Why CMOs fail to measure this critical metric: Net New Prospect Meetings (NNPM)

As I work with CMOs, I always ask the following question, "What do you want to achieve and how will you measure progress" The responses often have some element of revenue generation or new prospect acquisition. However metrics are all over the place, some are loosely attributable to marketing objectives, …

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CMOs Need to Redefine MQLs in 2020: Moving from "Passive MQLs" to "Active MQLs"

I spoke several CMOs in 2019 who struggled to define Marketing's contribution to revenue by demonstrating how many MQLs were generated. At the same time, when I speak to sales leaders, they show limited interest in the concept of MQLs and do not a see a direct & causal relation …

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Why U.S. B2B companies hired 74,000 BDRs when corporate buyers have little to no interest in engaging with them?

Why U.S. B2B companies hired 74,000 BDRs when corporate buyers have little to no interest in engaging with them?

If you search LinkedIn alone for BDRs (Business Development Representatives) you get 74,000 profile results. In fact, there are more of them with other titles such as Inside Sales & SDRs (Sales Development Representatives) By some estimates, there are well over 100,000 in the U.S. alone. Companies cannot hire BDRs …

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Go-To-Market Expert, Michael Phelan on Architecting GTM Strategies (interview)

Although you often hear about go-to-market (GTM) strategies associated with manufacturers and product-focused companies, GTM plans can also be linked to professional services. For instance, back in 1971, Southwest Airlines used a massive GTM strategy to reposition itself as the low-fare airline. The strategy worked because Southwest simplified its product …

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