Stop me if you’ve heard this from your senior leadership before: “Listen, we have all of these marketing tech platforms and tools we’re paying for. Honestly, we’re probably spending a whole bunch of money that we shouldn’t be spending. We’ve got stuff everywhere. I don’t even know who uses this…

My Account-Based Marketing (ABM) clients often question why I invite both Marketing and Business Development teams to participate in strategy development sessions. Based on the name, it sounds like the Marketing team would do the heavy lifting. I tell them that we need the whole village in order to develop…

Revenue Operations — or RevOps for short — is far from just the latest in a series of industry buzzwords. It’s a singularly-focused business initiative to drive more predictable and sustainable revenue. The first step to implementing it is to understand what it truly and the impact it has on…

Few things unify users on a platform like LinkedIn more than poor chatbot experiences. To wit: Posts such as this one. And, really, when’s the last time you read someone raving about how amazing a bot was (that didn’t either sell or manage a bot themselves)? The core of the…

As more and more companies focus on revenue efficiency, a simple question comes up that has real implications: Simply put: Why does marketing operations (MOPs) matter? Because they enable you to tie everything to revenue, yet still maintain creative flexibility. The ones who can make revenue-related questions have answers, answers…

Republished with permission. Written by Dr. Debbie Qaqish. Customer centricity is a concept that, on the surface, can seem silly. What company doesn’t revolve around its customers and the revenue they generate? The answer, of course, is many aren’t. They’re product-centric, instead focusing on what products they can get to…