Category: Uncategorized

  The most important stakeholders in any software company are a) your customer base, b) your partner community, and c) your employees.  You absolutely need these three on your side if you are going to succeed as a software company. What does it mean for these stakeholders to be on your side? Let us take…

Sales-marketing alignment in any organization is critical if you want to hit your bookings targets consistently.   I talked about it in my previous posts and will continue to write about it my upcoming posts. One of the metrics of  sales-marketing alignment is what % of your SQLs are coming from your Ideal Customer Profile (ICP)?  …

Before we talk about the three alignment areas, lets ensure we agree on the general scope of marketing operations and sales operations.  Marketing Operations is the function of the marketing organization (including people, process, technology, and data) that enables Marketing to operate efficiently and to scale with quality and consistency. Marketing Operations function typically owns…

There are many articles and even books written on the topic of marketing operations and analytics.  I will share my perspective on marketing analytics from having worked with several clients, as well as having been a CMO for multiple public and private enterprise software/cloud companies.  The information I share below is equally valid for large…

If you are selling a business software solution, a good ROI model has always been an important part of the sales process.  It allows your customer to build a business case for buying your software. It is even more important now than ever before, when the budgets are tight and fewer projects are getting funded. …

Having a differentiated message for your solution is critical to your success. It allows you to win your share of the deals, assuming your sales organization is choosing the right battles.  Having your message further sharpened to reflect why the customer needs to buy your product now is even more important in these times, when…

In the Covid-19 era, it is easier to cross-sell (or up-sell) to an existing customer than trying to build an entirely new set of relationships with prospects when face-to-face meetings are still not possible, especially when you are selling into enterprises.   In this post, I will share with you the information your sales and marketing…

Account-Based Marketing (ABM) has always been a great idea.  It allows your sales and marketing to be aligned.  Your sales organization typically has a target set of accounts (typically 20 to 30 per salesperson) that they are going after.  If your marketing does not have specific programs to target those ‘named accounts’, then there is…

Win Loss Analysis – Part 3 In my last post we talked about the quantitative analysis within your win-loss analysis program.  In this post I will dive into the details of the qualitative aspect of the program.  Analysis from your CRM system gives you a lot of good information on metrics and their trends.  But…

In my last postwe talked about the overall scope of the win-loss analysis program.  In this post I will dive into the details of the quantitative aspect of win loss analysis.  For a recent SaaS client, who is growing at a very rapid clip, we wanted to track the following quantitative information (win-loss was focused…

Working as a demand generation and product marketing consultant for SaaS and Enterprise companies for over 15 years, I have done a fair share of win-loss analysis engagements for my clients.  I decided to share my experiences and recommendations on this topic through multiple posts.  In this first post, I will share a high-level perspective…