Author Archive

What Surprised Me After I Referred Business to Three Trusted Associates

Something very exciting happened to me during the last two weeks in December that I will share with you. I heard from three business associates who had gained new clients directly from referrals I made on their behalf. This was great news to me for a number of reasons I will share later in this blog. I’ll also reveal three lessons I learned about how you can drive more referrals…

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Marketing Tried, Sort of, But Didn’t Help Grow Sales Again

Before I get to the point of this blog, which is how mid-market CEOs can determine if their marketing leaders are truly adding value to their sales efforts, I need to give a little background. A few years ago I was engaged to create and execute a go-to-market plan for a large for-profit university that wanted to move into the professional development arena. The plan included numerous sales and marketing…

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How Marketing Leaders Can Help Sales Get Higher-Level Business Relationships

In my last blog, Why Too Many Sales Reps Have Only Low-Level Business Relationships, I discussed the dilemma a tech company CEO faced when he realized that sales deals were stalling because his reps did not have the business relationships at the right level they needed. The reaction and comments to this blog were inspiring. Many sales leaders around the globe who read the blog asked me what role the…

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Why Too Many Sales Reps Have Only Low-Level Business Relationships

I was meeting with a client, a CEO of a mid-sized professional services firm in the tech sector, when the topic shifted to business relationships in the sales process. He asked me how high and deep I thought his sales team’s relationships were and whether they were operating at the appropriate level they needed to sell into. He had concerns that they had relationships too low at their target companies.…

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Tech CEOs Need Marketers Who Can Help Them Get Their Vision Out of Their Heads

For any small to mid sized tech or professional services company to have any possibility of success, the CEO must have a vision, and that vision must be supported by the company’s management. The company’s marketing leader (either outsourced or in-house) must successfully siphon the vision from the CEO’s head and powerfully communicate it across the organization and to external audiences. The tech marketer must mind meld, if you will,…

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How to Remove “There is No Budget” as an Obstacle to Exceptional Marketing Performance

One of the biggest cop-outs in technology marketing is falling back on the excuse of “we don’t have budget for that.” We think that marketers who learn to eliminate that expression from their lexicon will be more successful–and happier. Furthermore, they will make the CEOs and sales leaders they support more confident that their marketing leaders know how to make things happen and have the company’s best interests at heart.…

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How Knowing Their WHY Will Help Tech CEOs Focus More Effectively

The response to a recent blog I wrote on CEOs writing press releases at 3am was tremendous. I got great feedback from CEOs and sales leaders around the world who realized that they needed to offload marketing, and other operational activities, so that they could focus on what they should be doing to drive business. It led to some great conversations from executives who realized they were wasting time on…

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What Tech CEOs Should Expect from their Marketing Leaders

This article originally appeared in the Renaissance Executive Forums May 5, 2015 newsletter. Many Marketing staffers in companies that are trying to get to the next level are not serving their employers as well as they can. Whose fault is it–the CEO or the Marketing staffers? In a popular 1980’s song, Howard Jones famously said no one ever is to blame. That’s not the case here. Marketing needs to deliver…

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Should Growing Tech Firm CEOs Be Writing Blogs at 3am?

The answer to this question–and a few others we’ll address—is no. The question is not whether press releases or blogs should be written. It’s whether the CEO of a firm that has exceeded its first round of growth should be focused on this type of important tactic when there are bigger fish to fry. However, this scenario frequently has come up over the years when I’ve met with tech and…

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One Marketing Question Tech CEOs Should Never Ask

It was déjà vu all over again. A millennial marketing manager and his baby boomer tech company CEO requested a meeting to discuss marketing strategies for their software company. Their main market was the building management market. (Disclaimer: I guess I’m also a baby boomer, and also a Yogi Berra admirer, so no disrespect intended.) I looked forward to the meeting. The majority of my clients have been tech or…

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