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...

7 Tips to Get the Most Out of Marketing Automation

Nov 8, 2016
  By Mollie McDonnell When Heather Lemere started Salon Success Strategies—a marketing agency that services salons and spas in 2009—it was difficult to find leads. It was even harder to find qualified leads. As a result, Lemere decided to utilize marketing automation software. Once she consolidated her marketing systems onto one platform, the inbound leads started gushing forth. Between 2013 and 2014, Lemere experienced a 300 percent growth in revenue. Intacct, a cloud-based...

Taking Event Support from Sales Tactic to Product Strategy

Oct 24, 2016
Events. It’s natural to dread them. As a product manager, you may view events as largely tactical and time-consuming endeavors. Beyond that, you may loathe being stuck in a trade show booth taking on a sales role that’s not entirely comfortable for you. But the truth is that events aren’t just a sales and marketing tactic. They can and should be a strategic part of your market research—a way to glean feedback from your market as much as they are a place to push your message. Rethinking the Role...

Choosing and Maximizing Events

Aug 18, 2016
In a recent webinar presented by Mike Belsito, co-founder of Industry: The Product Conference, Mike delved into the topic of product people attending events. While it might seem counterintuitive, conferences, seminars and even networking events can offer a huge opportunity for those who work in product marketing and management. But how do you choose the right events to attend? And how do you share the value of attending such activities with your boss, especially if they have to approve time...

Find Your Competitor’s Achilles Heel: Post-Sale Questions for Customers

Aug 2, 2016
By Sean Campbell Competitors’ customers are treasure troves of insight. Not only can they tell you how satisfied they are with the competitor’s product or service, they can also clue you in about why they picked the competitor in the first place. In other words, you may learn why you missed out and how to have the winning solution the next time around.  The following questions are designed to ask customers who have used your competitor’s products for some time to bring insight to: How the...

How One Executive’s New Product Ignited Revenue Growth

Jun 28, 2016
As the CEO of Sales Benchmark Index (SBI), I work with a lot of great clients to help them achieve sales success at their companies. One such client, Marc Osofsky, the senior vice president and general manager at Lionbridge Technologies, faced a unique challenge. He was tasked with growing revenue by bringing a new product to market at the $600-million public company and global leader in translation services. He did this by developing Lionbridge On Demand, the industry’s first eCommerce...

2 Ways to Get Sales to Actually Use Your Content

Jun 7, 2016
By Kelsey Loughman Seventy percent of product marketers measure the success of product launches by tracking revenue impact. However, in a complex B2B sales cycle, there are 10 to 20 steps between launching a new product and closing new business, and product marketers support every one of these crucial touch points. But when it comes to driving revenue dollars, the success of a product launch hinges on a key variable: the sales team. This isn't news, yet many companies don't prioritize close...

How to Build Better Teams, Strategic Marketing Plans and Brand Loyalty

May 3, 2016
The April Pragmatic Marketer Update includes articles that explore everything from how user personas help summarize qualitative and quantitative research that will resonate with teams across your organization to tips for creating a personalized after-sales experience that supports customer retention and business generation. There’s even a case study about how the product marketing team at one company created a strategic, repetitive go-to-market strategy. If you have an idea you’d like us to...

Discover How to Make Sense of Metrics in the New Pragmatic Marketer

Mar 16, 2016
How do you turn all the numbers and formulas you’re inundated with into meaningful information that you can use to lead your business? Find out how to separate fact from fantasy in the winter issue of Pragmatic Marketer. We share articles by writers who have successfully found the meaning behind metrics at their own companies and now offer practical advice to help you do the same at yours. Our articles explore everything from how to use the right metrics to drive more powerful solutions, and...

Putting the Air in Your Win-Loss Analysis Program Sales

Feb 8, 2016
By Carolyn Galvin B2B win-loss programs are gaining tailwinds as more companies look for ways to gain a competitive edge. And what better way to gain that edge than by finding out reasons for wins and losses in competitive sales opportunities? Win-loss programs can seem daunting to the uninitiated. Where to start? Who to involve? How to gain traction to move the program forward without running into headwinds that will make progress difficult? In our latest research on the state of...

My Neighbor Bores Me and Why This Matters to You

Nov 3, 2015
By Neil Baron My neighbor Connor is a great guy. We enjoy talking about a variety of topics including kids, sports, pets and even politics. However, over the years, I have learned to never ask Connor about work. The problem is that Connor is an expert in microbiology. His conversation is peppered with terms like bioremediation, capsid, mycelium and prokaryote. And despite the fact that I have a scientific background, I have absolutely no idea what he is talking about. Connor is articulate on...

Using Win/Loss to help sales succeed.

Sep 1, 2015
A continual challenge for marketers – how do we make deals go faster as marketers? The initial concept which jumps to mind is automation, but marketing automation is a tool that requires context. Many marketers are finding while have technology improves visibility, it may not be changing overall results. Results requires understanding not just the goals of business, but the goals of the buyer.   This requires empathy and context.  To get context around the buying journey,...