Category: Uncategorized
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How I Try to Stay Relevant When Everything Is Changing
One challenge of working in the technology industry is the sheer pace of change. There is always a new model, architecture, company, or idea to understand.For the last 30 years, I’ve made learning part of my daily routine.My approach is simple. I pick a topic I want to understand deeply. I break the topic into…
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Five benefits of reviewing your product packaging
A review of product packaging by your product marketing team can provide the following key benefits: A better understanding of usage to create value-added unbundling opportunities. For example, you may discover that while you offer capabilities A, B, and C in a SKU, only a small percentage of your customers use capability C. And the…
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The 60/30/10 principle is everywhere.
The 60/30/10 rule offers a timeless approach to balance in different areas. You should apply this rule to how you prioritize your work. Most financial advisors recommend that you allocate 60% of your income towards essential needs (like rent, groceries, utilities), 30% towards discretionary spending (like dining out, entertainment), and 10% towards savings (emergency fund,…
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Two reasons why half your sales pipeline vanishes
Over 50% of your sales pipeline is lost to ‘no decision.’ It’s time to tackle the two key reasons behind these losses and take action now. Most marketers and sales leaders know these losses happen because they can’t make a strong enough case to show customers the downsides of sticking with their current (incumbent) approach.…
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Trust but verify – how I use ChatGPT for competitive analysis.
Trust but verify – how I use ChatGPT for competitive analysis. It’s been a few weeks since I did a post – I was heads down, working on client deliverables. I guess I shouldn’t complain – it’s the life of a consultant! I recently received an email from a SaaS software company. The email copy…
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Five ways to improve your ABM program
Many of you are implementing Account-based Marketing (ABM) programs to seek alternatives to a lead-based funnel program that is no longer yielding good results. However, your ABM program may not be showing the results you expected, and you are under pressure to improve it. This blog may help you identify potential issues and correct them. …
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How to get your customer marketing firing on all cylinders!
I have consulted with several software companies to help them dramatically improve the performance of their customer marketing programs . I would like to share best practices based on those engagements in this blog post. The majority of customer marketing programs typically prioritize activities aimed at engaging new prospects. These include creating customer case studies as…
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Product bundles – watch your discounts!
I have worked with several companies to help them streamline their pricing and packaging as a part of my product marketing consulting work. One issue that I constantly see is that very few companies have caps on sales discounts for bundles. This is especially important when one of the products in the bundle has a…
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How to use sales history to improve your vertical go-to-market performance?
In the last blog post, I discussed the value of ‘white space analysis’ using your sales data history. We discussed how it can help you sharpen your customer marketing, improve your sales coverage model, and identify issues in your go-to-market strategy among other benefits. Today I will discuss how to leverage sales history data and…
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White space analysis – key to successful cross-sell drip campaigns?
In the last blog post, I discussed the value of ‘land and expand’ analysis of your sales transaction data. We discussed how it can help you sharpen your go-to-market execution, increase ACV (Average Contract Value) and create more effective customer marketing programs, among other benefits. Today I will discuss a secondary advantage of analyzing sales…
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Why ‘Land & Expand’ analysis of your sales data is a goldmine
There is so much you can learn from the ‘land and expand’ analysis of your sales history. It can help you sharpen your go-to-market execution, increase ACV (Average Contract Value) and create more effective customer marketing programs, among other benefits. What is land and expand data analysis? You start with extracting sales transaction history into…
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Key Sales, Marketing Metrics for a QBR
Key metrics that sales and marketing should review for a QBR
