Are B2B Marketing, Sales, and Service Ready to Adopt Process Excellence?

In Sales Production by David Crankshaw

Many B2B companies struggle to find, win, and keep customers. Their buyers have changed, but B2B companies have not. In his new book, Sales Process Excellence, Michael Webb explains the problem this way: Customers rely more today on cost and performance data than relationships with sales people, yet many companies cannot give customers the right information at the right time. …

Get Noticed with These SEO Fundamentals

In Persuasion by David Crankshaw

If you are a small company, you may feel frustrated in your efforts to get your articles ranked highly in the search engines. SEO experts want to help, but they write articles that tell you to complete a long checklist of tasks. Does that mean you must complete all the tasks to rank well? Are some tasks more important than …

Persuasion Is Your Path to Power

In Persuasion by David Crankshaw

What is the purpose of sales and marketing in a company? Its job is to find, win and keep customers, right? Well, that’s an incomplete answer to the question. We need to define the role of sales and marketing more broadly since successful companies don’t just accumulate a lot of customers, they also achieve a certain amount of economic power. …

How Market Makers Reduce Friction in B2B Transactions

In Sales Production by David Crankshaw

B2B transactions are more complicated than consumer transactions. More people are involved in the decisions, more education is needed to understand the risks and benefits, and more organizational changes are required to complete the implementation. These criteria make it harder for buyers and sellers to complete a transaction. They raise the costs for both parties. Sellers have to spend more …

Lesson from MarTech: Focus on the Buyer Experience First, Automate with Technology Second

In Sales Production by David Crankshaw

The number of software companies that serve the marketing department is exploding. Technology spending in marketing as a percent of total marketing spend has quickly risen from 1% to 10%. Small wonder that Scott Brinker, CTO of Ion Interactive and blogger at chiefmartec.com, has received a strong response to the MarTech conference he started last year. About 1,000 people attended …