Sell more, faster with triggers and motivations
How to understand your customer’s contexts and what drives them, and use that insight in marketing and sales.
How to understand your customer’s contexts and what drives them, and use that insight in marketing and sales.
This week: sales versus marketing, strategy in action, and the hottest role in tech
Don’t fall down the slippery slope of careless positioning. Start measuring your confidence to avoid death by a thousand cuts.
This week: talk to your customers + others in the market, ask why – and a new framework for customer discovery?
Using competitive positioning to play offense and defense in marketing and sales conversations – based on the alternative solutions our customers will consider.
This week: Fix positioning, buyer confusion taxes, and challenges that are a consequence of your decisions.
Examining consequences and implications to make better decisions – and how to prevent backlashes by bringing your teams along the journey.
This week: ABM, living your brand promise, silos kill SaaS, increase rev/decrease costs
10 years after graduating from Europe’s top-rated advertising course , I’ve reflected on the top lessons I learnt and how I apply them to my product marketing work.
This week: A great messaging example, putting lipstick on a pig, and why you probably can’t use Nike-level brand messaging yet.