How can your marketing group be more effective? Start by mastering the art of event management.

For direct marketing to be effective, you must define your marketing strategy in advance.

Do your marketing campaigns incite prospective buyers with a clear call to action?

Harvard Business Review recently asked me, What are companies doing to optimize their sales and marketing practices?

Five capabilities will make or break your lead management program. Learn what they are, and how to master them.

What is the state of your field sales program today, and what’s the next CRM capability you need to help your sales team achieve or exceed its annual targets?

Marketing departments segment their customers all of the time, based on numerous factors: high propensity to buy, low propensity to buy, infrequent customer, repeat customer, key opinion leader. So when it comes to partner relationship management (PRM), why don’t more companies apply the same advanced segmentation techniques to slice and dice their partners? In fact, [...]

Want to create a successful partner relationship management (PRM) program? Then don’t treat think of your channel partners as salespeople. Instead, treat your partners like customers: sell your leads to them, always understanding and playing to their business requirements.

When it comes to marketing campaigns, testing your campaign and segmentation theories—before unleashing them on customers—is a virtue, at least if you want efficient campaigns that result in sales, as well as satisfied customers. Of course, testing any theory before you need it is a virtue. And perhaps we take this capability for granted, because [...]

Do you need a “data visualization” tool to better segment customers and design more effective marketing campaigns?