The Craft, Consultant at The Craft Consulting

Aligning Sales & Marketing – why is it a continual problem?

The CraftJuly 2, 2019July 2, 2019Account Based Strategy, Strategic DifferentiationMarketing Alignment, Sales Alignment, Sales Enablement

There’s always been a gap between sales and marketing, you just have to accept they’re different disciplines, skill-sets and power-bases in an organisation. But sales close deals at the end of the day and this is valued way above marketing when it really comes to it. One way to look at it is to change … Continue reading “Aligning Sales & Marketing – why is it a continual problem?”

Taking ABM to scalable – how to engineer your success?

The CraftJuly 2, 2019July 2, 2019Account Based StrategyABM, Account Based Marketing, Scalable ABM

From small ABM campaigns to large-scale programmes only a very few achieve the success they aim for when they attempt to scale ABM – why is this – what do you do about it? We have a view from 10+ years of ABM design, delivery and implementation. Specially we’re brought in when traditional ABM programmes … Continue reading “Taking ABM to scalable – how to engineer your success?”

Be the best marketing department. Cut out the ineffective.

The CraftMay 13, 2019May 13, 2019Strategic Differentiationmarketing, Marketing Department, Marketing Efficiency

On average marketing can reduce its spend by 35% and either become a hero function by doing more with less or using what it has to generate higher results. The key is cutting the wasted budget. Nearly every single marketing department can reduce wasted time and spend within the next 3 months if it really … Continue reading “Be the best marketing department. Cut out the ineffective.”

What are the stats telling us about the current state of ABM?

The CraftMay 8, 2019May 8, 2019Account Based StrategyABM, Account Based Marketing

After reading the last ABM census where 300 B2B experts were interviewed, and the results were released as part of the 2nd annual B2B marketing ABM Conference and subsequent social media discussions – we drew 3 things telling us something about where ABM might be currently: 86% of marketers are struggling to secure data to … Continue reading “What are the stats telling us about the current state of ABM?”

APIs & Partnership Ecosystem. Another challenge for banks.

The CraftApril 13, 2018April 13, 2018Account Based Strategy, Strategic DifferentiationABM, API, banking, financial services, Partnership Ecosystem, partnership strategy, PSD2

As Open Banking takes a greater hold of the Financial Services marketplace, large financial institutions are having to increasingly adopt new technology and innovate. APIs (Application Programming Interface) allow banks to connect with other digitally enabled organisations. Large financial institutions are now improving the services and products they can deliver by using APIs to grow … Continue reading “APIs & Partnership Ecosystem. Another challenge for banks.”

The big PSD2 challenge for global banking institutions

The CraftApril 6, 2018April 6, 2018Account Based Strategy, Strategic DifferentiationABM, banking, financial services, PSD2

Most large financial institutions are having to compete with new challengers in the banking world but increasingly regulation is forcing the financial services marketplace to open up. The latest EU legislation is PSD2 (Second Payment Services Directive), which forces banks to open up their vast data siloes to third parties. The fear for many of … Continue reading “The big PSD2 challenge for global banking institutions”

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Author: The Craft