"The insights are from a true practitioner and far more relevant and valuable than most marketing classes at top-tier B-schools”

There’s been no shortage of bold claims about how AI will revolutionize (or ruin) marketing. I’ve spent the last six months experimenting with AI tools to understand how they could actually help my team. In this article series, I’ll walk you through the use cases that I’ve found most promising. Companies don’t buy products, people do.  I’ve done B2B sales and marketing for my whole career, and I’ve seen how often my colleagues forget this very basic principle. All the talk these days seems to … [Read More...]

CMOs can get themselves into a pickle when pipeline generation falls short. By the time they realize they are below the target, it may be too late to recover. I’ve borrowed a practice from my sales brethren to help me avoid this problem. Most B2B marketers are familiar with sales forecast calls. These meetings are typically held weekly by sales leaders. Sales reps review their deals and expected outcomes. Sales leadership inspects the deals by asking questions about timing, competition, access … [Read More...]