ARTICLES BY PERRY REARICK
Building The Bridge While Crossing The River — B2B Marketing And Sales Professional Development
**“Change is the dominant** fact of life in every business today. And the ability to master and exploit change has become one of the most sought-after management skills. This is particularly true in marketing, where the very tempo of change is constantly quickening.” This was how John D. Louth, a principal at McKinsey, opened his presentation to a group of executives in 1964.1 It was true then, and it is true today. Despite... Continue Reading..
Reframing The Relationship Between B2B Sales And Marketing
Exploring ways to improve the relationship between sales and marketing in B2B businesses is like venturing into the Sahara on foot without water. Rarely do business leaders intentionally set out to change marketing and sales operations, to include organizational structure and processes. We too easily retreat to the risk-free zone of “but that’s the way we’ve always done it.” However, the harsh truth is that this modus... Continue Reading..
Are Your Marketing Tactics Supporting Your Business Strategy? If You’re Not Sure, Try Task And Purpose
I speak with a lot of B2B marketing professionals who describe their work as trying to manage chaos. Unrealistic deadlines, constantly changing priorities, emergency press releases that never get approved for distribution, and tradeshow collateral that must be created and overnighted are all in a typical day’s work. I’ve been in newsrooms less frenzied. Marketing is intended to be the process organizations use to engage... Continue Reading..
Sell Like a Dog
Whoever coined the term “work like a dog” must not have owned a dog, at least not one of our modern-era pets who have earned family-member status. As our love for our four-legged companions has grown, so too has our desire to understand them through formal training, books, and podcasts. Despite all this expert advice, I believe our pets’ ability to understand us far outpaces our ability to understand them. How do they do it and... Continue Reading..
Plan Like There Are No Rules
When asked, most organizations will describe their planning process like this--establish objectives, define supporting tasks, identify resources, set a timeline, determine how results will be measured, communicate the plan, and execute. When followed this process will lead to reasonably good outcomes, however, most of us don’t really plan this way. What our planning processes lack is effective planning guidance that offers purpose,... Continue Reading..