CMO: Did You Get It Right When Creating Personas & Buyer Process Maps?

Posted by John Koehler

March 10, 2014 at 6:45 AM

Most CMO’s have created Buyer Personas. Best in Class CMO’s go a step further to invest in creating buying process maps. The most important question these CMO’s ask is “Did we get it right?”

Buyer Personas have to be right. Your company is building products, content and campaigns based on the personas. The sales force utilizes them to make sales. If there are inaccuracies, the company’s success in making the number is in jeopardy. Furthermore, the CMO will be held accountable.

How do CMOs know they got it right?

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Topics: buying process, Buyer Personas, Buyer Persona, CMO, Buyer Process Map, Marketing Resources, buyer persona development

CMO: Why Don’t Your Prospects Care?

Posted by John Staples

December 21, 2013 at 7:00 AM

You’re asking yourself “Why aren’t my prospects responding to my campaigns?” or “Why isn’t my customer count growing?” The warnings are clear; lack of new logo acquisition and increased churn. Minimal change in cross-sell / upsell as a percentage of total revenue is another. Here’s the bad news: your target audience just isn’t listening.

The fact is customers and prospects aren’t responding to your campaigns. The return on the marketing investment (ROMI) is not there. Your budget was cut yet again and you’re starting to wonder if you’ll have a job in 2014.

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Topics: Content Marketing, Content Strategy, CMO Resources, Chief Marketing Officer, CMO, Buyer Process Map

CMO: Enable Reps with the Right Content at the Right Time

Posted by John Koehler

November 19, 2013 at 7:00 AM

Sales reps want solid materials to support them in sales campaigns.  Today this means having the right content at the right time.  Having the right content enables the sales rep to have the best chance to make a sale.

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Topics: Buyer Persona, CMO, Buyer Process Map, Marketing Resources, Buyer Mapping

How to Bridge the Sales & Marketing Divide

Posted by George de los Reyes

November 10, 2013 at 7:00 AM

It’s an unfortunate reality.  More often than not, sales and marketing live in siloes.  Reps wonder what marketing does and contributes; marketing complains reps ignore their efforts.  For a company to survive these days, sales and marketing must work in concert. 

The best marketing leaders know how to overcome the divide and gain credibility with sales.  One way they do this is through actionable buyer intelligence.  They bring buyer insights to the sales team that can be easily leveraged in sales campaigns and prospecting.  And they involve the sales team in the process.

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Topics: buyer research, Buyer Behavior, Buyer Persona, CMO, Buyer Process Map, Marketing Resources

Crack the Case of the Unknown Customer

Posted by Andrew Urteaga

November 3, 2013 at 7:00 AM

In a 2013 study by IBM, 33% of CEO’s are out of touch with customers.  76% of executives want to know their customers better.  The internet has forever changed how organizations engage with customers.  The fact is that buyers complete 60% of the purchasing journey on their own.  You have to ask yourself the question.  How well does your team know the customer?  Who should own it?  More importantly, if you do not address it, will it get worse?

In this post, we will talk about how better to understand your customers.  You can also sign up for SBI’s 7th annual research tour here.  In the session, you will learn how you can engage with your customer’s effectively. Download the Customer Alignment Guide to get started.

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Topics: CEO, Buyer Persona, CEO Resources, Buyer Process Map

CMO: You’re Killing the Sales Team’s Selling Time!

Posted by John Staples

October 10, 2013 at 7:00 AM

Let’s recap the time you have sucked out of the sales rep’s day. Perhaps you implemented a new CRM, Marketing Automation or Enterprise based social network. The goal is improved efficiency and sales rep effectiveness. The statistics support the majority of automation implementations fail. You’re trying to help but you’re killing the sales teams’ selling time in the process. And you wonder why the sales team is a reluctant participant in the new initiatives.

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Topics: Social Selling, Sales Process, CMO Resources, Chief Marketing Officer, CMO, A Players, Buyer Process Map

Why the Deal Went Dark

Posted by Scott Gruher

September 21, 2013 at 7:00 AM

In this post we will discuss why sales opportunities go dark.

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Topics: Buyer Personas, Sales Leader, Buyer Process Map, Small Company Sales Leader Resources

3 Most Common Mistakes in Lead Generation - Video Blog

Posted by Vince Koehler

September 13, 2013 at 7:00 AM

There are three themes commonly present in under-performing lead generation programs. Marketing leaders can quickly diagnose the most common Lead Generation mistakes.  

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Topics: Lead Generation, Marketing, CMO Resources, CMO, Buyer Process Map

Is Sales Ops Enabling the Buyer Process?

Posted by Patrick Seidell

September 6, 2013 at 7:00 AM

Sales ops executives are charged with improving sales effectiveness and efficiency.  Provide the right processes, tools, structure and guidance to best deliver revenue.  Your goal is to best enable sales.  But is that the same as enabling the buyer to buy?
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Topics: sales strategy, Sales Operations Strategy, Buyer Persona, buyer journey, Buyer Process Map, sales operations

Top 10 Priorities for the Newly Hired CMO

Posted by John Staples

September 4, 2013 at 7:00 AM

Your marketing strategy is not just about making the number this year. Great CMO’s set a strategy to make the number in 2014 and beyond. As the CMO you’ve done everything you can without the use of marketing automation. You now have the support of the CEO to modernize the marketing organization. The goal is to leap frog your competitors and never look back. This post will share 10 ideas from someone who has already blazed this trail.

You were probably hired because the last person failed. Perhaps the prior leader didn’t keep pace with the market.  Maybe the internal marketing structure failed to evolve with the customer demands. Whatever the situation, you were hired to solve the problems quickly.

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Topics: Buyer Personas, CMO Resources, CMO, Buyer Process Map

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