I recently heard a Tesla Motors exec give the back story on the company that’s shaking up the auto world. It was great to get a look under the hood of their strategy and future plans, but the thing that stood out to me most was what they had done with their core message. There’s an important lesson from this B2C brand that every B2B marketer should pay attention to. For Tesla, it’s not about … [Continue reading]
When sales thinks marketing is useless – and what to do about it
It came up in conversation at a recent industry event. I was listening to a seasoned sales professional describe the daily struggle to break into new accounts, so I asked about the support he gets from marketing. He said his technology company spends a lot of money on marketing. Yet, everything the marketing department gives him in terms of sales support is – in his words – “worthless”. It’s a trillion dollar problem. Unfortunately, his … [Continue reading]
Why some whiteboards win, and others wane
In 1982, Harvard Business School professors Renato Tagiuri and John Davis published an article in Family Business Review that changed the way people understand family businesses. It was based on a model they developed at Harvard in the ’70s. Until this point, there had been several attempts at explaining the family business system, but no one had cracked the code. Over 30 years later, this framework is still drawn by entrepreneurs, academics, and consultants all … [Continue reading]
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