How to Meet B2B Marketing Metric Goals with Just One Person — Hint: You Can’t! [INFOGRAPHIC]

B2B Marketing Metrics -Framework to Assess Workload

There are many things to consider if you want to meet a marketing metric goal. One is the staffing model. It should be considered carefully and designed with the strategy and expected workload in mind.

Why? Regardless of whether you outsource or hire, many people with varying skills usually need to be involved to make your marketing efforts successful, whether your sales…

How to Structure Your B2B Marketing Department When Your Digital Budget Increases

How to Structure a B2B Marketing Department

When your digital budget increases, some questions may cross your mind: Who’s going to do all the work? What skills do we need to hire? Where will we find the right people?  


This article is a follow-up to a post and Infographic I created last year on How to Organize a B2B Marketing Department that showed how to create both Corporate Marketing…

A Brand Strategy Template for B2B Startups

Brand Strategy Template

This post is geared towards B2Bs building their brand strategy for the first time or wanting to get to market quickly, but it can also be used by businesses wanting to rebrand or go to the next level.

Before delving into your marketing and sales communication plans, you need a framework for what your company’s brand is about and how you want…

4 Tips to Develop Effective Sales and Marketing Messaging [INFOGRAPHIC]

Many companies struggle to figure out their brand’s message, whether an elevator pitch or detailed messaging that informs conversations and content.

This post is for small or fast-moving companies that don’t have the budget or patience for sophisticated research and processes to develop their brand’s messaging approach —but still want to be strategic, smart and thoughtful about what they say and…

Dear B2B Sales Team: Does Your Marketing Partner Not “Get It”?

Do you sometimes feel that your marketing partner doesn’t understand what’s going on out there? Or to put it simply, they “just don’t get it.” This post is about common pain points and suggestions to better align different mindsets and objectives that exist within marketing and sales teams.

In my previous roles as a sales rep and product manager, I too…

Beginner’s Checklist for the Corporate B2B Marketer

Are you tasked to develop a launch plan or a fully integrated marketing plan to drive leads in a startup or corporate setting? Are you new to B2B marketing and unsure of best practices or the sales process?

This is a checklist from a presentation I wrote a while back after some colleagues and I had a discussion about the fact…

How to Organize a B2B Marketing Department [Infographic]

Sample B2B Marketing Dept Org Chart

Some companies that are just beginning to shape their marketing function may be confused about the best way to organize their staffing model. Below are some considerations and tips based on my experience in the corporate world as well as in my role as an independent marketing consultant.

There are often several job functions and areas to consider as it relates to…

Tackle Low-Hanging Fruit to Drive Sales While Your B2B Marketing Plans Take Root

Whether you are a startup looking to generate high volumes of quality leads or an established company needing to take your brand to the next level, you probably need to allow a year for your B2B marketing plans to show measurable results.

Why? Because building an effective marketing and sales plan is like any other product—you must do just that: build…

B2B Marketing: When to Hire vs. Outsource [INFOGRAPHIC]

Some may think I’m biased on this topic since I’m a B2B marketing consultant, but I spent most of my career as a corporate employee where this question often came up. Having been on both sides I’m comfortable conveying some unbiased tips.

When someone asks me, “How do I know what/when to outsource vs. hire for the marketing workload?”, I suggest…

Frequently Asked Questions About B2B Marketing: Essential Basics

I opine regularly on the importance of basic (yet essential) marketing best practices and disciplines to achieve sales goals. As it relates to business-to-business (B2B) marketing, below are questions and conversation topics that often come up; along with my typical response and/or opinion. If you are a start-up or diving into B2B marketing planning for the first time, perhaps these…