The Harvard Business Review ran an excellent article by marketing researchers Matthew Dixon and Ted McKenna about, what they believe is the #1 impediment to closing sales—and it’s not getting past the prospect’s status quo—which is what most sales people tend to think. Rather it’s the prospect’s indecision. In the article, they make a strong case, which goes something like this: · Research by the authors and others shows that indecision has a more powerful grip on the

Companies opt for consultants, rather than additional employees for a number of reasons aside from cost. While it’s true that, by the time you consider wages, benefits, and taxes, consultants are a very cost-effective alternative, there are many other reasons that marketing consultants, in particular, make sense. 1. You need a fresh set of eyes. Most organizations have a culture that is deeply entrenched. While this is generally a good thing, it can lead to myopic decisi

Having a continuous pipeline of fresh content that you are proud of, that represents your brand well, and that impresses (and converts) your market has always been important. There is a lot of content out there, and most of it is good. For it to be great, it needs to be equally useful for your market and you. Here’s a basic formula: Insightful + Impressive + Compelling = Conversions Insightful The entire piece doesn’t need to be packed with insights. Most readers are looking

The fact is, there is a co-marketing opportunity available for most marketing campaigns. Consider how you can optimize your partner site pages, build co-op marketing and advertising strategies, and enhance channel partner sales enablement. Partner Content Optimization Your page on a channel partner’s website can be as valuable or more valuable than the homepage on your website. This is especially true if your channel partner has significantly more visibility and name recogni