7 deadly sins: what can we learn from failed revenue strategies?

In the course of working with over 200 technology companies during the past couple of decades, I have observed a lot of failed strategies. I’ve also seen quite a few companies turn their strategies into significant drivers of revenue growth. What makes the difference? [Read more…]

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Business models become the new disruptor

B2B has become “B2Any” – and the advent of cloud and SaaS solutions has moved subscription business models with Go-to-Market to the forefront as the new levers for disrupting markets, driving valuations and significant revenue growth. Companies such as Zuora are fueling the “subscription economy”. And a new generation of companies and products has taken advantage of this inflection point – Workday, Box, ZenDesk, Citrix Online, Joyent, Yammer and of course, SalesForce – and the market is rewarding these companies with committed revenue growth and large valuation multiples. [Read more…]

How to build your buyer persona: the checklist

Recently we wrote about how often tech companies define their market in meaningless terms that fail to connect sales and marketing efforts to the real buyer at the point of revenue. Wouldn’t it be nice, we thought, if someone put together a list of questions – to steer customer interviews that will give you a clear picture of your buyer, and what matters to them. [Read more…]

Why sales doesn’t use your presentation

How to connect marketing to sales reality and drive revenue growth

Sales thinks your marketing presentations are nice, but they don’t use them.
Firebrick Consulting recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing, and what their marketing partners could do to improve the quality and effectiveness of what they produced. Not even a quarter of technology sales leaders we surveyed reported that they consistently use the materials they receive from marketing. The other 78% are creating their own sales presentations. [Read more…]