Shifting Buyer Priorities: Understanding the B2B Landscape    in 2021

2020 saw the biggest shift in B2B buying, selling, and marketing in recent history. What was originally speculated to be a temporary pivot ended up being a cataclysmic shift in how revenue is generated in B2B organizations. The trends and strategies that emerged have permanently altered the future of B2B buying.

The biggest change to the B2B landscape over the last year has been the move to digital selling strategies. Digital is now the preferred contact and buying method for B2B buyers to do research, order products, and schedule service. And like many of the changes we have seen arise in 2020, the digital trend does not appear to be going anywhere any time soon. In fact, 80% of B2B buyers want to stick with digital interactions (remote interactions and digital self-serve) in 2021 and beyond.

Topics: Revenue Growth Profit Sales B2B Sales Strategy Strategic Revenue Growth B2B Technology Customer Relationship Management Business Culture Business Development Change Management

How to Make a Profitable Revenue Generation Plan

Executive leaders know there is always a push to generate more profitable revenue. However, the end of a fiscal year creates added pressure as companies strategize and plan for the coming year.

Your company’s success next year depends on the planning you are doing now.

So, what does your strategic revenue plan look like for next year? Ask yourself:

  • Where will revenue come from?
  • How will you prune your client base and modify offerings to increase profitability?
  • Can you trust your forecasts and existing sales processes, or do they need to be updated?
  • How will you encourage cross-functional efficiencies between sales and marketing?
  • Who will provide unbiased advice to leadership when big decisions must be made?

An effective revenue plan answers these questions and more.

Topics: Revenue Growth Profitability Profit Strategy Strategic Revenue Growth Revenue Generation Planning Revenue Development Action Plan

Sales vs Marketing – Who Owns Revenue?

Plenty of marketing professionals will tell you that their team is often misaligned, misunderstood, or competing against the sales team at their organization. Unsurprisingly, many sales professionals echo this same sentiment. In fact, a 2019 survey commissioned by LeanData and Sales Hacker uncovered that more than a third of those surveyed (37%) do not believe that sales and marketing are properly aligned.

Topics: Revenue Growth Strategy Strategic Revenue Growth Chief Revenue Officer Revenue Generation

Where Does Your Power for Revenue Originate?

Formulating a social media plan has many rushing to hyped up platforms to shout, pose, rant and act if they are celebrities and that others care. Or you have heard and hopefully not said: “We should use social media because our competition does.” This is difficult to accept as a foundation for a strategy and plan.

It’s better to walk alone than with a crowd going in the wrong direction.” 
-  Gandhi

Today I want to share some thoughts about the real power of social media and how it potentially relates to your company, team and revenue growth.

I suspect it will be much different from the noise marketers share. Please note that my focus is to support profitable B2B revenue growth and may not align well with your business.

Topics: Brand Management Strategy Revenue Generation Social Media

How to Develop Your Company's Purpose

The second foundational question (FQ) in the Revenue Development Action Plan is:

What is your company’s purpose? Why are you here?”

In the early stages of creating a business there is a strong focus on developing a vision, a formal mission statement and company values. However, the company purpose is something that is often more elusive.

Most new businesses are primarily focused on generating enough revenue to be sustainable. Business owners may have a strong personal sense of why they formed the business, but that purpose is not always reflected throughout the company. As businesses grow, however, they may naturally begin to develop a purpose that drives strategic decision-making. This direction must be refined into a clear purpose statement or the company will aimlessly wander.

Topics: Brand Management Strategy Business Development Brand Integrity Revenue Development Action Plan

A Full Menu of Strategies to Grow Online Brand Authority for B2B

Strategy ideas are in abundant supply. Any and all may appear attractive and anyone with an active imagination can easily see the possibilities, but “possible” should not be confused with “probable”. Entrepreneurs (and intrapreneurs) with “irrational optimism” are eager to take action on the possibilities and leap without a parachute --- to fly or land with a splat.

Topics: Strategy Strategic Revenue Growth

Simple Marketing Strategies (and the Strategy Frankenstein)

Strategy is not a top priority for startups, entrepreneurs, and freelancers.  The leaders are hunters in unfamiliar territory. To consider a strategy in the early stages seems a bit like making a plan to survive on Jupiter. Relying on theory, science and data works until it becomes apparent that it doesn’t.

What is it?

Think of a strategy is a directed plan to which you commit your time and action in a single direction. A strategy aligns how you spend your time, money, resources, and your communication. This increases your chance for success.

Topics: Strategy Strategic Revenue Growth Planning

The Benefits Experts Receive from Writing Articles (Yes, it Matters)

When it comes to corporate communications, the writing is on the wall. Companies and their top managers need to develop a top-down approach to their online business, including social media, or find themselves left in the dust. The data supports this suggestion.

Topics: Brand Management Strategy Inbound Marketing