8 pieces in this editorial line.
ABM without sales turns into targeted media for a list the sales team has never seen. In account-based selling, marketing, sales and CS work the same target accounts with the same plan, and leadership measures coverage, engagement and pipeline per account.
17 min readRead more
The fight between "the leads are bad" and "sales doesn't work the leads" comes from missing written definitions. An SLA between marketing, sales and customer success sets what each team hands to the next, by when, and how the CRM measures it.
16 min readRead more
Active licenses and estimated hours saved never show up in the company's results. AI pays off when its use is tied to a process with a baseline, the full cost on the books and reviews at 30, 60 and 90 days.
17 min readRead more
A forecast that adds up each rep's opinion misses in the same direction every month. Forecasting methods and when to use each, the base the CRM needs, the weekly ritual, the monthly close and how to measure accuracy by rep.
16 min readRead more
B2B post-sales produces predictable revenue when the account portfolio lives in the CRM, with a complete handoff, success criteria agreed at onboarding, renewal rituals held well in advance and clear expansion rules between CS and sales.
16 min readRead more
A useful ICP comes from the CRM: the companies that buy faster, pay more, ask for smaller discounts, churn less and expand. Here is the process to build the profile, write fit and exclusion criteria and get marketing, sales and CS deciding with it.
15 min readRead more
The company that starts with licenses spends and does not measure. The path I use with executive teams goes through revenue processes with measured pain, minimum data, written context, approval rules, a trained team and before-and-after measurement, in a 90-day plan.
16 min readRead more
Salespeople do what the variable pay rewards, and the commission plan teaches the team more than any training deck. The components of the plan, the most common mistakes, how to tie the rule to the CRM and how to explain the plan so the team understands what is being paid.
17 min readRead moreWhat is here is the same reasoning I apply in keynotes, in-company training and consulting projects.