ABM Benefits Customers More Than It Benefits You (And That’s Good!)

Account-Based Marketing (ABM) is usually framed as a revenue tactic. A way to focus sales and marketing, tighten targeting, and reduce wasted…

The Funnel Doesn’t End at the Sale (But Most Reporting Does)

For many organizations, the funnel ends the moment revenue is booked. A lead converts. A deal closes. A transaction clears. And reporting…

Marketers: Who Has the Ball (And Do They Need a Blocker)?

It’s Super Bowl season again, and it always seems to sneak up on me, which, as a marketer, is probably a little…

You Can’t Just Refund Big B2B Purchases.

In consumer markets, a bad decision can often be undone. A product gets returned. A subscription is canceled. A charge is refunded…

Marketing Goes Beyond Advertising and Sales Enablement.

Marketing is often misunderstood because its most visible outputs look like advertising. Campaigns. Ads. Promotions. Launches. That visibility makes marketing easy to…