I get more sleep during capabilities presentations than I do some nights at home. The first five slides usually do it for me. That’s where all the corporate overview stuff normally goes (“and here’s a map showing the locations of our offices in North America”). There must be an unwritten rule that you start every presentation with your least compelling slides. I think there’s a better way. How many slides does it take to put … [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]
For Google’s head of marketing, it’s still all about the message
What’s top of mind for the marketing head at one of the world’s top three brands? It’s not what you’d expect. In a company known for its emphasis on data, analytics, and new technology tools – Lorraine Twohill, SVP of Global Marketing at Google, says great marketing still comes back to the basics of creative messaging. Here are a few key takeaways from her recent interview with McKinsey Quarterly*. Creative fundamentals are vital – even … [Continue reading]
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