by Sabrina Forbes | Nov 28, 2021 | Purchase Journey Mapping, Sales Enablement, the sales funnel
Taking a close look at the Sales Funnel By Luandri Smith I recently came across an article entitled “Why the sales funnel is the cockroach of marketing concepts”, written by Tom Roach. In it Roach makes several thought-provoking observations about how the...
by Sabrina Forbes | May 21, 2021 | Sales Enablement
Sales enablement provides sales teams with everything they need to sell as the point of focus, and is a major point of priority for many in the B2B space. In contrast, buyer enablement is an outside-in approach which makes it easier for buyers to buy. My view is that...
by Andi Michlo | Apr 14, 2021 | Account Based Marketing, B2B Marketing, Content Marketing, Sales Enablement, Strategy
Sales enablement is a major focus for many in the business-to-business (B2B) space, with a focus on providing B2B key account sales teams with everything they need to sell. The converse is buyer enablement, which is a shift from making it easier for salespeople to...
by Sabrina Forbes | Jan 20, 2021 | Account Based Marketing, B2B Marketing, Customer Experience Mapping, Purchase Journey Mapping, Sales Enablement
Creating customer value is a key driver for both business survival and business growth. If we consider that the perception of value is often made up of a lot of variables like product quality, price, customer experience and competing alternatives, to name a few, it...
by Andi Michlo | Mar 8, 2020 | Account Based Marketing, B2B Marketing, Client Experience Mapping (CX), Content Marketing, Customer Acquisition Strategy, Customer Retention Strategy, Sales Enablement, Strategy
Account Based Marketing can be best defined as a structured and strategic approach to treating individual accounts as a market in their own right. This isn’t revolutionary, but neither is Account Based Marketing itself. Companies have been practicing ABM for...
by Andi Michlo | Sep 8, 2017 | Brand, Research & Insights, Sales Enablement
Words by Catherine Black There’s another, more innovative approach to research, and it involves using a concept that’s usually only thought of in a very academic context: cultural anthropology. Business at its core, anthropology is the study of someone’s behaviour in...
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