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 …

Kurt Vonnegut and the Shape of Stories

In Persuasion by David Crankshaw

Kurt Vonnegut wrote his master’s thesis on the shape of stories. He showed how the fortunes of the main character in a story change over time and adhere to a few archetypal shapes. The most common story, the one we never tire of hearing, Vonnegut calls the “man in the hole” story. In the beginning the man’s life is mildly …

Structured Sales Processes Separate High-Performing Sales Teams from the Rest

In Sales Production by David Crankshaw

What sets high-performing sales organizations apart from their lower-performing counterparts? To answer that question, Steve Martin, author and professor at the University of Southern California’s Marshall School of Business, conducted a survey of sales professionals. The results reveal “that the best sales teams regularly set more aggressive goals, employ more structured sales processes and share more optimistic opinions about their …

Alignment Between CMO and CEO Improves Investment Results

In Sales Production by David Crankshaw

Most marketers have little experience with financial metrics and analysis. Their activities traditionally centered around creating programs and developing relationships. However, as marketing and sales evolves into an integrated system that produces high-quality customers, marketing professionals are placing more emphasis on measurement and optimization of their production system. The next step in the financial evolution of marketers is to become …