Over the years, we have worked with some great technology businesses that have developed innovative and at times disruptive technology solutions. The issues they faced when marketing their business/ technology were strikingly similar. These issues seemed to arise irrespective of whether the founders were undertaking the marketing themselves, or whether they on-boarded a marketing resource or outsourced to a marketing agency.
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Many businesses view their sales pipeline from a sales management and revenue forecasting perspective. They are so focused on meeting their sales targets that they fail to review and analyse their sales pipeline to understand the real performance of the sales and marketing function in their business.
With a heavy focus on generating revenue from clients and using retainers, a typical B2B marketing agency operates with the knowledge that they will get paid whether agreed levels of activity are met or not. Fixed-term contracts can also tie clients to restrictive agreements, whereby they aren’t given the scalability they need to grow an agile business or respond to the changing marketing environments.
In the B2B market implementing an effective lead generation programme is crucial to maintaining a pipeline of sales opportunities. However, many businesses fail to plan ahead to ensure they have enough fresh leads to maintain a healthy level of sales and profit.
Technology and professional services organisations have a core competence around specific fields of expertise. While the supporting areas of Finance, HR, IT and marketing are essential to every business they are not a core competence. In our latest viewpoint, we ask what the right marketing model is for these businesses.