Articles
I write articles about marketing, go to market strategy, and sales execution.
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Like marketing, sales is full of terms that are often used loosely, inconsistently, or with different meanings across teams. This creates misunderstanding, but also friction, weak qualification, and unreliable decision‑making. I previously published a separate B2B marketing glossary that sets out the definitions I use with marketing teams. This glossary focuses on B2B sales terminology…
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Marketing is full of buzzwords and acronyms, usually not very well-defined. ‘Go-to-market’ (GTM) is certainly one of those terms – it seemed to creep into the vernacular a few years ago, and many companies now use it, but few define it clearly. Ask five sales and marketing professionals what GTM means, and you’ll get five…
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“So, tell me about your marketing strategy?” Never has there been a more revealing question for a marketer – or a senior commercial leader, for that matter. It’s a question I now love to ask. It gives you a fast sense of where an organisation really is on its go‑to‑market journey. It helps assess the…
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Marketing is full of terms that sound familiar, but which lack agreed definitions. The great JP Castlin wrote about this a few years ago (well worth a read just for the Milton Jones reference): unlike in disciplines like law, where every word is codified and tested, or accountancy, with its Agreed Accounting Principles, marketing language…
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Part One of this article explored common frustrations marketing and sales teams have with each other and how those tensions show up day-to-day. In Part Two, we move beyond the symptoms and into the underlying causes: the structural, operational and cultural factors that create misalignment between marketing and sales within B2B organisations, and outline the…
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Of all the challenges I’ve seen across my career in B2B marketing, by far the most common – and the least helpful – is misalignment between marketing and sales teams. Both teams should be working towards the same overall goal, yet they often fall out of sync. Gaps appear. Sometimes the gaps can be small…