Demanding Views

By Amanda Wilson, Director, Product Marketing and Programs, Qvidian

One of the currently more popular sales methodologies (in a very long line of them), is Challenger Selling. Based off the book The Challenger Sale, the basic principle is that sales success has more to do with how you sell than what you sell.

By Jay Hidalgo, President, The Barzel Group

 A few days ago, I read this statistic: Just 6% of B2B leaders say that they frequently calculate ROI, while 17% say they never do. Every time I read a stat like this, I ask “Why?” Then I start doing a mental review of my clients, both past and present, to see if I can come up with an answer. I’ve uncovered three reasons why marketers don’t measure ROI.

By Tim Riesterer, Chief Strategy and Marketing Officer, Corporate Visions

As a marketer, you aren’t really in the business of demand generation. You’re actually in the business of “change generation.” Every day, you’re asking your target audience to reconsider their current situation and look at doing something different. In effect, lead management is actually more like change management. At the core of what you are doing, the most important issue is changing the behavior of people.