My road is 25 years long. My road is paved with many companies, many CEOs, all kinds of technology sold to all types of buyers. These blog posts and podcast episodes are my gift to you – the innovators, the managers, the leaders – all of you that believe that marketing is core to a company’s success.
Companies often compile what I call the reverse pyramid and use it to direct Marketing activities and spend in order to achieve targeted growth.
It’s impossible to live without segmentation. White shirts hang next to the blue strip shirts and are worn with tan suits.
When I started From the Road, I had a simple goal - share what works. Subscribers are saying that despite all that is new, some basic principles prevail. There are customers looking for more and there are innovative providers - someone and something for everyone. Connecting these two entities is marketing. Take your own curious look at the importance of being different, reflecting specialized government buyers in your message, the incredible value of discerning intent in the buyer journey. If you haven’t tried From the Road or missed an episode or post - cross the road and give it a try. The light in me bows to the light in you - Namaste.
Predictive analytics may be able to improve performance for Tech B2B but it isn’t new. There’s evidence of predictive analytics used during World War II to improve anti-aircraft artillery – 75 years ago. What is NEW is the idea that Marketing can improve the performance of demand creation by gaining insight to certain facts – facts suggesting that some companies and their buying teams have the INTENT to buy a product service like the one you sell. Knowing their intentions is a targeting method that leads to more sales.
In this episode of From The Road, I share four characteristics of a successful CMO.
The right construct for the marketing organization starts with the Marketing Plan. Here’s a quick look at the Marketing Plan. In the plan, marketing is laying out the programs that will be required to deliver the revenue target for the company. Finance provides guidance on the company’s operating plan, which impacts the marketing plan. Features of the plan include:
Is your company begging for a government ‘go to market’ strategy? If the answer is yes, this week’s From the Road episode is for you!
This is a guide and is based on leading analyst guidance. Multiply the company quota for NEW license revenue by 4-6% to find the Marketing Programs Budget (MPB). License revenue can be revenue from annual subscriptions (as-a-service models) or actual license revenue – whatever revenue you recognize in your fiscal year.
You don’t want to leave your salespeople hanging! Accurate positioning is the foundation for effective marketing and successful selling.
I love this declaration! It is that pivotal moment when a company takes their offer, their solution to the buyer. It is the time when aspirations meet reality. Good marketers understand ‘go to market’ and all the strategy that precedes it and the tactics that follow it. Like these giraffes, you need an unobstructed view of where you are going