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Sales Digital Transformation: It’s Now Or Never!
Where is your company on this continuum of sales digital transformation? After writing about, speaking about, and advising clients on this topic for more than two and a half years, I believe we have crossed the chasm where it’s now a business imperative for companies of all shapes and sizes to move forward. Sales digital […]
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What’s It Take To Make ABM Succeed? Customer Obsession!
This past Tuesday evening (October 17), TechTarget and Discover.org invited me to share some wisdom about success strategies for account-based marketing (ABM) with a couple dozen customers, prospects, and friends. If you missed it, here’s a quick synopsis: It’s 2017. ABM was new in 2004, but not any longer. What’s different today? It’s much easier to access and use […]
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The View From Backstage: How We Helped Get Customer Obsession Working For You At Forrester’s B2B Marketing Forum In Austin
Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]
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SMB Commerce Platforms Are Now A $1 Billion Market
Commerce platforms provide the tools to power eCommerce, enabling online catalogs, shopping carts, and promotions. We recently published our updated Forrester Data: Commerce Platform Technology Forecast, 2016 To 2021 (Global). The market has changed considerably since we last published this forecast in December 2014. The biggest surprise? How quickly the market for SMB platforms has […]
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Forrester’s B2B Marketing Forum Reinforces The Concept Of “Customer As Compass” (And Covers What To Do About It)
I hope that nobody in your organization needs convincing that you should join us at the B2B Marketing Forum in Austin, Texas, this year (October 5 and 6, 2017). We have an incredible agenda with a fantastic lineup of inspirational speakers. What’s unique is that we’ve designed the agenda to help B2B marketing leaders succeed at […]
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Does ABM Drive Results For Your Business?
ABM … Account-based marketing … A – Bee – Em. Unless you have been living under a rock, you can’t have helped but notice the hype around ABM. And some of the confusion too. But here’s the thing about ABM – it does produce results for both marketing and sales. May not be this quarter, […]
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Are Your Partner Channels Still Relevant? Invitation To Forrester’s B2B Forum
The shift in technology buying trends favoring line-of-business (LOB) leaders is having a significant impact on traditional partnering, reselling, and value-added services. With business buyers now leading or influencing 65% of new technology projects, partner business models that we built around product sales are struggling to stay relevant. Business leaders do not have the patience […]
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The Ways And Means Of B2B Buyer Journey Maps: We’re Going Deep at Forrester’s B2B Forum
A very, very long time ago, a sales training instructor told me, “It’s the job of the sales person to teach the buyer how to buy.” And that was essentially true for a very, very long time — until the emergence of the digitally empowered buyer. Today’s business buyers are increasingly self-directed: 60% prefer not […]