by Brent Keltner | Mar 16, 2023 | Uncategorized
You have probably heard of a Total Addressable Market (TAM), but how about the less commonly discussed Total Reachable Market (TRM)? It’s an important concept that will have big implications on how GTM teams ‘do more with less’ in this economic cycle that requires...
by Brent Keltner | Mar 9, 2023 | Uncategorized
An account-based marketing strategy (ABM) is a “people-based process.” You have to ensure your whole internal field team is educated first before you can effectively educate buyers. That’s how Zora Senat, Chief Commercial Officer at Verisk Marketing Solutions (VMS),...
by Brent Keltner | Mar 7, 2023 | Uncategorized
I used to think I was naturally empathetic, then a family member’s crisis showed otherwise. I have always been curious about other people, what makes them tick, and what they need. I listen actively, recap often, and make sure everyone is included in the conversation....
by Brent Keltner | Feb 23, 2023 | Uncategorized
Account expansion is hard, right? Maybe not. Hilary Riley, VP of Partner Success at Mainstay, has a more strategic approach to account expansion – it is all about working a mutual success plan. “You have to make sure you regularly go back up to the balcony and take a...
by Brent Keltner | Feb 21, 2023 | Uncategorized
It’s been a long, often lonely, journey. But I’ve found my tribe. I started my professional career as a Ph.D. social scientist doing qualitative research for a decade at Stanford and the RAND Corporation. I loved the focus in the Academy on learning, evidence-based...
by Brent Keltner | Feb 16, 2023 | Uncategorized
There is a persistent disconnect across Go To Market teams. Does any of this sound familiar? Marketing develops branding and messaging that isn’t used by DemandGen or Sales BDR teams set meetings that Sales views as poorly qualified and a waste of time Sales...
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