How to build a B2B customer success function Customer Success, a function that saw it’s rise within SaaS companies, is increasingly coming to more and more commercial teams. The function sits right between Sales, Marketing & the more traditional...
Positioning branding as an investment, not an expense FollowFollow All CMOs understand the power of branding, yet time and time again, they struggle to convince their peers to invest in it. Most marketing leaders face pressure from non-marketing leaders who focus on...
A brand architecture playbook for CMOs during high M&A activity FollowFollow Regardless of industry, size, or role in the value chain, every company needs a firm grip on its brand portfolio and how its brands relate to each other. Unfortunately, many B2B...
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