In our work to help companies understand the value of applying process to their marketing and sales activities, we have found many reasons for resistance, including the preconception that much of what ...

Although Sales and Marketing work closely together, they don't always see eye to eye—whether in the metrics they're tracking or the approaches they use. But that isn't to say the teams should work in ...

Strategic marketing relates to the action plans used by a company when allocating its resources to implement competitive strategies, which is the way it competes to strengthen its market position. In ...

When a company partners with an agency, leaders working on marketing typically have ideas about what they think their business needs. If the business sells directly to customers or clients, for ...

Whether you are just starting out with your business or adding a new product or service to your offerings, a detailed marketing plan can guide you through all the important decisions you need to make ...

In marketing a product, success often hinges on having a clear and structured requirements-gathering process and thorough project management. Gathering business requirements ensures marketing ...

Synchronizing sales and marketing around a unified, customer-centric approach is essential for pharmaceutical companies seeking growth and competitive advantage. The pharmaceutical industry is ...

Planning requires collaboration and teamwork across business units, which likely all have their own priorities. Here are some concrete steps to reach alignment. When you think about marketing planning ...

Selling to other businesses has never been simple, but in 2026 the game has shifted significantly. Buyers self-educate before they ever speak to a sales rep. Committees of six to thirteen people weigh ...

We live in a day and age when we can basically have whatever we want the moment we want it, and this has conditioned us to crave and often expect immediacy. For example, want a burger at 10 p.m.? That ...