A partnership framework helps you be more systematic with driving growth through partnerships. In today’s rapidly evolving business landscape, partnerships have become the cornerstone of success for many system integrators (SIs) and independent software vendors (ISVs). Whether collaborating with SIs for distribution channels or integrating with big tech platforms like AWS and MS, partnerships offer invaluable opportunities for growth and […]

In this blog, I’ll discuss what is design thinking, is it still relevant, and how to apply it in a practical way to a real growth problem. We’ll use channel partnerships as our example today. Why design thinking? Consider these statistics: Only 9.1% of sales think that leads generated by marketing are high quality 85% of all channel partnerships fail […]

Increasing competition and rapid innovation in enterprise business-technology makes channel sales strategies a must have. According to a recent research, deals close 46% faster when a partner is involved. However, channel sales strategies continue to be challenging. Having been on both sides of the enterprise tech sales equation – SI & ISVs – in this blog, I’ll highlight 3 practical […]

Sales and marketing alignment in the enterprise space – aka complex sales – is tough to achieve. Yet, if you do that, you can achieve a whopping 36% higher retention rate(3), and higher sales win rates of 38%(4) overall. That’s fascinating. Although this study was not entirely focused on complex B2B sales, these are still meaningful numbers. As any practitioner […]

When we think about revenue attribution, one of the most common topics that we think about is “How much revenue did marketing influence?” or “Where did our leads come from?”. That makes sense when business leaders intuitively already have a sense of what is moving their pipeline. It’s also useful when brand awareness and lead generation need primary focus. It […]

What are connected customer experiences? These are customer journeys that run across company boundaries, and are not limited to the traditional way of creating interactions with our own company’s channels. The focus needs to be on customers’ broader aspirations – what “they” want, and what they are NOT getting. So these experiences are developed with an outside-in approach. Here are 5 simple but amazing examples […]

Implementing AI seems to be simple at first glance: Get a dataset, run a regression or neural network on it, and voila, you have insights Send your prompts to a generative AI API like AWS or Open AI, and receive excellent content (or code) back However, beyond the innovation lab, adopting enterprise AI is complex to say the least. In […]

Creating a customer journey map helps you understand and analyze the experiences and interactions a customer has with your product or service over time. We should capture a journey from the customer’s perspective – highlighting key touchpoints, emotions, and pain points. That’s because our end goal is to provide the appropriate Wow! moments and mitigate any negative experiences. Often these […]

A buyer journey is how your buyers will move towards a purchase – have a problem, evaluate solutions, make a decision. It’s not just for marketing, but also applicable to sales – new client acquisition as well as account growth (or account farming). A buyer’s journey is different from your B2B sales pipeline which is an internal process for sales […]