thought leadership
When higher education and economics collide
by Robert van der Hooning and Ben Bradley NOTE: Robert is a friend of mine who used to teach at Northwestern, University of Chicago and University of Illinois. He’s a former high-tech CEO and President of the International Bankers School in Zurich, NYC and Chicago. This article is the result of an ongoing discussion about [...]
Sales/Marketing Measurement Model
Linking marketing and sales to buying activity requires reinvention of the sales process as well as process improvement. The traditional model of marketing handing leads off to sales is being replaced by the idea that both organizations jointly own prospect relationships and coordinate activities to nurture and migrate the prospect forward in the decision cycle. [...]
Partner branding in professional services firms
Over the past few months, we’ve spoken to dozens of managing partners in professional services firms about ways they find new business. Every person interviewed said that a vast majority of new business was generated via their “networks and trusted relationships.” Trust is a shared belief that you can depend on one another to achieve [...]
Better leads through better content
A small professional services firm had become frustrated with traditional search engine optimization techniques and asked us to implement new lead generation tactics. The firm was committed to using the web to generate leads. Yet, qualified lead flow was at an all time low – less than one lead per month per sales person. The [...]
Simple marketing advice
B2B technology marketers have their work cut out for them. With complex sales cycles, buyer fragmentation and too many “me too” competitors, there is no doubt that marketing is becoming more difficult. So who better to know technology marketing than the technology providers themselves? We asked some local technology entrepreneurs to share some quick marketing [...]
