Marketing Plan

Article
A Common-Sense Approach to International Growth
Ahead of commercial strategy for Asia in the Business Intelligence Division of Informa, I work with approximately 162 people across the region. Our division focuses on data gathering to ensure that the right salespeople focus on the right markets. This helps position Informa to create products that simplify the way clients...
Ahead of commercial strategy for Asia in the Business Intelligence Division of Informa, I work with approximately 162 people across the region. Our division focuses on data gathering to ensure that the right salespeople focus on the right markets. This helps position Informa to create products that simplify the way clients...
Blog
Managing Sales Requests and Changing Priorities
How do you deal with one-off feature requests from sales that are supposedly deal breakers? Have you noticed that car salespeople always sell what they have on the lot, while software sales people always seem to sell what they don’t have? After all, our salespeople and executives believe that anything is possible with software.
How do you deal with one-off feature requests from sales that are supposedly deal breakers? Have you noticed that car salespeople always sell what they have on the lot, while software sales people always seem to sell what they don’t have? After all, our salespeople and executives believe that anything is possible with software.
Article
How to Become a Marketing Scientist
Close your eyes for a moment and transport yourself back to your grade-school or middle-school class where you were first introduced to the scientific method. I’ll wait. As I remember it, Mrs. Cain taught us about making observations, hypotheses, dependent and independent variables, putting together a lab plan, observing what happened, taking...
Close your eyes for a moment and transport yourself back to your grade-school or middle-school class where you were first introduced to the scientific method. I’ll wait. As I remember it, Mrs. Cain taught us about making observations, hypotheses, dependent and independent variables, putting together a lab plan, observing what happened, taking...
Article
Where Does Product End and Brand Begin?
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
Article
Are We Doing Content Marketing Right?
A few months ago, during a content marketing panel at the Texas Marketing Summit in Houston, I came to the conclusion that our understanding of content marketing is still in its infancy, much like social media was eight years ago. We have a lot of opportunity for improvement and much to...
A few months ago, during a content marketing panel at the Texas Marketing Summit in Houston, I came to the conclusion that our understanding of content marketing is still in its infancy, much like social media was eight years ago. We have a lot of opportunity for improvement and much to...
Article
Branding: The Other Half of Your Go-To-Market Journey
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
Webinar
Is Your Growth Plan Dead On Arrival
You put a lot of energy into creating go-to-market plans that will produce growth. But too often the plan is dead before it’s even launched. And that failure can be traced back to one unasked question: Will it work? The answer requires math.
You put a lot of energy into creating go-to-market plans that will produce growth. But too often the plan is dead before it’s even launched. And that failure can be traced back to one unasked question: Will it work? The answer requires math.
Article
A Product Manager’s Worst Nightmare
Imagine that the product you’ve been working on for months or years implodes on its first day of life—product management’s worst nightmare. Unfortunately, this story happens too often in the software world. Here’s what you can do to prevent it.
Imagine that the product you’ve been working on for months or years implodes on its first day of life—product management’s worst nightmare. Unfortunately, this story happens too often in the software world. Here’s what you can do to prevent it.
Article
5 Smarketing Metrics to Embrace and 5 to Ignore
This article highlights the key “smarketing” metrics to focus on for the next 12 to 18 months. Smarketing = sales + marketing. Mike Volpe, then vice president of marketing, and I invented the term in 2007 when we worked together at HubSpot, the world’s leading inbound marketing and sales platform. It...
This article highlights the key “smarketing” metrics to focus on for the next 12 to 18 months. Smarketing = sales + marketing. Mike Volpe, then vice president of marketing, and I invented the term in 2007 when we worked together at HubSpot, the world’s leading inbound marketing and sales platform. It...
Article
6 Marketing Metrics Your CEO Wants to See
Gone are the days of the CMO who is not fluent in metrics, analytics and spreadsheets. The Internet has made marketing far more measurable (and therefore more accountable to the CEO and CFO) than ever before. Yet I frequently hear from my CMO peers that they are struggling to find the...
Gone are the days of the CMO who is not fluent in metrics, analytics and spreadsheets. The Internet has made marketing far more measurable (and therefore more accountable to the CEO and CFO) than ever before. Yet I frequently hear from my CMO peers that they are struggling to find the...