Change Management in B2B Marketing – Lessons from a 3 Year Old
My three year old is a master at getting out of things. I tell her to go brush her teeth and she’ll wander in the general direction of the bathroom. I’m hopeful, but five minutes later when I go to...
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4 Steps for Effectively Managing Change
Recently, I’ve been working with a client who is 18 months into their Revenue Marketing Journey™. The road has been a long one, with its fair share of challenges and barriers, but they have made...
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5 Hurdles to Revenue Marketing™ Transformation
The current shift to customer-centric marketing and the transformation to a Revenue Marketing™ organization will take the average mid-sized to large corporation about two years. There are hurdles to...
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The B2B CMO as a Change Agent for Revenue
Moving a marketing organization from being a cost center to a revenue center (Revenue Marketing™) is a daunting task that requires strong leadership and leadership that knows how to drive change. This...
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The Old Fashioned B2B CMO’s New Dictionary
Today’s CMO is creating a new marketing language around Revenue Marketing™. Let’s play a word association game to see just how much you know. I’ll give you a word and you tell me what you think it...
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The New Role of MTO – Marketing Technology Officer
As an executive, a key responsibility is the org structure of your marketing team and ensuring you have the right skills in the right place at the right time. Yet, as Revenue Marketing™ is a new...
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What Should Your Marketing Org Chart Look Like in 2015?
There’s a great scene from the Cameron Diaz, Tom Cruise movie ”Knight and Day” in which Tom turns to Cameron and asks, “Are you with me, or without me?”…. either you’re all in this deal or you’re all...
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Behavior Modification for Marketers
“Insanity: Doing the same thing over and over again and expecting different results.” - Albert Einstein I see it everyday and especially during budget season. Marketing talks the game of connecting...
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Why I Hate The Word “Smarketing”
I know it’s cute, and it’s another word mash up, but I really, really hate the term smarketing. I know it’s meant to show that sales and marketing are really one, that it’s one team, and that we’re...
View ArticleHe Said, She Said: On working collaboratively
A short time ago, my fellow Revenue Engineer, Majda Anwar, and I started to work with one of our Solution Engineers, Brian Johnson, on a unique project for a client. Brian brings us the magic of...
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