One of the biggest challenges in B2B SaaS product marketing is creating messaging for different decision-makers that resonates. Yes, each buyer persona definitely requires specific messaging. Effective product marketing hinges on understanding your target market, defining an Ideal Customer Profile (ICP), and crafting tailored…
The Sales and Marketing disconnect is discussed ad nauseam. It is a fact that just seems to be accepted. Marketers are a certain way, and salespeople are a different way. Such is life. I think that is a bit fatalistic. The very scenario depicted…
The tenure of a Chief Marketing Officer (CMO) in B2B companies is alarmingly brief, with many exiting through the CMO revolving door quickly. Unreasonable expectations and a lack of alignment between Marketing and Sales drive this phenomenon. Consequently, these factors make it difficult for…
A brand refresh is the last resort that Marketing uses in the ongoing battle with Sales. There is a scripted dance that happens. Sales will demand that Marketing do something to improve lead generation. Sales demands that “we need more leads!”. Marketing responds that Sales should do a better…
