Summary In today's episode, I explain how marketing can report on sales and use analytics to drive better sales performance. Here's what this means for you. You'll gain a framework for thinking about the relationship between marketing and sales functions and how data can bridge them effectively. You'll also learn these concepts: building a full…
Summary In today's episode, I break down the most common objections you face when selling data science and analytics services to companies, and why those objections usually have nothing to do with price. Here's what this means for you. You discover that most buyer pushback signals a failure to communicate value and results rather than…
Summary In today's episode, I explain why selling analytics is so hard and reveal the one shift that makes the sale work. Here's what this means for you. When you stop selling the analytical process and start selling the outcome your customer actually wants, your pitches land and your deals close. You'll also learn these…
Summary In today's episode, I walk through how to develop a winning strategy for targeting larger clients by understanding their purchasing process. Here's what this means for you. You'll discover that mapping your tactics to how buyers actually make decisions beats any one-size-fits-all approach. You'll also learn these concepts: how informal and formal procurement systems…
Summary In today's episode, I break down how to present analytics to marketing managers and creative teams by framing your data around what drives their paychecks and bonuses. Here's what this means for you. You transform analytics presentations from ignored reports into compelling sales pitches by tying every insight directly to someone's personal incentives and…
Summary In today's episode, I walk through last-minute sales tips for the end of the year alongside two colleagues who break down what ethical, trust-based selling actually looks like during the holiday rush. Here's what this means for you. You gain a practical framework for evaluating seasonal sales tactics so you can hit your numbers…
Welcome to 2020 Rewind! In this series, we’re taking a look at the year that was and the wonderful shows and podcasts that had me on as a guest this past year. A fair amount of the time, I’d rather read than listen, but podcasts, live streams, webinars, and videos were how we made media…
Jon asks, “Any thoughts on how to quantify online social media interactions at a conference versus those that happen in hallways and bars?” I’m not sure you could without either highly intrusive surveillance or robust individual tracking. Self-reporting would probably be the only reasonable way to gather and analyze this data that wouldn’t be unethical…
Stephanie asks, “The pandemic has led to the cancellation of many conferences. If in-person events are a cornerstone touchpoint for a brand, how should marketers pivot? What can they do now to drive pipeline activity?” It depends on how you got your pipeline from shows. Was it as a sponsor and you got the list?…
