Were you successful in getting your hands on the win-loss report from sales? Don’t feel too bad about it; that sort of information is not something sales people share freely, especially the loss part of it. This week I want to talk about the importance of the good news bit of their report. Now we […]
P-Cube Rising: Procurement is Cool Again
It’s been a while since we checked in with our friends in the Vendor Abuse department, also known as Procurement, and it seems their lot is improving at last. According to Harvard Business Review, we’re finally spending again and external suppliers are seeing four percent more of revenue than in 2011. We have also, apparently, […]
Is it Time to Fire the Outsourcerer’s Apprentice?
I suspect that someone who is standing in a hotel lobby screaming “I’m gonna lose my sh*t” into his mobile phone is probably not going to see his sh*t again anytime soon. Yet there he was lighting up the lobby of the Fairmont in Montreal so, naturally, I had to swing in for a closer […]
Why Marketers Need to Find the G-Spot
It was bound to happen. Sooner or later business marketers would need to pay attention to this often-ignored bit of the B2B buying anatomy. You’ve probably been there yourself a few times, and you almost certainly have one in your company: I’m talking, of course, about the special place in the company where things get […]
Marketing to the F-Word Part II: Feel the Burn
Last time we talked about getting your inner Gordon Ramsay engaged as you target the people who both influence and, often, decide on large B2B purchases. This group, sandwiched between the relationship-driven C-Suite and the process-focused P-Cube, is the F-Word (F is for Functional Group) and it demands a different type of marketing. To win […]
