Marketing-Led Growth

Anna Furmanov is the Founder of Furmanov Consulting, a Marketing consultancy. She helps companies achieve MLG via proper, modern, non-spam marketing. She is the host of the show “Modern Startup Marketing” 

Anna dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales to help to a small extent

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Alice Heiman is the Founder of Alice Heiman LLC, a Sales consultancy since 1997. Before that, she worked for her parents at the famous Sales training company, Miller Heiman. Alice helps companies achieve MLG via proper, modern, non-spam Sales. She is the host of the show “Sales Talk for CEOs”

Alice dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales to help to a smaller extent  

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 60% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Andy Mowat, the Co-Founder and CEO of Gated, a free email spam filter (“Noise-canceling headphones for email”) so you can focus and be productive. I am a big fan of Gated and proud to be an advisor. Andy is the host of the “Finding Focus” show.

Andy dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 50% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Ognjen Boskovic is the Growth Lead at CXL, a Marketing training company where the top 1% of Marketers are teacher. He helps companies achieve MLG via proper, modern, non-spam marketing. 

Ognjen dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

George Thomas is the Founder of HubSpot Helper, a Marketing agency for HubSpot (consulting, implementation, training etc). He helps companies achieve MLG via proper, modern, non-spam marketing. He is the creator of the HubEd Helper YouTube channel, the HubEd Helper podcast, and the HubEd Helper blog.

George dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Tara Robertson is Sr. Demand Gen Manager @ Chili Piper, a Marketing software company for demo request qualification, routing, and scheduling. She is the host of the show “Demand Gen Chat". She and CP help companies achieve MLG via proper, modern, non-spam marketing. 

Tara dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 75% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Mike Grinberg is the Founder of Proofpoint Marketing, a Marketing agency. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “Master Marketer”.

Mike dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Alex Theuma is the Founder of SaaStock, a community helping SaaS founders scale to $10M ARR by connecting them with financing, industry experts, and peers. SaaSstock runs physical and virtual conferences, a virtual community, and produces educational content like workshops and a podcast. This year’s SaaSstock conference will be in Dublin on October 17th. Alex is the host of “The SaaS Revolution Show”, where he interviews Founders to share their stories and lessons. SaaStock achieves MLG via proper, modern, non-spam marketing. 

Alex dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Tim Davidson is the Sr. Director of Marketing at Directive, a Marketing agency. He helps companies achieve MLG via proper, modern, non-spam marketing. 

Tim dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% S

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Mark Colgan is the Co-Founder & CEO of Speak on Podcasts, a guest-podcast booking agency. He helps companies achieve MLG via proper, modern, non-spam marketing. 

Mark dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Sarah McConnell is the VP of Demand Gen at Qualified, software to identify website visitors, chatbot and live chat---specifically for companies that use Salesforce. She helps companies achieve MLG via proper, modern, non-spam marketing. 

Sarah dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Noam Horenczyk is the Head of Partnerships at Walnut.io, a software company for interactive product demos/tours on the website to enable buyers to self-serve a custom demo 24/7. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the Executive Member of Partnerships Leaders, an invite-only community of partnership leaders. 

Noam dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Jorge Soto is the Head of Content/Community/Partnerships at Reprise, a software company for interactive product demos/tours on the website to enable buyers to self-serve a custom demo. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “The Product-Led Revenue Show” and "Demo Diaries". 

Jorge dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Declan Mulkeen is the CMO of StrategicABM, a Marketing agency. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “Let's talk ABM”

Declan dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 70% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Kap Chatfield is the Founder of Rveal Media, a podcast agency. He helps companies achieve MLG via proper, modern, non-spam marketing. He is the host of the show “B2B Podcasting”

Kap dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 98% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99.9% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)      

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Warren Zenna is the Founder & CEO of The CRO Collective, a Sales consultancy, training program, and community that helps CROs succeed. He is the host of the “CRO Spotlight” show

Warren dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)        

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Ryan Paul Gibson is the Founder of Content Lift, a Marketing agency to help run customer research interviews that don't suck. He helps companies achieve MLG via proper, modern, non-spam Marketing. 

Ryan dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)        ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

James Gilbert is the CMO of RedRoute, a Customer Service software company. He helps companies achieve MLG via proper, modern, non-spam Sales. He is the host of the show “Spamming Zero”

James dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)        ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Mike Simmons is the Founder of Catalyst Sale, a Sales consultancy. He helps companies achieve MLG via proper, modern, non-spam Sales. He is the host of the show “Find My Catalyst”

Mike dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)      

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Scott Marker is the author of "Broken: How to Fix B2B Sales, Drive Profitable Growth & Win". Scott is also a Sales consultant and franchise owner. He helps companies achieve MLG via proper, modern, non-spam Sales.  

Scott dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/network/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  
❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Matt Paige is the VP of Marketing at Hatchworks, a software development agency with 80 employees. He helps companies achieve MLG via proper, modern, non-spam marketing.

Matt dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)    

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM
❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Lisa Sharapata is a CMO. She has held various Marketing leadership roles at companies like BoostUp.ai, MindTickle, and 6Sense. She helps companies achieve MLG via proper, modern, non-spam marketing. She is also a Board Member at Peak Community. 

Lisa dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)    ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Janelle Amos, is the Founder at Elevate Growth, a Marketing agency helping companies achieve MLG via proper, modern, non-spam marketing. She is the host of the show “Demand Gen Made Simple”

Janelle dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)    ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Jason Widup, is the VP of Marketing at Metadata.io, a Marketing software company for LinkedIn-like ad targeting on Facebook, with 170 employees. He helps Metadata.io generate demand via proper, modern, non-spam marketing. To a sizable extent, Metadata.io is an example of MLG. Their MLG efforts are highlighted in the book.  

Jason dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales

❌Turn off + tune out: telemarketing, texting, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)    ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM ❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Karl Yeh, is the Sr. Demand Gen Manager at Benevity, an HR software company with 1K employees. He helps Benevity generate demand via proper, modern, non-spam marketing. He’s a big believer in “adapt or die” which is befitting given that companies need to adapt Marketing-Led Growth or stay stuck in the 1980’s with Sales-Led Growth

Karl dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales 

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery via gift cards (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG)

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM
❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

Jon Selig, is the Founder of "Comedy Writing for Revenue Teams", a B2B Marketing agency specializing in funny marketing. He helps companies generate affinity and demand with proper, modern, FUNNY, non-spam marketing.

Jon dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/OPTION for Sales for complex/high pricing

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 67%

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/ your buyers + ownership + leadership as part of your analysis to make a business case to adapt your Marketing + Sales model to modern buyer preferences (i.e., MLG) 

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM
❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/. Join the vanguard of progress

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.  

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/.Join the vanguard of progress

Laura Erdem, Marketer and Seller at Dreamdata.io, a Marketing software company for attribution, which can help expose Sales Development and shine a light on Marketing. You might assume from all her amazing social media marketing that she is in Marketing, but she’s actually in Sales as an Account Executive. She generates all her leads from LinkedIn social media marketing. She’s a great example of proper, modern, non-spam marketing. 

Laura dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 70% M if complex/costly product 

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-Led Growth model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM
❌Mega resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook.

𝐉𝐨𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 (𝐌𝐋𝐆) 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭 in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/.Join the vanguard of progress

Travis Scott, Marketing and Revenue Ops Consultant at Gravity Global, a Marketing agency. He specializes in helping companies use tech. He is the host of not one but two shows: “The Marketing Unboxed Podcast” which he had me on, as well as “The Winding Road podcast”. He is a fellow author, and his book is called “Think Differently: How Recruitment Marketing Gets You Noticed Above the Noise”.

Travis dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 95% M depending complexity/cost

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Fernando Amaral, CMO at Rydoo, an expense management software company with 220 employees. He was the host of the “Ungated Marketing” show. Fernando was originally a Computer Science Engineer, but has been working in Marketing for over 20 years.

Fernando dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M depending complexity/cost 

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

MJ Peters, VP Marketing at CoLab, a manufacturing software company with 90 employees, Series A. Prior to that MJ was the VP of Growth at Refine Labs, a B2B Marketing agency. 

MJ dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and website (tks to Marketing) w/option for Sales for complex/high pricing

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam unless it's highly relevant and personalized (Sales Development), gated content and SEO blogs

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 80% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Dan Pfister is the Founder at WinBack Labs a Marketing consultancy to help companies do proper, modern, non-spam marketing via win-back campaigns (remarketing to churned customer accounts). Dan is the host of "WinBack Marketing" show.

Dan dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers, YouTube, website (tks to Marketing) with option for Sales for complex product

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 80% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99.8% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Commission

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Jay Desai is the Head of Marketing at Captivate Talent, a B2B talent agency for Sales, Marketing, and Customer Success. 

Jay dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities, ads (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 50% 

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Liam Bartholomew is the Global Director of Demand Gen at Cognism, a Marketing and Sales software company primarily for contact info. 370 employees, Series C. 

Liam dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers, review sites, ex-users, and on website (tks to Marketing) with option for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development), jargon, booth babes at events

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = SAL, hasn't had RS experience to compare

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Dani Woolf is the Director of Demand Gen at Cybersixgill, a cybersecurity software company with 120 employees, Series B. Dani is the host of  "Audience 1st" show. 

Dani dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities, ads (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam, bribery (Sales Development), jargon, booth babes at events

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Camille Trent is the Head of Content at Dooly, a Sales software company for sellers to take meeting notes and automatically push them to Salesforce, as well as manage their pipeline. 100 employees, Series B. 

Camille dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers, Google, consultants, agencies, review sites, and on website (tks to Marketing) with option for Sales

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Jesse Ouellette is the Founder of Lead Magic, a Marketing and Sales software company to primarily reveal website visitors.  

Jesse dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, Product Hunt (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales for Legal/Security etc

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 80% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Obaid Durrani is the Head of Organic Social at KlientBoost, a Marketing agency helping companies do proper, modern, non-spam marketing.

Obaid dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about/try/buy vendors via peers and on website (tks to Marketing) with option for Sales to customize complex product

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 75% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Brian Cohen is the Director of Demand Gen for Cognigy, a Customer Service chatbot software with 150 employees, Series B. He also consults companies with at least $10M ARR and ACV of at least $25K. 

Brian dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers, G2, website for pricing/use cases (tks to Marketing) then Sales for technical info can't get on website

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 99% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Stefan Repin is a Fractional CMO for companies with long sales cycles and ACVs over $5K, helping them do proper, modern, non-spam marketing.

Stefan dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, Google, G2 (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website for pricing/trial/use cases (tks to Marketing) then Sales need be to customize complex product 

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), vague language/hidden pricing on website

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 80% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Mikhail Myzgin is the VP Marketing at Slice, a B2B manufacturing company (not SaaS). 

Mikhail dons B2B buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing) then Sales to customize complex product

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), biased comparisons

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 100% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Gaetano DiNardi is a proven Growth Marketing leader, expert, and teacher. Former VP Marketing at Sales Hacker, VP Growth at Aura, Head of Growth and Demand Gen at Nextiva. Co-host of Demand Gen Live with Chris Walker for many moons. He is also a Growth advisor to startups. 

Gaetano dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers, website, YouTube (tks to Marketing) then Sales to customize complex product

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development), display ads, YouTube pre-roll, sponsored webinars and gated content (for Sales Development spam)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Taylor Wells is the Sr. Director of Demand Gen at Botkeeper, an accounting software company with 300 employees and Series C. 

Taylor dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing) then Sales to customize complex products/use cases 

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Scott Vaughan is a CMO and GTM consultant for high growth companies. He is a member of the Gartner CMO Marketing Council. He is a frequent write and speak on Marketing, and has been a Marketing leader since before I was born. 

Scott dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing), his team, Google, then Sales to customize complex products/use cases + pricing

❌Turn off + tune out: telemarketing, email and LinkedIn spam that isn't relevant or personalized (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Elena Iordache Stoica is the Head of Growth at Stoica.co, a B2B Marketing agency for website and HubSpot. She is the host of "Value-Driven Marketing" show. 

Elena dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast, ads (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex product

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 90% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Dan Sanchez is the Director of Growth at Sweet Fish Media, a B2B podcasting agency. He is the co-host of "B2B Growth" show and the host of "Attention Podcast". 

Dan dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing) and then Sales to customize complex products/use cases, tech/detailed q’s

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 100% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Jessie Lizak is the CMO of BDEX (Contact info for B2C) and co-host of Whiskey Wednesday. 

Jessie dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers and website (tks to Marketing), then Sales to customize complex products/use cases

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 50% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 75% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = RS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)  ❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM  ❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭  To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Kevin Mulrane is Founder and CRO of The Revenue Standard, a Sales consultancy for Founders/startups. He is the host of "Addicted to Growth" show.

Kevin dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social/communities/podcast (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via peers; WEBSITE for product tour/pricing/trial/case studies; Youtube for tutorials (tks to Marketing) and then Sales to customize complex products/use cases, tech q’s, comparison

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam (Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 65% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 60% M

𝐑𝐞𝐚𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers to adapt Marketing + Sales model to modern buyer preferences

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡 𝐯𝐢𝐚 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭

To learn more about the model, check out past LinkedIn vids or the book: “Marketing-Led Growth via The Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement Marketing-Led Growth via The Buyer Centric Revenue Model. Insights, resources, jobs. Live Q&A Thurs at 11am PST. Sign up https://www.buyercentricrevenue.com/

Mateo Elvira is Founder and CMO of Elvira Media, a Marketing agency for video for social media. He is the host of "EdTech Marketing Post" show.  

Mateo dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social (e.g., Instagram, Tik Tok, LinkedIn)/communities/networking (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via WEBSITE incl pricing, review sites (tks to Marketing) and then Sales for complex product to customize/use case, implement, succeed

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn’t want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 90% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 95% M

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = FS

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = FSB

Run similar exercise w/CEO, leadership, buyers. Help your company realize extent Marketing + Sales model is ANTI modern buyer preferences + adapt

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead"scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡. 𝐀𝐝𝐨𝐩𝐭 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨: 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭.

To learn more about the model, check out past LinkedIn posts or the book: “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement. Connect, learn, ask, teach, hire/get hired, access resources to implement. Live Q&A Thurs at 1pm PST. Sign up https://www.buyercentricrevenue.com/

Mark Evans is a Fractional CMO and Founder of Marketing Spark, helping companies (primarily < $5M ARR, no Marketing, no website, little demand or awareness) do proper, modern, non-spam Marketing. He is the host of the show "Marketing Spark"

Mark Evans dons B2B SaaS buyers’ flip flops to share buying preferences for Marketing + Sales:

✅aware of vendors via peers/referrals/WOM/influencers via content/social (LinkedIn)/communities/networking (tks to Marketing + Marketing’s influence on peers)

✅learn about vendors via WEBSITE including pricing, review sites (tks to Marketing) and then Sales for complex product to customize/use case, implement, succeed

❌Turn off + tune out: telemarketing, email spam, LinkedIn spam. Doesn’t want to be artificially forced and prematurely pushed to Sales with spam (tks to Sales Development)

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐥𝐞𝐝 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬-𝐥𝐞𝐝 = 85% M

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 = 85% M

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐞𝐬 (𝐀𝐄-𝐂𝐒𝐌 𝐜𝐨𝐦𝐛𝐢𝐧𝐞𝐝) 𝐯𝐬. 𝐒𝐚𝐥𝐞𝐬 𝐀𝐬𝐬𝐞𝐦𝐛𝐥𝐲 𝐋𝐢𝐧𝐞 (𝐀𝐄-𝐂𝐒𝐌 𝐬𝐩𝐥𝐢𝐭) = Neutral if CSM intro'd early

𝐅𝐮𝐥𝐥 𝐒𝐚𝐥𝐚𝐫𝐲 + 𝐁𝐨𝐧𝐮𝐬 𝐯𝐬. 𝐂𝐨𝐦𝐦𝐢𝐬𝐬𝐢𝐨𝐧 = Neutral

Run similar exercise w/CEO, leadership, buyers. Help your company realize extent Marketing + Sales model is ANTI modern buyer preferences + adapt

B2B stuck in outdated Sales-led model from 1980’s: Info a buyer needs to learn, try, buy artificially "gated" behind Sales. Marketing forced to constantly generate high volume of contact info of uninterested buyers (Marketing qualified "leads", MQL hamster wheel) via gated content. Then prioritize MQLs based on buyers’ engagement with Marketing ("lead" scoring, “lead” intent). That way, before Marketing can finish giving buyers info to learn, try, buy, or request to speak to Sales—Sales Development can “pro-actively” spam buyers to turn some buyers off and push some buyers artificially and prematurely to Sales. Less good leads, more bad leads. Premature buyers not well-informed, not serious b/c just looking for info they should have gotten from Marketing. "Tire-kickers", "just browsing". Sales Assembly Line for buyer handoffs among bloated Sales org of partial sellers via AE-CSM split etc. Quota and Commission to pressure Sales to pressure-sell, and for Sales to pressure Marketing to pressure buyers with spam (Sales Development)

❌Profit, growth, revenue, pipeline, CAC, CAC Payback, win rate, sales cycle, CLV, expansion, retention, market share, reputation, WOM

❌Enormous resources🗑️ Marketing + Sales underperforming, high turnover, low tenure, low job satisfaction

𝐌𝐨𝐝𝐞𝐫𝐧𝐢𝐳𝐞 𝐰𝐢𝐭𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐋𝐞𝐝 𝐆𝐫𝐨𝐰𝐭𝐡. 𝐀𝐝𝐨𝐩𝐭 the 𝐌𝐎𝐃𝐄𝐑𝐍 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 + 𝐒𝐚𝐥𝐞𝐬 𝐦𝐨𝐝𝐞𝐥 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐓𝐎𝐃𝐀𝐘, 𝐧𝐨𝐭 𝟒𝟎 𝐲𝐞𝐚𝐫𝐬 𝐚𝐠𝐨: 𝐓𝐡𝐞 𝐁𝐮𝐲𝐞𝐫 𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐌𝐨𝐝𝐞𝐥. 𝐅𝐨𝐥𝐥𝐨𝐰 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐭, 𝐠𝐫𝐨𝐰𝐭𝐡, 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯, 𝐦𝐨𝐫𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐯𝐞 + 𝐟𝐮𝐥𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐫𝐞𝐞𝐫𝐬. 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐦𝐨𝐯𝐞𝐦𝐞𝐧𝐭. To learn more about the model, check out past LinkedIn posts or the book: “The Death of the SDR: And the Birth of the Buyer Centric Revenue Model”. Available on Amazon in ebook, paperback, audiobook. Join the vanguard of progress in a Slack forum/community to discuss and implement. Connect, learn, ask, teach, hire/get hired, access resources to implement. Live Q&A Thurs at 1pm PST. Sign up https://www.buyercentricrevenue.com/