Paul Ferron
Principal Analyst
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
Three Ways To Protect Your Customer Base From Competitors
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
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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