Taking Lessons from a Serial Revenue Marketer
An Insightful Conversation with Liz McClellan About Making Marketing More Accountable for Results
Transforming a marketing function into a revenue-generating machine is no small task. Yet, it's something that Liz McClellan, the CMO of North Plains Systems, has done more than once. In this insightful and refreshingly frank interview, you'll learn:
- Why it's imperative that B2B marketers become much more results-oriented and accountable.
- How refocusing a marketing team toward results requires the proper mindsets, as well as skills.
- The importance of setting expectations and being willing to test things that may ultimately fail.
- How measuring ROI can often call into question tactics that have been taken as a given for years.
This interview is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.
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Predicting the Future of B2B Marketing
What if you could talk to the top thought leaders in B2B marketing and get their predictions about where B2B marketing is headed in the future? Paul Salvaggio of Backbone Media did just that. And in this expert interview, Paul reveals what he learned.
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Strategies and Tactics for Boosting Your Close Rates
Most B2B companies would like to improve their close rates. On nearly every sales and marketing research study ever conducted, something to the effect of "improve our win rates" shows up as a top priority or objective. But what are they really doing to make it happen?
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Combating Competitive Pricing Pressure
Pricing pressure is just a fact of life. But how well you handle that pressure can determine whether your business ultimately succeeds or fails. This guide exposes 15 ways to address (and prepare for) competitive pricing pressure.
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How to Crater a Market with Cost-Plus Pricing
For one large manufacturer, cost-plus pricing was tantamount to malpractice. In this case study, learn how the lack of strategic pricing capability reduced the value of an entire market by over $1 billion.
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