What We Do

Sales & Marketing Alignment

When marketing and sales teams are aligned in goals, definitions, processes, and perspective, B2B companies scale faster, have more predictable earnings, and are more profitable.

We help B2B companies establish shared goals and clearly defined expectations by providing a consistent method for marketing and sales teams to agree upon ownership and process handoffs.

We Help Clients:

  • Define what a lead is (and what it is not)
  • Establish service level agreements
  • Model demand
  • Define and manage a lead development function
  • Create lead routing rules
  • Design, implement, and validate lead scoring models
  • Set joint goals
  • Establish end-to-end lead management

Lead Management

Every marketing strategy and process that exists in B2B is enabled through, if not fully dependent on, technology. Used with strategy and competence, technology helps companies grow revenue faster.  It can make a small company look larger and enables large companies to be more client-focused. As an afterthought or when thought of as a cost center, technology makes for haphazard marketing processes and can decrease responsiveness and agility.

We are experts in lead management and martech. We highlight areas that can be improved and explain the reasons for and value of doing so. Then, we ensure that your company is doing everything possible to automate marketing.

We Help Clients:

  • Automate marketing with technology
  • Manage, govern, optimize, and roadmap their martech stack
  • Establish service level agreements (SLAs) and lead routing
  • Create and build lead and account scoring models
  • Audit and remediate data quality issues
  • Design and implement dashboard reporting
  • Integrate disparate investments in marketing technology for a cohesive system

Martech

A sub-optimized funnel won’t necessarily kill your company, but it will make it much harder to scale and achieve revenue goals. Most B2B funnels are not measureable, focus on efficiency not effectiveness, fixate on conversion rates and not cost or revenue per lead, or make poor use of expensive resources. And, unless you’re selling one offering to one type of buyer, there’s a need for multiple funnel views so that measurement and diagnostics are meaningful and can be acted upon.

We help B2B companies improve funnels by identifying where and how, they can be improved. We outline the revenue impact of taking steps to implement adjusted funnels.

We Help Clients:

  • Quantify target addressable market (TAM)
  • Measure funnel conversion and velocity
  • Design and implement funnel dashboards and reports
  • Identify and fix gaps in funnel process, data, and technology
  • Create demand and lead generation forecasts
  • Measure marketing attribution
  • Determine best lead sources and tactics for investment

Demand Generation

You don’t have to generate massive numbers of leads. You need to attract and engage the right leads in your target market that will convert into opportunities and sales. It’s not as daunting as building a NY-Washington hyperloop, but it can be complex. The overall engagement strategy, messaging, and offers must be well-crafted. Multiple tools, applications, and, most importantly, people who know how to use them, need to come together for the strategy to work.

We design strategies that are effective for your company and optimize your existing demand generation approaches. If you’re pressed for time, we can then execute those strategies within your system.

We Help Clients:

  • Design demand generation strategies that work
  • Turn websites into demand generation engines
  • Craft messaging that speaks to prospect’s needs and interests
  • Track and measure success through dashboards and reporting
  • Keep honest demand generation delivery through preference management and touch governance
  • Produce content that engages prospects, not just your employees

We Help Clients:

  • Design and execute ABM programs
  • Enable and mechanize ABM at scale
  • Choreograph the partnership between marketing and sales in ABM
  • Measure the impact of ABM, but also highlight improvement areas
  • Prioritize accounts (and segments) to target
  • Systematize ABM using existing investments in marketing technology