Why do brands make it so hard for business buyers to buy from them?

Buyers buy things and they buy into things That’s what every brand wants them to do and to do so in increasing numbers, spending more money, more frequently, across more products and services and for a longer period of time. Brands also want buyers to buy into them so much that they spread the word … Continue reading “Why do brands make it so hard for business buyers to buy from them?”

Brand strategy should be fundamental to your business future

(This article was originally posted on eu.cmo.com on October 3rd, 2014. We thought it was worth another share.) Businesses sit at the centre of the perfect storm of technology, globalization and empowerment. Traditional business models are under pressure as organisations respond to rapidly changing buyer behaviour, influence and engagement. Businesses are looking for a more … Continue reading “Brand strategy should be fundamental to your business future”

What does business need from CMO’s? Leadership I hope.

I sometimes wonder if marketing has become too sophisticated, too process and ROI focused. The reality is that you can introduce as many processes and metrics as you want, but unless you create sales and marketing strategies and communication that resonate with potential buyers and provoke them to act – and deliver buyer enablement, rather … Continue reading “What does business need from CMO’s? Leadership I hope.”

It’s confusing out there. Let’s make things simple.

Things can be catastrophically complex… Every day there are hundreds, if not thousands, of articles, discussion groups, blogs and tweets about what businesses need to focus on now. There are almost as many new and diverse viewpoints, buzzwords, emphases, job titles, ground breaking initiatives, self help for leaders, new management structures etc. as there are … Continue reading “It’s confusing out there. Let’s make things simple.”