Brand marketing often gets a bad rap. It’s seen as the “soft stuff”—important, sure, but hard to measure. Meanwhile, revenue teams are laser-focused on pipeline, conversions, and deals closed. But here’s the truth: If your

In an AI-first world, the role of the sales professional is simple: value-add conversations. Buyers have unmitigated access to information, insights, and industry trends. That means sales professionals have never been more scrutinized.  You’re either

Understanding the Buying Committee’s Complexity In today’s B2B landscape, purchasing decisions are rarely made by a single individual. Instead, they involve a buying committee—a group of stakeholders with diverse roles, priorities, and pain points. For

“Stories sell” is a common refrain. A good story builds trust by creating a subtle but powerful shift from your product to a better future for your buyer. As Jamie Gier, CMO at DexCare, puts

Today, many users complete have a primarily digital and self-service buying journey.  They often lack the time to do in-depth research.  Companies must anticipate their needs by offering easy access to relevant information. Measurable outcomes

No, I’m not talking about the endless waves of illness running through schools right now (though I feel that pain deeply). I’m talking about the all-too-common B2B sales tactic where reps jump on a call

Companies that invest in multi-threaded customer relationships experience higher renewal rates, stronger profitability, and more defensible revenue streams.  It is this powerful business logic that is leading the Account Management function to step back into

Intent data can transform cold sales outreach into personalized invitations to a conversation, but only if marketing integrates it into the sales team’s daily work. As Michael Passanante, SVP of Marketing & Communications at Capital

Shared sales playbooks are a key to top sales performance, but only when aligned with individual skill development needs.  That’s the view of Mark Guthrie, VP of UW Solution Sales at Verisk. He stresses that