Friday, October 13th, 2023

Build a go-to-market coalition

By 2026, B2B organizations that unify their… 


Wednesday, October 11th, 2023

Don’t sacrifice effectiveness

Five negative effects of sales efficiency. Efficiency in the sales process is a good thing, right? Well, it all depends on what you mean by “efficiency”. The definition of “efficient” is: “achieving maximum productivity with minimum wasted effort or expense.” In parentheses, the Google dictionary notes, “(especially of a system or machine).” And it’s that last part, I want to… 


Wednesday, September 6th, 2023

The AI balance sheet

What will be the impact of artificial intelligence on business? There is a fierce debate (not to mention a lot of hype) surrounding the future impact of artificial intelligence, related both to its potential benefits and also to the not inconsiderable dangers of introducing AI into business and society. On the one hand, AI investment has been growing rapidly over… 


Monday, September 4th, 2023

Hybrid sales model can boost SaaS companies

Product-led growth seeks to place the product at the epicentre of customer acquisition, retention, and expansion to achieve “lower sales costs, greater product virality, and higher net retention”. As such, the product itself plays a critical role in acquiring, growing, and retaining customers. This approach has traditionally been seen as a more effective way to engage SME businesses, while a… 


Monday, July 10th, 2023

Targeting

In the first of a new series, Bob Apollo outlines some five things to bear in mind when researching, targeting and prioritising your most valuable prospects: If we do the research and use it to inform our prospecting priorities and programmes, we will inevitably generate much better qualified opportunities and convert them more effectively into satisfied customers. +


Monday, July 10th, 2023

How AI is disrupting sales and marketing

McKinsey research (published 11 May 2023) suggests… 


Thursday, April 20th, 2023

Research Review – edited by Jeremy Noad 9.2 2023

The research review aims to help readers keep up to date with recently published research on sales-related topics. The review highlights short abstracts of academically peer-reviewed research. This selection of published research is from a range of academic journals. In this edition, the abstracts include four themes that focus on sales performance, customer management, and behavioural studies. Sales performance Salesperson… 


Thursday, April 20th, 2023

Are you delusional?

Don’t rely on “hopium” – the mindset that blocks agency growth and loses deals. I once had a boss who said, “I think we got away with that one” after just being told by the chairman of a global cereal brand our creative proposals were “the biggest load of crap ever seen”. We were fired the next day. The agency… 


Tuesday, February 14th, 2023

Sustainable sales

What does it mean, and does it add value to businesses? In a world where sustainability is the new buzzword, is “sustainable sales” just greenwashing or can it genuinely support the creation of a company’s unique selling proposition? Academic concepts sometimes languish through lack of action as they cannot be translated into professional practice; however, this article defines sustainable sales… 


Tuesday, February 14th, 2023

Research Review – edited by Jeremy Noad 9.1 2023

The research review aims to help readers keep up to date with recently published research on sales-related topics. The review highlights short abstracts of academically peer-reviewed research. This selection of published research is from a range of academic journals. In this edition, the abstracts include four themes that focus on sales performance, customer management, behavioural studies, and systems and tools…. 


Friday, September 30th, 2022

Cranfield KAM Forum (Reports from Q2 2022)

“Putting the customer at the heart” by Mark Bailey Rolls-Royce plc is a company that deals with power and propulsion and should not be confused with the motor-car company, which is entirely separate. Rolls-Royce plc provides power and propulsion systems for land, sea, and air, including nuclear submarines, military and civil aircraft, and major data centres. All of its systems… 


Tuesday, May 3rd, 2022

Cranfield KAM Forum online

Reports from Q1 2022 Sales tips from an advertising guy: Stephen Mangham Former Ogilvy Saatchi and Saatchi and Saatchi ad man Stephen Mangham shared his insightful views of the KAM market from the fresh perspective of someone who had a very successful career in advertising observing the companies that get things right and those that do not. Marketing is “the… 


Tuesday, January 11th, 2022

Cranfield KAM Forum online

Reports from the Q2 and Q3 sessions Getting inside the head of a buyer (or what techniques and tips can you adopt to improve your commercial strategic negotiations?) John Viner-Smith has a Master’s in International Purchasing, and has been a senior category manager at JP Morgan, Dixons Stores Group and BP. He is a Founding Partner at Amplius Partners and… 


Monday, January 10th, 2022

Brand Ethics

ETHICS IS AT THE TOP OF THE… 


Tuesday, September 28th, 2021

2021 7.4 Research Review – edited by Jeremy Noad

The research review aims to help readers keep up to date with recently published research on sales-related topics. The review highlights short abstracts of academically peer-reviewed research. This selection of published research is from a range of academic journals. In this edition, the abstracts include four themes that focus on sales performance, customer management and sales automation. Sales Performance Being… 


Tuesday, September 28th, 2021

The Trust Dividend

The strategic implications of trust building in B2B client relationships and the way towards enhancing them to create mutual economic value. Trust is recognised as a central concept in relationship marketing (Blois 1999) and this may be attributed to the significant impact on many outcomes in this area (Seppanen, Blomquist and Sundquist (2007). This paper considers the strategic implications of… 


Tuesday, September 28th, 2021

Avoid the parity trap

Differentiating your solutions in highly competitive categories. Are you struggling to create a truly unique value proposition that sets you apart from your competition? You’re not alone. In fact, 88 percent of marketers and sellers surveyed by B2B DecisionLabs aren’t confident their buyers understand what makes their solution unique or valuable. In well-defined categories, many companies can solve the same… 


Tuesday, July 27th, 2021

Five key topics for KAMs

This year marks the 25th anniversary of the Cranfield Key Account Management Forum. Here’s what participants discussed in Q1. Key Account Management in a digital world Nico Smit, a Visiting Fellow from Cranfield University, discussed “Key Account Management in a Digital World”, focusing on how the increasing capability of digital systems can boost the value available to both suppliers and… 


Tuesday, July 27th, 2021

2021 7.3 Research Review – edited by Jeremy Noad

The research review aims to help readers keep up to date with recently published research on sales-related topics. The review highlights short abstracts of academically peer-reviewed research. This selection of published research is from a range of academic journals. In this edition, the abstracts include four themes that focus on sales performance, customer management, capability development and sales behaviours. Sales… 


Monday, July 26th, 2021

BUYERS’ PERCEPTIONS DIFFER FROM SELLERS’

65% OF SELLERS SAY THEY “ALWAYS” PUT…