Articles
I write articles about marketing, go to market strategy, and sales execution.
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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…