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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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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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Vertical Marketing Strategy and Development to Find and Grow New Markets

We help growing companies develop smart, strategic marketing plans that need to be executed to help the company achieve its growth goals. Frequently, the question from the C-Suite is “Help us develop a more effective marketing plan that will enable us to: Find new markets Accelerate the sales process Launch new products Marketing program development is not just about brochures, social media, content, and the occasional trade show. The process…

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