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This global player entered the high-tech hardware industry nearly 50 years ago. It is owned by a multi-billion-dollar company based outside the US with a storied 120-year history. Solid as it was, they struggled to keep their brand among the top fifteen in their market. Their sales model relied almost entirely on channel partners supported by a small in-house sales team. All channel partners offered virtually every major brand on the market, so no effort was made to move buye

It's nothing new. Smaller companies often use a go-to-market strategy where marketing activities are executed by field sales professionals. Other than occasional contracting of ad agencies or events, there is no process for gathering and crunching market data, and leads are not hunted, developed and nurtured to a level of maturity before handing off to Sales to perform its magic. Some companies feel they are not in a financial position to house a marketing organization, while

Do you look for market insights from your most trusted customers? Do you poll them regularly for their unbiased viewpoint regarding their needs and behavior. Do you test your messaging with them before it is released? If you do, you may just find there is a wide gap between what your best customers say and what the market would tell you. Long-standing customers have established a close professional relationship with you. They like you. It is human nature to tell you what they

Revenue performance is the end result of the complex actions and timing of a large number of moving parts. Revenue performance is the end...