Do Leads with C-Level Executives Outperform Other Leads?

In my last post, I discussed the common challenge that CMOs face with sales leaders who become obsessively focused on getting “premium leads” with C-Level executives.  See my post on “Glen Garry Leads.”  Your gut instinct might tell you that leads with more senior executives will result in a higher lead-to-opportunity conversion rate or faster deal cycles.  However, in my…

The ABCs of the Glen Garry Leads

There comes a point during every CMO’s tenure where the Head of Sales comes under pressure for missing sales targets then starts complaining about the quality of the leads being generated by marketing.  The rant usually goes something like this:  “The people we are setting appointments with are too junior.  I need to talk to someone who is a decision…

15 Examples of Non-Traditional Content Marketing Pieces

In an earlier post, I discussed the rapid commoditization of content marketing that is occurring in the software industry.  These days everyone has the infographic-style e-books, the animated explainer videos and the interactive ROI tools.  Content marketing agencies have emerged to enable even the most handicapped, old-school marketing departments to create compelling content.  If you are experiencing this same level…

The Growing Commoditization of Content Marketing Strategies

As content marketing goes mainstream, it is growing more and more challenging for marketing organizations to differentiate their downloads from the competition. Next generation agencies that specialize purely in content development are leveling the playing field in many of the software subsectors.  As a result, even the “dinosaur,” old-tech companies are putting out decent content on a regular basis.  Everyone…

Digital Marketing versus Field Marketing – Six Questions to Consider

Over the past five years, I’ve heard lots of Chief Marketing Officers, analyst firms and marketing consultants advocating for a centralized digital marketing team.  At first this sounds like a great idea.  Everything is shifting to digital marketing.  So why not build a “Center of Excellence” staffed with your most skilled marketers?  You could assemble all the experts in online…

Over 80% of Marketing Spend is Wasted

There is an old adage that is often repeated by business owners – “I know half of my advertising is working. I just don’t know which half.” CEOs have been repeating this expression for over 100 years without much disagreement. But I would disagree with one aspect of the statement – that the percentage that of most company’s marketing investments…

Outsourced Demand Generation – 10 Sticking Points to Negotiate with Your Agency

Outside demand generation firms (sometimes called appointment scheduling) can be a critical component of your marketing strategy. They bring a level of data science and technology to cold calling that is difficult to replicate in-house. But the logistics of managing these outsourced sales processes are more complicated than you might think. Below are ten sticking points that often cause friction…