Alignment or Overlap? Marketing with Your Sales Shoes On [UML]
Marketing must be aligned with sales. It’s an idea that’s been branded in the minds of marketers, especially those that grew up around the dot-com era. This is because digital marketing, like email marketing and PPC, created an opportunity to... Read More
Trust is a Flywheel of B2B Marketing and a Key Point of Differentiation
No matter what vertical market you are in, there is no shortage of competition. And more is cropping up seemingly every day. Consider the following: Cybersecurity. There are 200 cybersecurity startups that received VC funding in 2017; that’s in addition to... Read More
Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report
The biggest challenge in B2B lead generation is that lead generation campaigns don’t work in isolation. Or if they do it’s not for long. An email, PPC or webinar campaign that performs amazingly on the first try, for example, is... Read More
![Revenue Attribution and Proving Value in Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/04/Revenue-Attribution-and-Proving-Value-in-Marketing-UML.jpg)
Revenue Attribution and Proving Value in Marketing [UML]
Consumer packaged goods giant Procter & Gamble Co. is reportedly aiming to shave $2 billion from its marketing budget over the next five years. According to AdAge, the cuts are part of a larger effort to reduce $10 billion from... Read More
Where and How B2B Marketing Generates Leads it Likes [Study]
Email remains a top channel for producing leads in B2B marketing, according to a survey data from a report by Chief Marketer titled Top B2B Lead Gen Trends. That’s no surprise perhaps for veteran marketers, but it’s the mix and... Read More
Over-reliance on Marketing Automation Depreciates Leads; Off Script #16: Ted Seward
What’s old is new again in sales and marketing, according to Ted Seward. The hype over trends like account based marketing is in many ways just a return to good marketing fundamentals: research, data, sales alignment and ROI. A few... Read More
Marketing Spend: What Would You Do with an Extra $5 Million? [UML]
There’s an old saying in marketing that half of the advertising budget is wasted, we just don’t know which half. Despite the maturation of digital marketing and web analytics, this remains a challenge. Some of the commentaries about commercials broadcast... Read More
Alpharetta is a High Tech Secret; Off Script #13: GSU EiR Bill Bradford
While Bill Bradford studied electrical engineering in college, he went into sales, rather than engineering for a career. He says he “interviewed for a technical sales position on a lark” (at Texas Instruments) and knew he had found the right... Read More
![3 Very Different Ideas for Aligning Sales and Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2016/08/3-Very-Different-Ideas-for-Aligning-Sales-and-Marketing-UML.jpg)
3 Very Different Ideas for Aligning Sales and Marketing [UML]
What’s the best way to organize a team for maximum business effect? It’s a leadership question on which businesses spend incredible amounts of time and resources. It involves structuring and restructuring in an effort to get it just right, though... Read More
Sales Beware the Buyer’s System; Josh Pitchford in Off Script #10
People hate to be sold to, but they love to buy. So said Josh Pitchford, vice president of Sales at Sandler Training. The key for any sales person is uncovering enough business pain to be actionable. Rather than chasing a... Read More
