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The liquidity risks of 2008/9, public bailout, market nervousness and contraction, financial market uncertainty, high unemployment and subsequently sluggish US economy have all commanded world attention for the last two or three years. None of this though prepared most of us for the genuine risk of sovereign debt default for a growing group of member states, and the potential collapse of the European Union, or at least that of the Euro Zone.
The medicos tell us that it is good fundamental health and wellbeing practice to undertake a regular health assessment. You know the stuff………blood pressure, cholesterol, weight: height ratios, lifestyle questionnaires etc - a simple and quick way to ensure our all-important health and wellbeing is on track. The same principles apply to B2B sales organisations.
to add value to the conversation with an informed, self-driven prospect? Reading Paul McCord’s contribution to an interesting discussion on sales force ineffectiveness, initially started by Dave Brock over at The Customer Collective, led me to this question.
It costs seven times the blood, sweat, tears and dollars to win a brand new client than it does to maintain an existing client. Heard that one before? A million times, I bet. This old adage has become so oft trotted out that most of us no longer even know where or who started it.
When I ask Australian B2B firms if social media and LinkedIn in particular has a place in their communications and marketing strategy I generally get a look that could best be described as worried or hesitant and occasionally dismissive.
At two different speaking engagements I asked the audiences of marketers if they thought lack of sales and marketing alignment was the biggest obstacle in their company to achieving revenue growth. At both events the results were similar. Over 60% agreed that the leading nemesis to greater revenue performance was the lack of alignment between their department and Sales.
Once upon a time not so long ago in a kingdom not so far away, Marketing asked for a seat at the big boy’s table. Determined to lose the tag of being purely a communications role, CMO’s insisted that it was marketing that held the key to improving the bottom line - and therefore, must be included in all strategic business decisions...
With greater demands now being placed on salespeople, the need for improved selling skills has never been higher. Typically, as organisations look for ways to remain commercially competitive, many try to strip costs out of their business. Overheads are usually the first place they start, and unfortunately, the inclusion of selling costs within this category means that sales resources are often the first to feel the pinch...
In the past few months a cool new term has appeared on my radar. That term is, “revenue marketer”. Wish I had thought of it first. It defines a new level of marketing professional. While I’m energized by the term, sadly, I’m concerned that too many B2B marketers don’t have the right perspective and skills to play in this new league...
Calls To Action (CTAs) are relatively simple devices that are so often overlooked by b2b marketers in their inbound marketing campaigns. Getting quality traffic to your site can be hard work so you should spend some effort to keep them there, nurturing the lead, engaging with them further and pulling them down the funnel towards making a purchasing decision...