Chris Ryan: Revenue Growth Strategies

Bravery

Bravery: An Underrated Virtue for Chief Marketing Officers

My last CustomerThink column was B2B Marketing’s Role in Driving Revenue With Integrity. I’m not surprised that it received a ton of views because the subject of integrity resonates with both marketers and the CEOs they work for. The same is true for another...

B2B Marketing’s Role in Driving Revenue With Integrity

It is critical for everyone on the revenue-generation side of the business (including you folks in the marketing department!) to understand their vital role in generating revenue and profit while doing so in a way that protects valuable company integrity. When the CEO and...

6 Lessons B2B Companies Can Learn from Amazon

Let me start out confessing that I have a love/hate relationship with Amazon. I bet a lot of you reading this suffer from the same malady. Amazon is like the giant squid threatening to swallow up Tokyo – seemingly unstoppable. They gobble up entire...

How to Maximize the Value of Customer Discovery Calls

As I write this, the world is dealing with the COVID-19 crisis. Chances are, your customers are facing their own share of uncertainty and perhaps, a vastly reduced workload. This presents an opportunity to get them on the phone and have a conversation that...

Align Marketing and Sales to Streamline the Buying Experience: 4 Imperatives

In Deloitte: The Future of B2B Sales is “Experience Selling, Bob Thompson relates a discussion he had with Harry Datwani, a Principal at Deloitte Digital about his company’s research on the B2B buying experience. According to Datwani, the study was conducted because the B2B...

CEOs: Stay Ahead of the (Sigmoid) Curve to Grow Revenue in 2020 and Beyond

In the early 2000s, I was an investor and advisor to a company that sold a fairly well-known sales force automation (SFA) tool. Like most software at that time, it was sold in boxes containing CDs. We used to call unused software of this...

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...

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