3 Good Questions to Align Strategy, B2B Marketing, and Sales

Have you intentionally linked your sales, b2b marketing, and strategy?  If not, you’re in good company. Most companies struggle with this according to the Frank Cespedes, author, and Senior Lecturer at Harvard Business School, “selling [or marketing,] no matter how clever and creative can’t generate good financial returns unless it’s connected to strategy.” I met Frank while we both spoke at an event in Santiago, Chile. We had a … [Read More...]

Are the Words in Your Blog as Valuable as the Products and Services They Describe?

“The industry realized the words they used to describe diamonds were as valuable as the stones they pulled from the ground,” Alina Simone writes in “Do You Know What This Is?” in Mental Floss Magazine. Simone was discussing the DeBeers Company’s 1938 advertising blitz aimed at pulling the diamond market out of its Depression-era slump. “On the market, a diamond is much more than a meta-stable allotrope of carbon – it’s everlasting love,” Simone … [Read More...]

4 Reasons Why Smart Companies Are Going Remote

More young professionals are opting for remote work opportunities and freelancing -- here is how businesses can get in on the trend. … [Read More...]

Three ways to build customer empathy within your company

The role of empathy in customer experience is an increasingly popular – and important factor – in how we understand and manage our customer relationships. Listed below are a few easy ways to start building customer empathy within your company: Ethnographic research. Go out and observe the customer using your products and services. It can be very eye opening to observe this first hand, particularly if you have key leaders and … [Read More...]

How mentoring helps prepare new hires at Praxair

This post was adapted from APQC’s “Workplace Mentoring” best practices report. View an overview of the study findings or download the full report. This post was written by Lauren Trees, a research program manager at member-based nonprofit APQC, the world’s foremost authority in benchmarking, best practices, process and performance improvement, and knowledge management. If an organization wants to attract and retain in-demand talent, it needs to … [Read More...]

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