creation is reaching saturation point, that your voice would be drowned out in the digital noise anyway. Sure, customers are reducing spending on 'non-essentials' so minimising READ MORE ›

2021-03-08T16:58:32+11:00By Hugh Macfarlane|Strategy|

6 lessons we learnt running workshops remotely

Virtual workshops can be measurably better than physical workshops if you have the stamina of a bull, can work in three time zones simultaneously, and have the technical dexterity of a 12-year-old. For the rest of us, there’s work to be done to master the craft. For context, we've been building go-to-market plans for B2B companies, large and small, around the world for 20 years. This planning is usually carried out in a workshop setting; we've done about 500 physical workshops (or ‘Funnel Camps’) - usually 2-3 days in duration - in some 30 countries. We’ll typically READ MORE ›

2021-02-25T15:50:12+11:00By Hugh Macfarlane|Strategy|

Take your Sales and Marketing Processes to a whole new level

We're going to help streamline your Sales and Marketing process, every step of the way If you’re a B2B sales and marketing consultant, you’ve probably already got some pretty strong insights into what works and what doesn’t. But you likely also know that poor alignment is one of the most common causes of an underperforming sales and marketing engine. Our clients often feel they can solve all of the world’s problems. And getting them to boil it down to just one problem that Sales and Marketing agree to can really help them improve their sales closure rates READ MORE ›

2020-12-19T07:25:30+11:00By Hugh Macfarlane|Alignment|