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 …
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 »
In our digital world, verifying that someone is who they say they are can be challenging. Kaarel Kotkas, CEO and founder of Veriff, noticed that even big brands with huge budgets struggle to verify customers’ identities—if it was that difficult for them to get it right, what hope did smaller organizations have? This is the …
Kermit Randa has served as an executive at a number of B2B software organizations. In every business he steps up to lead, he finds that data holds the key to unlocking revenue growth. Still, many organizations struggle to get their arms around their data. First, there are the organizations that embrace the terminology but don’t …
Making Complex Data Actionable With Segmentation Read More »
Devising strategy and direction for your organization should never be a one-time event. Any number of factors can affect what your business does, how you do it, who you sell to, and where you fit within the context of your industry and the world at large. That’s why a segmentation exercise must be a regular …
Customer Segments Change: You Need a Segmentation Maintenance Plan Read More »
When someone asks who your typical customer is, how do you answer? Chances are, you think about the largest segment of your audience. If that sounds correct, stop right there. Many companies mistake their average customer for their best customer. After all, if you’re selling mostly to one group, aren’t they the folks with the …
Averages Lie: Going Beyond Basic Statistics To Find Your Best Customers Read More »
We recently explained the importance of crafting rich buyer personas based on data rather than anecdotal evidence. Very few organizations serve only one type of customer. Your buyer personas, therefore, represent a number of customer types you interact with regularly. The creation of detailed buyer personas can feel like an academic exercise. It’s about sorting …
Connect the Dots Between Buyer Personas and Revenue: Identify Your High-Value Segment Read More »
All professional services firms face the same challenges when trying to scale. The product they sell isn’t an item—it’s their team’s time and expertise. When you have a specific number of employees, each with a finite number of hours in the day, how do you grow your business without demanding more time and energy from …
Scale Your Professional Services Firm Without Working Overtime Read More »
Does this sound familiar? The leadership team calls a meeting to discuss buyer personas. Everyone sits around the boardroom table, tossing out ideas about what the people who buy your products or services are like. It’s not pulled out of thin air. Your head of sales reminds you about the big client you won in …
How does one leader manage the complexity that comes along with running a multinational organization with thousands of team members that goes to market under more than two dozen brand names? That’s the question Sharon Love, President and CEO of Community Brands, answers every day in her work. Community Brands is a consortium of 33 …
Growing Through Complexity with Commonsense Strategies Read More »
David Kinsley didn’t anticipate taking over the family business. In his teenage years, he dreamed about becoming a Wall Street power broker, vacationing in St. Barths, and living a life filled with the finer things. But when a chronic illness upended his first two years of college, his life changed course. He finally found relief …
