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Over the past several months, the devastating hurricanes that have swept through the Caribbean and United States have been heartbreaking in the breadth and scope of both their immediate and ongoing impact. An acquaintance of mine is in the disaster recovery industry, and during a recent conversation he shared the unique challenges for island communities...
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Last week, we explored the clinician’s role in healthcare IT sales, and provided insight into how you can win them over. In this third and final post of our three-part series, Jonathan Fullerton shares his experience crafting a compelling, thought-provoking story required to successfully sell in healthcare. Competition is fierce in healthcare. There are countless...
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Lesson 2: The Unique Impact of Clinicians on Sales Last week, we discussed the complexity of selling into hospitals and health systems, and Jonathan Fullerton shared lessons learned related to the selling process. This week, he dives into the persona of clinicians, and their unique impact on sales cycles. What kind of people gravitate to...
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During a recent layover, I struck up a conversation with a gentleman who had more than 30 years of highly successful sales and marketing experience across multiple industries. As our chat turned to my own work history, this man visibly cringed when I mentioned my 20 years working with, and selling into, hospitals and health...
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We’ve worked with dozens of B2B companies, and they all have struggled with the same question: how do I know if I’m going to hit my quarterly target for the next 4 quarters? Using revenue engineering principles, we have been able to predict revenue within 5-10% before the beginning of the quarter in every case...
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We have never arrived at a new client’s site and found their Salesforce.com configuration working for them. That’s profound. Never. A few caveats. We work with B2B technology and services companies – some big, some small. They have complex sales cycles. They typically have numerous marketing campaigns executed over multiple channels (sometimes we’ve had to...
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B2B Marketers talk a lot about “Thought Leadership.” What is fascinating to me is that many folks don’t understand what Thought Leadership actually is. Or perhaps their definition is correct, and mine is wrong. Let’s take a look at a couple of philosophies. I’ll call the first philosophy “thought saturation.” Many marketers will plan Thought...
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You know what your sales were last year. You know how much you want to grow. You multiply last year’s revenue by your desired growth rate. Voila! Next year’s sales targets are set and you communicate the target to your team. Is this you? If so, keep reading… We’ve seen many emerging B2B companies set sales...
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All You Need Is 5 Steps to Align Sales and Marketing This is the fifth and final installment of the five-part series on how to align sales and marketing. So far, we’ve covered setting goals, defining and agreeing on a process, monitoring performance and establishing sustained communication between sales and marketing. This week is the...
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All You Need Is 5 Steps to Align Sales and Marketing Last week we discussed the importance of monitoring the performance of your sales and marketing alignment once goals and processes were clearly defined. This week, step four is about communication. 4. Create a process of sustained communication among marketing and sales. This allows open...