Chris Ryan: Revenue Growth Strategies

Should Your Company Brand be Distinctive or Descriptive? 6 Lessons Learned

Everyone has an opinion when it comes to branding. Over the course of my career, first as a client-side marketing executive, then as a revenue-growth consultant to B2B companies, I’ve had the opportunity to participate in dozens of major branding projects (e.g. what to...

How to Use Pricing as a Competitive Advantage: 5 Strategies

Properly pricing products and services is always something of a challenge because it seems that everyone has a different view on the matter. Also, good pricing is both an art and a science which means that different personalities approach the topic entirely differently. Executive...

Are You Wasting Time and Money on Content Marketing?

As an avid practitioner of content marketing, both for our clients and my own company, I’ve heard (and expressed) a lot of opinions and comments about content marketing, ranging from: “It doesn’t work, so why the heck are we doing it?” “I think it might…

Six Ways to Make Your Company More Valuable in 2019

Welcome to a new year full of potential and promise. Before we get too deep into the year, why not take one or more actions that can propel your company to new heights? It’s not just about marketing and selling better, or about creating...

The Right Diagnosis is Crucial for Marketing and CX Improvement

A B2B software client was facing declining quarter-over-quarter sales. Their answer was to hire two additional sales reps. Unfortunately, the new reps were expensive and did not get the revenue back on track. After an analysis of the competitive landscape, we diagnosed the issue as...

7 Ways Marketing Can Boost Your CX Performance

Everybody is talking about customer experience (CX), but like many other hot industry terms, it can mean different things to different people. I like the Wikipedia definition: “Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This...

How Mapping the Buyer’s Journey Can Lead to More Revenue

The process of capturing the methods by which prospects make a purchase decision is called buyer journey mapping. The goal of buyer journey mapping is to align the way you sell with the way prospects and customers prefer to buy. You have no doubt...

Creating a Profitable Revenue Model: Go-To-Market Strategy, Pricing, and Presentation

Selecting and implementing the most effective revenue model can be the one activity that most rapidly accelerates your revenue growth. People often confuse the revenue model with the business model, but the revenue model is actually a subset of the business model, which also...

Strategic Branding: Pillar One for Unstoppable B2B Revenue Growth

Welcome to the first of my six articles on revenue growth – each covering a different pillar necessary for success. The strategies and tactics I will share come from a great deal of client experience as well as what we have done to grow...

Using Your Business Network to Expand Your Circle of Marketing Influence

Business networking is a pain in the rear — it takes time, it can be awkward and the rules of engagement are confusing. And yes, some people think it doesn’t work. But as sure as I am about anything in the world of marketing...

How to Use Content Marketing to Keep Your Sales Pipeline Flowing

Before starting Fusion Marketing Partners in 2009, I talked to a number of B2B consultants that I respected to get their feedback on my proposed services model. Several told me about a cycle where they would work extraordinary hours for a period (weeks or...

Focus on What Matters: Get Your Marketing House in Order

I am fascinated by the strategies/methodologies used by business turnaround specialists — especially since a number of these can be used to increase the effectiveness and performance of your marketing department, as well as ...

My Love/Hate Relationship With Sales and Marketing Technology: 6 Lessons Learned

First off, a confession: I have had a love-hate relationship with sales and marketing technology for several decades. I started my marketing career working for Group 1 Software, which included features like duplicate ...

13 Critical B2B Marketing Metrics – Measuring Key Revenue Drivers

“In God we trust. All others must bring data.” – W. Edwards Deming I spend lots of time talking...

How Marketing and Sales Can Achieve the Alignment Imperative

Misalignment between sales and marketing can cause companies to miss their revenue targets even if both the marketing and sales departments are good at their individual functions. A revenue-killing gap can occur if your ...

6 Keys to Transform Your Marketing Content from Subpar to Superior

Working our way down the list of essential Lead-to-Revenue (L2R) components, I have covered sales models, branding, offers and processes. You can review any of these articles here. But of all the components, content marketing...

Creating Strong B2B Offers to Gain Attention, Drive Response: 6 Key Criteria

B2B marketing is challenging, and even more so when you are in a crowded market space filled with tough competitors. There are certainly ways to stand out from the crowd, such as having a...

Boost Sales Performance with Efficient Lead-to-Revenue Processes

My last two columns covered the first two Lead-to-Revenue components – a strong and compelling brand and an effective marketing and sales model. These two elements set the table to allow you to turn...

How the Choice of Sales Model Can Make or Break Your Company

Last month, my column discussed the importance of creating a powerful brand promise, the first component of a productive lead-to-revenue (L2R) strategy. Component two is the choice of the most effective sales and ...

Six Steps to Ensure Your Brand Strategy Supports Your Lead-to-Revenue Framework

My last article talked about the eight components of a successful Lead-to-Revenue (L2R) framework with brand strategy as the first step in the process. The above graphic is a simplified illustration...

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