As our recent A Stakeholder Through the Heart piece explains, we’ve been kind of obsessing about stakeholder management lately. It’s pretty simple: when everyone’s aligned around the same goals and same definition of what good looks like, there’s nothing you can’t do. And when your extended team is misaligned, there’s almost nothing you can do. […]
Marketing is a delusional profession. We’re so used to pushing our Kool-Aid™ at people that we’ve lost our ability to see our own Kool-Aid™. (It’s the same reason that fish have no word for ‘water’). But delusions—and their weaker cousins illusions—can totally warp our marketing. They allow us to form a picture of our prospects
If I’m ever asked about my ‘favourite marketing metrics’ (it happens when you live the B2B thug life), I usually start with a stock phrase, “Well, revenue is the mother of all metrics, but short of that, I like…” But, even as I say it, I know in my heart that it’s wrong. (Then why
Why Revenue is the wrong metric for B2B marketing Read More »
