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Demand gen and lead gen and when to use them

D

Marketers often use the terms “demand gen” and “lead gen” interchangeably, but they are actually two distinct concepts, with some overlap. I’d like to clear up what they are and how they differ. Demand generation is focused on building awareness of the problem a product solves and the solution it offers, and guiding prospective buyers through a journey. Demand gen...

Process is about raising floors and removing ceilings

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I’ll admit it: I’m obsessed with creating processes. Whenever it looks like I’m going to do something more than once, I start creating a process. It’s nothing big – I just write down what I plan to do before I do it. Viola! A process. Processes can take many different forms and names: a checklist, a plan, a recipe, a playbook, a workflow, etc. They are all processes...

Of course people like sprawl

O

I just finished reading an article in the Atlantic Monthly about El Paso’s struggles with urbanization. The article suggests that there’s less demand for new urbanism because – shock! – people actually like the suburban lifestyle. Of course people like the suburban lifestyle! This shouldn’t be a surprise to anyone. The problem with suburbanism and why we should...

Bottoms-up vs Top-down sales models

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I found this post on new enterprise versus old enterprise software sales interesting:  The basic gist is that the traditional top-down enterprise software sales model (“old enterprise”) – characterized by executive-level contacts and long sales-cycle – is being joined by a new model that starts from the bottom and goes up (“new...

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