Marketing managers use several tools for converting prospects into buyers.  If your business is not using customers to tell compelling stories about your products or services, you are missing out on one of the best tools you have. Four reasons why customer references are indispensable in today’s sales environment: References build your credibility Customer references help establish credibility. They also help balance out bias that all prospects know is part of a salesperson’s pitch.  That’s because a customer’s story presents the experiences of people outside your company—people who actually use your products. Just as you’re more likely to believe a friend that praises a restaurantRead More →

Everyone wants a full pipeline. A full pipeline means more opportunities, and all things being equal, more closed business. But – are all things equal? Is your pipeline stuffed with wheat or chaff? From a marketers point of view, we need to do everything we can to help sales winnow the chaff quickly, consistently and positively. Fast Fail is an approach widely applied in software development. This concept is described in the article, Fast failure: The secret to fostering more IT innovation than your competitors. The author explains, “Without failure there can be no innovation, learning, or transitioning in an organization, and the organization that neverRead More →