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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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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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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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What Tech and Professional Services CEOs Should Expect from Marketing

Earlier this year, I met with a CEO of a growing professional services firm in the enterprise software space. He requested the meeting because he was looking to double the size of his company from around $25 million to $50 million by 2018 and was searching for new go-to-market ideas. When we met, he said he raised the question to the two people on his marketing team and didn’t get…

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How to Market Your Tech Products When Everyone Thinks You’re Just a Services Company

I attended an industry conference on technology marketing in the early 1990s in which one of the featured speakers was a senior executive from IBM. During his keynote presentation, he bemoaned the fact that few people knew that IBM was the second largest software company in the world. It was the height of the personal computer boom, and most people knew IBM from their computer hardware businesses, which ranged from…

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The Huge Company in Town Should Become Your Next Customer

I had an epiphany a few weeks ago that was so obvious I couldn’t believe I hadn’t thought of it sooner. One of the most common activities I do with my clients, typically tech or professional services companies that need to sell more, is help them build target lists of prospects in the vertical markets we help them develop. One reason why tech company CEOs engage our services is to…

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Product Marketing Strategies to Bring Revenue Producing Solutions to Market

Our product marketing plans include market sizing, product requirements, message development, product delivery, sales/channel, and launch and communications strategies. All of the market planning needed to figure out what’s necessary to take your products into new markets successfully is included. We specialize in ensuring that your product marketing approach is correct and realistic. We start by asking, “Who are the best possible prospects for the actual products you are selling…

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