Passing the Baton

Passing The Storytelling Baton

When it comes to Marketing and Sales (and Service, Support, etc) working together to drive the most effective commercial conversations, there is plenty written about storytelling. We’re all storytellers and we need to make sure that our story creates compelling contrast between the prospect’s current situation and their new situation when using our solution. But,…

talent

The Evolution of Personas

I’ve taken a short blogging hiatus to work on some career opportunities (stay tuned for more on that), however, a recent article by Corporate Visions caught my eye in which they’ve proposed that “Personas Can Lead Your Messaging Astray.” Being a big fan of personas and being well aligned with CVI’s approach to messaging, this…

Ouch…Marketing Thrown Under The Bus

Of course, I’m not the only person in the world thinking about (and worrying about) marketing and sales alignment. In a white paper by Silverpop called Why Sales Throws Marketing Under the Bus (and how to avoid fatalities), this provider of email and marketing automation solutions opens with this painfully realistic position: Sales asks: How…

Building story-based lead generation content

I’m continuing my series on the critical role Marketing has in developing content that doesn’t sabotage the sales process by handing over leads that are ready for a competitive “bake-off.” Here, I want to explore some practical ways that the Marketing department can build content that opens a conversation with prospects that purposefully leads to…