by Rebecca Schuette | Aug 14, 2025 | Uncategorized
I spent 15 years leading marketing teams at startups and scaleups—agile, scrappy teams that got big results with small resources. Now, consulting for midmarket companies, I see a new set of challenges. These teams often have more resources—but also: Competing...
by Brent Keltner | Aug 12, 2025 | Uncategorized
Sales growth doesn’t just happen. It happens when your messaging reflects the challenges and terminology of your ideal buyers. This is the way Agnes O’Connell, VP of Demand Generation at 360insights, thinks about driving growth. 360insights is a partner engagement and...
by Brent Keltner | Aug 7, 2025 | Uncategorized
Battlecards are best known for competitive positioning—feature-by-feature comparisons that often stay at the product level. But Mark Guthrie, a seasoned sales leader, challenges that traditional use. “Forget competitive battlecards,” Mark says. “They lead you to...
by Brent Keltner | Aug 6, 2025 | Uncategorized
Brand marketing often gets labeled a “soft” investment — but for Grant Johnson, a veteran CMO and strategist, proving brand value is a hard-edged discipline.Over his decades in marketing leadership — including roles in high-growth SaaS and FinTech firms — Grant has...
by Yan Gonzalez | Aug 6, 2025 | Uncategorized
The most valuable content in your funnel isn’t always what you say; it’s what your buyer concludes on their own. That’s the role of self-solutioning content: helping potential buyers explore what “better” looks like and justify the investment internally, all before...
by Brent Keltner | Aug 6, 2025 | Uncategorized
To optimize your marketing and sales spend, especially in today’s crowded and noisy market, focus on in-market customers. Most marketing teams still aim broadly, targeting the full range of personas or firmographics across an ideal customer profile. But here’s the...
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