Christopher Ryan

Integrative Medicine: So Why not Integrative Marketing and Sales?

I am a big fan of the integrative medicine movement. As Duke Integrative Medicine describes it: Integrative medicine is an approach to care that puts the patient at the center and addresses the full range of physical, emotional, mental, social, sp...

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...

B2B Marketing and Sales Lessons Learned in the Trenches

One of the advantages of a long career in any discipline is the ability to look back and see lessons learned over many companies, initiatives and projects. This is why you want to hear your surgeon say that this is their 400th similar procedure, and no...

Are You a Demand Creator or Demand Fulfiller?

Is the primary purpose of your company and its products and/or services to create demand or fulfill demand? Perhaps you have never been asked this question. Perhaps your answer is: “I’m not sure.” In either case, let’s fix this, shall we? To be success...

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...

Are You Ready for the New Year: Critical Marketing and Sales Planning Questions

As a marketing/sales leader or company executive, you probably don’t have the luxury of divorcing your mind from business during the holiday period. You know that 2019 will be here in a flash and you need to take steps to ensure that you enter the new ...

B2B Product Differentiation Strategies – The Value Hierarchy

Cure Underperformance and Build Value by Traversing the Business Value Hierarchy Why Review Your Value Hierarchy? It is time to analyze your position in the Value Hierarchy when you have: Customer pressure to discount pricing Lower sales-close rates H...

Agile Marketing: Five Tips To Do It Right

Agile marketing makes marketing departments more effective by using agile software principles that allow marketers to move faster in response to customer-centric needs. Agile marketers work in sprints — focused, one- to two-week projects — under a scru...

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...

Do You Need a New B2B Pricing or Packaging Model?

If you are facing stagnant or declining sales on one or more products and services, it may be because the way you are either packaging or pricing (or both) is not resonating with your prospects and customers. No matter how well you think you are doing,...

Overcoming Barriers to Marketing and Sales Alignment

I was delighted to spend about 30 minutes doing a video interview with John Golden from Sales POP! Online and Pipeliner CRM. We had a great conversation about marketing and sales alignment and some of the things I’ve learned about how to improve this f...

How to Get Lucky in Marketing and Sales

Big league pitcher Lefty Gomez is more famous for saying, “I’d rather be lucky than good”, than for the quality of his pitching. Unfortunately, many marketing and sales professionals have this same attitude. More than once, I have succumbed to the wish...

How To Take On (And Beat) Large Competitors

As a marketing and revenue growth consultant, I often work with companies that are not the industry leader in revenue, market presence or other factors. For many, going up against competitors that have large customer bases and huge marketing and R&...

The Importance of Efficient Processes in Revenue Growth

You can read lots of articles and white papers about the various technology options – CRM, marketing automation, sales enablement etc., but in my experience, unless you get the processes right, even the best people and technology will just help yo...

Driving Revenue through Channel Partners

If you decide to go with either a pure- or a hybrid-channel sales model, make sure you create the best foundation for success. You don’t have to do everything yourself. Channel recruitment and management are highly specialized, and there are companies ...

Account-Based Marketing: Don’t Start Until You Do These Five Things

To complete a purchase, businesses require an estimated 6.8 stakeholders to approve — an increase from an average of  5.4 stakeholders in 2014, according to Harvard Business Review. That is why many companies must learn as much as possible ab...

Put Your Company and Yourself in the Right Mindset for Revenue Growth

When it comes to driving revenue growth, just as tactics follow strategy, proper action follows the right mindset. And the right mindset starts by replacing “I’ll try” with “outcome-based” marketing and sales. As the person responsible for hitting the ...

7 Tips for Implementing a New B2B Revenue Model

I write a lot about the importance of choosing the right B2B revenue model, including my most recent post, Does Your B2B Revenue Model Need an Overhaul or a Tune-up? However, while selecting the most effective way to generate revenue (at a reasonable p...

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...

Does Your B2B Revenue Model Need an Overhaul or a Tune-up?

To be successful at growing B2B revenue, you need to first define the scope of the challenge. Sometimes you go to the doctor with an issue, and he or she says something like, “You need to lose a few pounds, so cut back on the sugar.” At other, less for...

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