I’m not sure if it’s come true or not, but a year ago Gartner was predicting that right about now the Chief Marketing Officer will officially outspend the Chief Information Officer when it comes to technology. That suggests they should hang out more. Alignment between marketing and IT and marketing and sales has been a […]
No More Marketing Job Descriptions
Does this seem familiar? We’re looking for a dynamic marketer to lead the [insert group name] team. In this role you will manage a talented group of marketing professionals to drive growth, build market share and increase awareness among target markets. Working closely with your colleagues in [insert department], [insert department] and [insert department], you […]
The Distance Between Decision-Makers and End Users is Key
One of my favourite business writers, Geoffrey James, once wrote that B2B selling is “not only different from B2C selling, it’s massively more difficult …” . Here’s the whole article. When we look at the marketing side of B2B, I’m not sure it’s any more difficult than B2C, but I suggest it is considerably more […]
B2B Marketers Need to Pay More Attention to HR Trends
I have never read a romance novel because I’m fairly sure I won’t like it, and I can see plenty of heaving bosoms at soccer any old time. Until recently, I had never read a human resources book, on the general assumption that it would have to do with team-building exercises, being nice to the […]
Marketing Recruiting is Broken Part 4: Guess Who Blew the Interview?
I am not ashamed to admit that pivot tables terrify me. I love that pivot tables exist and I am just enough of a data geek that I can pivot data until it throws up faster than a toddler with a corn dog. But only if someone builds the initial table for me. Since I […]
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