PHASE 11: MARKETING ROLES & RESPONSIBILITIES Determine the right roles, number of headcount, and organizational chart required to run a best-in-class marketing team.   Outstanding, highly specialized marketing talent is needed to execute a best-in-class strategy. A-Player marketers become deeply engaged with your brand and become revenue generators instead of cost centers. When the right talent is matched with the right role productivity increases, and revenue growth accelerates. RAPID DIAGNOSTIC… Read More »PHASE 11: MARKETING ROLES & RESPONSIBILITIES

PHASE 10: ADVOCATE MARKETING Listen to and harness positive feedback from your current customers to promote success stories to your prospects.   You Buyers scour personal social networks and industry experts to educate themselves early in the buying cycle. As a result, they are connecting with sales teams much later in the decision-making process. Because peer-influence is so powerful, your company needs to identify and utilize your brand champions. Advocate… Read More »PHASE 10: ADVOCATE MARKETING

PHASE 9: PARTNER MARKETING Increase your mindshare and wallet share with each of your channel partners.   A sound channel sales strategy requires each partner to meet their revenue targets. To be effective, your company must focus attention on the partners that consistently over-perform. Because these partners are high-performers, they are likely in high demand to represent other solutions. Marketing must be used to maintain and improve this partner relationships.… Read More »PHASE 9: PARTNER MARKETING

PHASE 8: CUSTOMER MARKETING Grow revenues from existing customers.   When a customer says, “I did not know you did that,” you are in trouble. If your business depends on increasing the revenue generated from current customers, you must educate these customers in everything you can do for them. This is true because the customer life cycle does not stop once a prospect becomes a customer. Effective customer marketing leads… Read More »PHASE 8: CUSTOMER MARKETING

PHASE 7: LEAD GENERATION Generate enough leads for the Sales team to exceed the revenue objectives.   Many companies generate most of their revenue from a lot of small accounts. Companies like this need a large and steady volume of leads to maintain this revenue. Marketing needs to capture and qualify these leads before sending to sales. Doing this effectively leads to high volumes of qualified leads which leads to… Read More »PHASE 7: LEAD GENERATION

PHASE 6: ACCOUNT BASED MARKETING Focus Marketing resources on the most important accounts.   Mass marketing tactics do not work for companies that need to focus on a small number of high-value accounts. Traditional “spray and pray” approaches will not attract these valuable accounts. For companies that live and die by the big deal, a focused marketing approach is critical. Only highly-targeted, customized content will provide the insights to compel… Read More »PHASE 6: ACCOUNT BASED MARKETING

PHASE 5: BUDGET PLANNING Allocate your marketing budget to the accounts with the most revenue potential and the highest propensity to spend.   Underfund marketing and you will constrain revenue growth. Overfund marketing and your profits will suffer. Peanut butter spread a marketing budget across all segments, accounts and buyers and you will run out of money quickly without showing results. Revenue growth is maximized with an objective-based budget and… Read More »PHASE 5: BUDGET PLANNING

PHASE 4: CONTENT PLANNING Earn brand preference by satisfying the information needs of your target customers and prospects with relevant content.   Content marketing generates revenue when you know exactly what information your customers need, where they need it, how often they need it, and in what form they need to consume it. The right content marketing strategy will support your campaigns and enable your sales team to be more… Read More »PHASE 4: CONTENT PLANNING

PHASE 3: CAMPAIGN PLANNING Capture the attention of customers and prospects through well-planning marketing campaigns.   To generate a return on marketing campaign dollars requires a clear objective, timeline, budget, accurate lists, correct media mix and compelling calls to action. By leveraging customer journey insights to create compelling messaging, marketers can reach the customer through the right channels with the right content at the right time. By tying marketing campaigns… Read More »PHASE 3: CAMPAIGN PLANNING

PHASE 2: DIGITAL PLANNING Leveraging digital channels to reach customers and promote your brand.   Digital marketing can enhance your reach to a larger more targeted audience, which leads to increased brand awareness, lead generation, and lead conversion. The best digital strategies are developed with inputs from brand research and a deep understanding of buyer expectations. Integration across all channels is critical and will improve data collection and campaign conversion… Read More »PHASE 2: DIGITAL PLANNING