Building the Marketing Machine
As B2B buyers go digital and marketing plays an increasingly important role as a growth driver and partner to sales
The time for marketing transformation is now
Strategy & Foundation
- Value Proposition Engineering
- Brand Platform Design
- Marketing Strategy Development
- Strategy Process Implementation
People, Process & Technology
- Organizational Design & Marketing Restructing
- Structuring of marketing processes
- Structure & Strengthen Collaboration with Sales
- Marketing Automation Platform Implementation
- Marketing Transformation Roadmap
- CMO support in Leading Change
- Marketing Transformation Office
CEOs and boards are looking to marketers to manage and measure more touchpoints and actively drive revenue. The challenge is that many CEOs still aren’t seeing the impact. As an example of this, a study of 1,200 CEOs showed that 80% of CEOs don’t really trust their marketing team and are not impressed by the work being done.
The question is, how can marketers move out of the valley of unmet expectations and truly position their function as a revenue center”
– Mikkel Bach-Andersen, The Marketing Machine
Partner, Kvadrant Consulting
Insightful and creative content is critical for organisations to turn their marketing function into a strategic asset. Nevertheless, for many organisations the content creation process is lengthy, full of friction and cumbersome. Too often, this happens as many...
Deciding on your organisational blueprint is one of the major enablers or disablers of Marketing effectiveness and efficiency. Yet, too often this topic is not addressed strategically, or things are done like they have always been done, even though the world has moved...
Measurement is, in general, a critical aspect of any organization today, and marketing is no exception. Digital marketing provides endless opportunities to track different activities, but in this ocean of potential measurement points, we often see companies ending up...
While 100 days might be an arbitrary time span, it is crucial, with a decrease in CMO tenure and respect from other C-suite members, to quickly establish momentum in order to gain the support needed to drive the long term transformation of the marketing function....
Building a strong brand foundation does not solely help you ensure differentiation in the marketplace but are also energizing the organization and providing guidance for the employees. In this guide, we include four elements of a strong brand. All these elements...
The new playbook for commercial organizations is tearing down Siloes between Marketing, Sales & Customer SuccessAs Technology has changed how customers behave and how companies can respond to this behaviour, there is now a need to create better alignment across...
Led by the emerging breed of SaaS companies, a new blueprint for B2B lead generation has emerged over the past decade, significantly outperforming the old on volume, quality and cost per lead. Best-in-class companies demonstrate 20-50% increase in number of leads, 30%...
B2B marketers are a bit like the vice president of the United States. We are not exactly educated for it (with 85% of us "self-taught" in the discipline) and no one really grows up with the dream of becoming one (wasn’t on my list either…). Selling HVAC...
Sommerferien er ovre og mange virksomhedsledere skal de næste par måneder igennem budgetteringsprocessen for 2019. Men verden har ændret sig, og derfor skal du overveje om dine udviklingsbudgetter også burde gøre det. Udvikling af marketing er typisk blevet...
“If marketing is to effectively support sales, then we need to start by getting everyone on the same page regarding what success looks like. If you don’t invest the time to align on the big picture, then don’t expect to move the needle when you look at lead quality...
A partner at the consultancy where I started my career, once taught me something valuable, as they occasionally do. Set up barriers and rules for yourself as a means to drive creativity This is for example the principle of the Dogma 95 movement in movie making or...
The GM of a business unit at a Swiss B2B company, recently asked us a great question, as they very often do: “What tools exist to support the sales people with marketing content once they are on the road?" The short answer is: Sales/Marketing Collateral Management...
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