Put Your Buyer Personas to the Test
How to validate your Ideal Customer Profile and Buyer Personas using paid social and search.
Business Strategy
Making the Business Case for CSR and DEI
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 …
Moving from Features and Function To Vision
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 …
Optimizing Your Go-To-Market Strategy Using Human-Machine Teaming
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 …
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Breaking Down Walls Between Sales and Marketing
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 …
How Data-Enabled Digital Lead Generation Derisks B2B Organic Growth
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 …
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Why Selling Professional Services Differs From Product-Based Sales
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 …
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What Is a Go-To-Market Strategy, and Why Do You Need One?
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 …
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Making Complex Data Actionable With Segmentation
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 …
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Develop a Repeatable Process to Grow Your Brand
Consumer packaged goods (CPG) companies are difficult to launch. There are significant upfront costs associated with manufacturing and storing the product. Most CPG verticals are already crowded with countless brands. And with third-party marketplaces like Amazon capturing most online traffic, it’s a challenge to gather first-party data and win loyal customers. With all those hurdles …
The Pros and Cons of Intrapreneurship
Terry Jones has had a storied career. The founder of two billion-dollar companies, he’s now a successful speaker, author, and venture capitalist. When asked about what he’s most proud of, though, he doesn’t skip a beat: Travelocity. Terry founded Travelocity in a unique way—it was birthed under the roof of American Airlines, within its Sabre …
Building a New Brand to Take on the Industry Titans
David Friend is a serial entrepreneur. After a brief stint in corporate America following college, David realized that the traditional, prescripted path was not for him. He had the entrepreneurial spirit—wanting to strike out on his own, seeking the ups and downs that come with building something from scratch. He’s now successfully built six companies …
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