Insights

Building Thought Leadership Across the End-To-End Journey

Building Thought Leadership Across the End-To-End Journey

Thought leadership isn’t a single moment. It’s a series of moments — snackable ones — that bring buyers deeper into your value story over time. That’s how Vince Chiofolo, SVP of Revenue Operations at Dash Solutions, describes his approach. Dash Solutions provides its...

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Mapping Buyer Language to Drive Better Customer Fit

Mapping Buyer Language to Drive Better Customer Fit

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...

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Activate Whitespace through Persona Battlecards

Activate Whitespace through Persona Battlecards

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...

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Linking Brand Measurement to Business Outcomes

Linking Brand Measurement to Business Outcomes

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...

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Focus on In-Market Customers to Optimize Marketing Spend

Focus on In-Market Customers to Optimize Marketing Spend

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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Using Micro-Discovery to Align Your Buying Committee

Using Micro-Discovery to Align Your Buying Committee

Sales teams often think of discovery as a single event, but good selling involves ongoing micro-discovery across the stakeholder group. That’s the approach of Aaron Verasammy, Chief Sales Officer at Meevo. After seven and a half years as Global VP of Sales at ABC...

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A Consistent Brand Promise That Delivers Measurable Impact

A Consistent Brand Promise That Delivers Measurable Impact

Every organization wants to motivate its people and partners, but translating that intent into measurable impact requires more than good intentions; it requires a consistent, outcomes-driven approach like the one from Achievement Awards Group. Achievement Awards Group...

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Drive Expansion through Sales to Success Alignment

Drive Expansion through Sales to Success Alignment

If you want to drive expansion, get your sales and success aligned with customer success. That’s the view of Bobby Coy, SVP of Enterprise Sales at C-4 Analytics.  For Bobby, your growth doesn’t just come from chasing cold leads — it should also come from tapping...

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Four Value-Added Demand Gen Strategies to Drive Growth

Four Value-Added Demand Gen Strategies to Drive Growth

Prospecting today is tough. Buyers are flooded with generic outreach, and it can take more than a dozen touches to land one meeting. That’s why Kent Donges, Chief Revenue Officer at Kiddom, leads with a different approach: “We focus on adding a ton of value in buyer...

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3 Steps to Personalizing for Your Buying Committee

3 Steps to Personalizing for Your Buying Committee

Personalization is essential in modern B2B sales, but doing it at scale requires an innovative approach.  “The trick,” says Lee Robinson, VP of Global Sales Mid-Market at ABC Fitness, “is not to jump to individual personalization for every deal. Focus first on...

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6sense: Driving Personalization with Intent Data

6sense: Driving Personalization with Intent Data

Imagine if your website could predict your prospects' next step, transforming every visit into a personalized journey from start to finish.  6sense harnesses the power of intent signals to deliver personalized, real-time website experiences that truly resonate...

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How to Empower Your Team to Be Evangelists for Your Brand

How to Empower Your Team to Be Evangelists for Your Brand

It’s one thing to have a great product. But it’s another thing entirely to have your full team living and breathing your brand. When every person in your company becomes an evangelist for your brand, you unlock a powerful force that drives authentic connections and...

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Make Customer Stories a Marketing OKR

Make Customer Stories a Marketing OKR

Customer stories are your most important kind of content, but many marketing teams struggle to produce enough high-quality customer stories. As Jamie Gier, CMO at Dexcare, explains, “If you want to consistently capture your customer stories, you have to make it a key...

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How you show up every day is a moat

How you show up every day is a moat

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 adding value...

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Selling a Future Vision with Good Customer Stories

Selling a Future Vision with Good Customer Stories

“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 it, “People are innately motivated by what’s in it for them. Showing a better...

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Driving Impact and Engagement with Measurable Outcomes

Driving Impact and Engagement with Measurable Outcomes

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 go beyond mere...

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Don’t show up and throw up

Don’t show up and throw up

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 and immediately start feature-dumping. The thinking seems to...

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ABM and Multi-Threading

ABM and Multi-Threading

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 the...

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Intent Data and Personalizing Outbound Outreach

Intent Data and Personalizing Outbound Outreach

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 Rx, explains, “Our goal is to...

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Sales Performance and Individual Skills Development Plans

Sales Performance and Individual Skills Development Plans

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 playbooks must be embraced at the individual level: “As...

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Contextually Relevant Content: The Key to Buyer Engagement

Contextually Relevant Content: The Key to Buyer Engagement

With the buyer journey now 70% digital, buyers have become sophisticated content consumers. If your content isn’t contextually relevant, you quickly lose engagement. Ren Chin, CMO at GoFormz, emphasizes this: “Contextually relevant content speaks to situational value...

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Driving Sales Performance through Team-Based Learning

Driving Sales Performance through Team-Based Learning

Top-performing sales teams train continually. In fact, sales teams that commit to an hour of weekly skills coaching per team member see 15-20% average sales performance gains.  The ABC Fitness sales team, under the leadership of Lee Robinson and Aaron Verasammy,...

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Unlocking Buyer Intent Through Guided Content

Unlocking Buyer Intent Through Guided Content

Content engagement is key to buyer intent, yet many marketing teams miss the mark.  Buyers are often overwhelmed rather than engaged by the content being produced. With 70% of the buyer journey now digital, shift from thinking about content volume—“how many blogs...

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2024: A year of GTM disruption and transformation.

2024: A year of GTM disruption and transformation.

What a year of go-to-market disruption and transformation we have seen in 2024 As the year winds down, we have been reflecting on the experiences of 2024 and the lessons we have learned. The environment for both SaaS and Services businesses has shifted in significant...

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Coaching Leverage for High-Performing Sales Teams

Coaching Leverage for High-Performing Sales Teams

Sales coaching is essential to developing high-performing sales teams, but frontline sales managers often struggle to find the time for coaching. Theresa Smith, CRO at Level Data, perspective is that “front-line managers need to own the coaching plan, but peer...

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Marketing to sales alignment on outbound conversion

Marketing to sales alignment on outbound conversion

Marketing to sales alignment on outbound conversion activities is an often missing step in capturing those buyers who have already demonstrated interest. If you are like most marketing teams, you have hundreds to thousands of leads that have come to your website or...

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Transform Inbound Marketing Around Guided Content

Transform Inbound Marketing Around Guided Content

A guided content experience for buyers creates more quality leads that convert at a higher rate. That's the perspective of Ray Goforth, SVP of Marketing at Verana Health. She explains, “Don’t just create content to have content on your site. If nobody comes, reads it,...

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Measuring and Iterating for Top Sales Performance

Measuring and Iterating for Top Sales Performance

Sales performance gains come from a commitment to continuous measurement and improvement at three levels -- the market level, the team level, and the individual level. This is the approach of Adam Ellingson, Chief Sales Officer at CeriFi.  Adam has led the...

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