Robert Lesser
Robert Lesser
I am the founder and President of Direct Impact Marketing, a provider of a sales productivity solution and consulting services to technology organizations. Prior to stepping out as an entrepreneur, I held a number of marketing positions at Dell, IBM, Reckitt Benckiser and Loblaw Companies.
Are Millennials wired but not to sell?
I was speaking with a salesperson in his 60s who regularly outsells many of his younger peers. He complained to me that...
Right Message, Wrong Target – A Field Guide
I would like to introduce a scenario that many B2B organizations face. In a never ending pursuit of new business, a marketing team has launched...
Marketers are smarter
It seems to me that B2B marketers are much smarter than 10 years ago. B2B marketers are much better at what they do – showing...
Marketing Velocity & Full-Stack Marketing
Would you rather be called a generalist or a jack-of-all-trades? Or would it be preferable to be called a Full-Stack Marketer? A recent post in...
Don’t Think Outside a New Box
Given the dynamic nature of business, you are probably facing a dizzying array of business challenges every day. Have you faced a new business problem...
Channel Partners don’t want to generate leads
Generating new business is the keystone for tech companies. Most large tech organizations sell primarily or completely through channel partners. ...
Colloborative Selling in the Channel
The imperative for technology companies is to grow fast. Many technology vendors leverage the channel to power their growth and use one model or a...
Segmentation for the Nation
In earlier post entitled the Top Five Reasons to use Segmentation, I wrote about the importance of segmentation in B2B marketing. Segmentation requires an in-depth...
Top 5 Reasons to use Segmentation
There are now more reasons than ever to invest in segmentation. Through segmentation a marketer identifies groups of customers that are ranked by their sales...
Lead Generation: Digital Strategies to Create New Sales Opportunities
Lead generation is simply the creation of sales opportunities. Although lead generation is most often associated with acquiring net new customers, it can include...
Messaging Maximus for Lead Generation
Does your messaging speak to the lowest common denominator? I am speaking of the email blast or direct mail piece that is one-size fits all.Or...
The Sales Lead & the Language Police
At its simplest level, language allows one person to understand another in the course of basic communication. On a broader scale, language defines who we...
The Risky Business of Exclusive Reselling
Last month, Eloqua terminated its reselling relationship with The Pedowitz Group, a marketing automation reseller. Rob Brewster, SVP Business Development at Eloqua explained in a blog post that...
Selling to the Digital B2B Buyer
The digital world is bringing great change to how buyers wish to interact with B2B sales teams. Buyers who are at ease in researching, communicating,...
Savvy Buying of B2B Data
An Interview with Ruth P. Stevens and Bernice Grossman I am pleased to welcome Ruth P. Stevens and Bernice Grossman, two well recognized B2B direct...
Destructive B2B Sales Practices
New research from McKinsey & Company identifies destructive sales practices and prioritizes what customers want from B2B sales organizations. The research is focused on end...