Buyer Enablement

Buyer enablement is rooted in one simple principle:  Always know where your buyers are in their journey so you arm them with the information they need so they can move forward.   Buyer Enablement is broken up into 4 phases: Phase 1:  Problem Identification Phase 2: Solution Exploration Phase 3: Requirements Building Phase 4:  Supplier Selection … Continue reading Buyer Enablement

From Product Marketing to Portfolio Marketing – it’s all about the buyer

I'm a big believer in "Portfolio Marketing."  Granted, it's not the most widely used term to describe what is commonly referred to as Product Marketing, but it's much more than that.  Over the past 3 years, I have been building a team of experts driven by one single mission: To know the buyer more than … Continue reading From Product Marketing to Portfolio Marketing – it’s all about the buyer

Why sales enablement content is more “show me, don’t tell me”

"Customers are, on average, 57% of the way through the purchase process before they meaningfully engage with Sales." - MLC Wide Angle This one makes me think a lot harder about the enablement content we create for the sales team and the web for that matter. If this is true, that more than half of … Continue reading Why sales enablement content is more “show me, don’t tell me”