CMOs have long fought hard to earn the power and respect they deserve. Today's CMOs face greater challenges than ever to demonstrate that their actions have a real impact on revenue, cash flow, and the bottom line.
I am working on two consulting possibilities at the moment. #1 is right in my sweet spot, basically leveraging the work I've done the past fifteen years. #2 is more of a stretch, and would ask me to work in a few areas where I have peripheral knowledge or no experience at all.
$300 billion dollars a year. That’s what the 3,000 largest B2B companies in the world spend annually on lead generation, resulting in billions of leads. Yet despite this massive expense, I have yet to find a sales executive who is happy with the number and quality of marketing generated leads.
Businesses are often portrayed as rapacious partners, seeking to squeeze every penny out of their deals. Indeed, some are… the result is often a relationship between defined by a fat contract that seeks to protect both parties against bad behavior by the other.
A recent survey of
business reporters shows that over 80 percent say they use, or would
use, blogs as a primary or secondary source of information for news
stories. This is a pretty serious wakeup call for anyone doing B2B PR.
If you don't already have a social media program in place, it's time to
get started. But while the mechanics of launching a blog are
straightforward, there are a number of questions to ask and strategic