Paul Ferron
Principal Analyst, Portfolio Marketing
Author Insights
Blog
Four Steps To Overcome The Audience-centric Transformation Paradox
Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.
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Blog
Four Key Considerations for Portfolio Marketers After Brexit
- Many companies have founded their go-to-market strategies on a single European market
- Uncertainty continues to exist today about how and when the U.K. will leave the European market
- This uncertainty creates an opportunity for portfolio marketing leaders to prepare for a post-Brexit go-to-market strategy
Blog
Three Learnings From Leading Sales Knowledge Transfer Programs
- Consider your sales audiences and their circumstances when setting up sales knowledge transfer programs to be successful
- Leverage the SiriusDecisions Sales Persona Framework to capture the needs of various sales audiences
- Work with sales enablement and the Activity-Based Learning Framework to deliver just-in-time learning to the sales force
Blog
Ready, Set, Launch: How Portfolio Marketers Can Avoid Failed Launches By Aligning With Sales
- Misalignment between portfolio marketers and sales teams leads to unused collateral and failed launches
- Portfolio marketers are responsible for adoption of their messaging and sales knowledge transfer is a primary mechanism to do so
- Sales knowledge transfer should not be a one-way street; use the tribal knowledge within sales to create alignment
Blog
The Hunter and the Pointer Dog: Why Portfolio Marketing Must Understand Sales Personas
- Sales personas are as diverse as buyer personas – therefore, portfolio marketers must have a deep understanding of their needs
- Many B2B organizations have global account managers, solution specialists and sales engineers
- Treating these three sales roles similarly would not produce the right results for sales or portfolio marketing