Sales and Marketing Alignment – Why is it so hard?

Apr 21, 2017
CEOs struggle to get their Sales and Marketing teams to work together. It seems simple enough. We all are driving toward the same outcome. Yet there is friction between the Sales and Marketing teams that is either visible or simmering below the surface. Sales has a mission that is clear and visible. They sell stuff and bring money into the company. The Sales team has a quota to hold them accountable for achieving their mission. Sales often believes the only role of Marketing is to support...

The Difference Between a Buyer Persona and a Buyer Profile

Apr 10, 2017
There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population....