Who are the Buying Circle Persona to consider for a good B2B Value Proposition?

Being regularly intrigued, to say the least, by the look in the eyes of my clients when I ask this simple question "Who are your customers? Who are you selling to?", I thought it'd be helpful to share here some foundational notions for any B2B company reflecting on its value proposition and/or designing a marketing … Continue reading Who are the Buying Circle Persona to consider for a good B2B Value Proposition?

Storytelling for Impact – The Pitch Spin Doctor 🧞‍♂️

I'm often approached to give a hand to clients and friends willing to up their game in storytelling, whether for public speaking opportunities, raising funds, or convincing top execs to agree on a new initiative. But I also get marketers coming to me for messaging and positioning. Once they have a good value proposition — … Continue reading Storytelling for Impact – The Pitch Spin Doctor 🧞‍♂️

Sales & Marketing Alignment: It takes two to Tango! 2nd Step: Why does it matter?

In our first Tango step, Markets change faster than Organizations, we saw how fast we needed to adapt to the triple joint transformations at work: digital, customer experience, and sustainability (ESG). In this context, why would sales & marketing alignment matter? It's about the customer, stupid 😉 I hear a lot that Sales & Marketing … Continue reading Sales & Marketing Alignment: It takes two to Tango! 2nd Step: Why does it matter?

Sales & Marketing Alignment: It takes two to Tango! 1st Step: Markets change faster than Organizations

Sales and marketing teams can often disagree with each other, exist in silos, and miss crucial opportunities for collaboration to maximize how content and messages resonate with buyers. Through synergy and alignment between sales and marketing, companies can create more seamless experiences for their customers, from the 1st interaction throughout the entire customer journey. How-to … Continue reading Sales & Marketing Alignment: It takes two to Tango! 1st Step: Markets change faster than Organizations