We’ve learned from the best in B2B
In the article ‘The A-Z of Generalised B2B Speak’ we list the worst offenders of that awful blend of clichés […]
Generalised B2B Speak is a blend of jargon, clichés and generalisations used to deliver self-serving and essentially meaningless messages. For […]
Audience Prioritization Vs GTM Strategy Deciding which audience to target first or which represents the better investment opportunity is a […]
A value proposition should be a cornerstone of B2B messaging. Unfortunately, as is all too common with key B2B artefacts, […]
Of the stream of requests that come to Marketing on a daily basis, many arrive with an innocuous sounding ‘Just’ […]
In too many B2B organisations, the creation of Go Market artefacts such as Personas, Ideal Customer Profiles (ICPs), Sales playbooks, […]
What Does a Great ICP Actually Look Like? An Ideal Customer Profile (ICP) defines the attributes of accounts that are […]
Ideal Customer Profiles (ICPs) that are held in high regard by the people who create them seem to be quite […]
You may not have heard of a Black Swan Customer, but the Black Swan concept has become a kind of […]
Determining Where to Play and How to Win. Together. In his influential book Playing to Win, Roger Martin outlines a strategic framework […]
How to Use SCR to Answer the Big Three B2B Questions Situation Complication Resolution (SCR) is a well-known framework used […]
For a successful Go To Market, it’s essential to not only decide where to play but also where not to play. This idea […]
A comparison of ‘Good Strategy, Bad Strategy’ by Richard Rumelt and ‘Playing to Win’ by Roger Martin and AJ Lafley. […]
Imagine the management team of a startup in a room with a facilitator. In turn, the facilitator asks the heads […]
Origin of the 3Cs model: Customers, Competitors and Corporation The 3Cs model is a simple, foundational framework created by Kenichi […]
The Marketing Landscape One of our most important learnings over the last couple of year has been developing a clear […]
Start with Practice Many B2B technology companies have a set of guiding principles, such as customer-centricity, agility, or collaboration. Sometimes, […]
The concept of the Winning Aspiration comes from Roger L. Martin and A. G. Lafley’s “Playing to Win: How Strategy […]
The idea of a big hairy audacious goal (BHAG) was a concept coined in the 1990s introduced by Jim Collins […]
If you wondering why should you use develop and use a Buyer’s Journey, take a look at our article Five […]
Differentiation vs Distinctiveness I was once challenged with the question is that a distinction without a difference? This is a […]
Relative Value In the Value Surfing analogy we use to visualise the B2B value landscape, industry value is represented by the choice […]
Why should you use develop and use a Buyer’s Journey? Isn’t current thinking that it is non- linear and rather […]
