Don’t let your buyer personas languish in a slide deck somewhere. “Mary Marketer” and “Clark COO” aren’t doing any good just sitting in the shared folder. Research by Bain & Company found 81% of executives said customer segmentation was a critical tool for growing profits, but fewer than 25% believed their companies used it effectively. …
How to validate your Ideal Customer Profile and Buyer Personas using paid social and search.
Joseph Fung is a serial entrepreneur who already had a passion for CSR and DEI when he co-founded his fifth company, Uvaro. As an organization offering tech sales training to individuals looking to break into the space, conversations around equitable hiring practices are inherent to its business model. When asked to define DEI, though, Joseph …
When you ask Matthew Scullion, CEO and co-founder of Matillion, what his company’s vision statement is today, he’ll answer that it is “to make the world’s data useful.” However, when he co-founded the company in 2011, you would not have heard such a lofty answer. Matthew and his team founded the company to create a …
We started the CEO Campfire Chat as a way to connect with leaders at the outset of COVID. There was no playbook, and we wanted to create a space to come together and support each other. Soon enough, our informal Zoom roundtables transformed into a podcast with a live audience. And as the pandemic has …
David Ehrlich is the CEO at the helm of Aktana, a provider of AI-driven support to sales professionals in the life science space. The technology helps reps deliver more value to the healthcare providers they serve while reducing typical costs associated with in-person sales teams. Digital companies have always automated go-to-market processes, but it is …
Optimizing Your Go-To-Market Strategy Using Human-Machine Teaming Read More »
Becca Apfelstadt and her team at treetree agency work with B2B giants. They partner with Fortune 500 marketing and sales teams and act as an extension of the in-house departments to achieve all the organization’s goals. But as anyone who’s ever worked in an enterprise B2B environment knows, things aren’t always sunshine and roses between …
When you run a B2B company, it goes without saying that producing significant returns is always a top concern. However, every time you deliver, you only raise the bar higher. It’s not enough to rely on add-on acquisitions and margin enhancement to fuel growth. They work but they’re not the end-all, be-all. You need a …
How Data-Enabled Digital Lead Generation Derisks B2B Organic Growth Read More »
When Greg Alexander successfully sold his consulting firm in 2017, he thought he was headed into early retirement. After some downtime, though, Greg found himself itching for a meaningful second act. And when a mentor spoke with him about the concept of the circle of competence, a lightbulb went off for Greg. The circle of …
Why Selling Professional Services Differs From Product-Based Sales Read More »
At Sterling Woods, we have a simple working definition of go-to-market strategy. A go-to-market strategy answers these four questions: Who are we targeting? What problem are we solving for them? How do we solve that problem better (faster, cheaper, more seamlessly) than anyone else? How are we getting in front of the correct targets with …
What Is a Go-To-Market Strategy, and Why Do You Need One? Read More »
Brian Roland founded Abenity nearly 15 years ago with his brother, Mark. Brian had worked sales jobs before, and while he’d been successful, he felt disconnected from his purpose. He was young and single at the time, and he was earning more than he needed. Why? So he could say he made a nice salary? …
The Role of Self-Awareness in Succession Planning Read More »
It’s a story we often hear on the CEO Campfire Chat podcast. A founder faces a problem in their life. They search for a solution in the marketplace, and it just doesn’t exist. Instead of sitting idly back, they create a product or service to address their need and bring it to market to share …
Your Founder Is Not Your Market: Finding Product-Market Fit Read More »
