The AI-Era Enablement Leader Is Becoming the Trust Architect
AI is changing sales enablement from a content and training function into a governed trust layer for the entire go-to-market organization.
Navigating Account-Based Marketing
Navigating the Complexities & Costs of Account-Based Marketing
ABM can absolutely work, but it is not cheap and it is definitely not magic. The cost comes from precision, coordination, better data, and the uncomfortable fact that software cannot rescue weak strategy.
Exploring Intent Data's Significance in Business Strategy
Follow the footprints
Intent data can be useful, but only if you understand what kind of signal you are actually looking at. Not every footprint means buying intent, and not every data vendor deserves blind faith.
The Digital Marketing Landscape New Rules
Covid Impact to Your Workload: Navigating the Digital Marketing Landscape
COVID shoved budget and attention online, which gave digital marketing more influence and a lot more work. The result was more channels, more pressure, and a much harsher spotlight on sales alignment, lead quality, and operational discipline.
Operational Efficiencies in Marketing
2021 the year of Growth
2021 must be focused on minimizing unnecessary and unproductive expenses and delivering sales qualified leads that convert to opportunities - it’s really that simple. The marketing pendulum must dramatically shift towards an Agile but deliberate approach (scrappy) focused on Net New and away from branding exercises and vanity metrics. This is supported by the fact that many companies truly don’t have a branding budget, nor should they be allowed one until they have their story completed and vetted with a mapped execution strategy.