What Decision Makers Really Care About

Decision makers love making decisions. But they couldn’t care less about your product, solution, or service. They’re only interested in the tangible business results they get from using your thing. Things like these business drivers are what they care about: Lead conversion rate Compliance Collections Downtime/uptime Cost of gods sold Operating costs Labor costs Productivity… Continue reading

Never Go Hungry

Marketing and sales professionals frequently engage in a stoopid debate about whether inbound or outbound marketing works best. Stoopid because it’s not an either/or proposition. And it really depends on the specific situation. Companies of all sizes are engaged in a content marketing arms race, creating material they hope will generate leads. Nothing wrong with… Continue reading