Article by Jim Burns

  • Challenger Customer Implications for B2B Sales Professionals

    Most sales executives I’ve asked about their view on CEB’s book Challenger Customer have completely missed the value for their sales program. “Oh yeah, I read Challenger Sale a couple of years ago, good book.” In our view, Challenger Customer is a must read for sales leaders who are trying to execute a “value selling”

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  • Top 3 Causes Of Poor Or Missing Content [Video]

    In this digital era, content is a primary driver of sales and marketing performance. Poor or missing content is an under-appreciated reason B2B selling organizations experience lower than projected new customer acquisition and revenue growth results. High selling costs are both a symptom and additional casualty. In addition to adverse business impact, companies experience content costs

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  • 30-60-10 B2B Content Strategy

    Companies struggle to keep up with the content demands of a digital business environment. In the content business, create vs. curate is similar to the traditional business decision of make vs. buy. To the degree companies develop a formal B2B content strategy, deciding this mix is one decision output. What if there’s a third way? This

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  • The Ultimate Guide For Developing Your B2B Sales Content Strategy

    When it comes to content and strategy, few people share a clear and common meaning of each word. Put them together, and what you have is downright perplexing. This is a sales content strategy guide for the perplexed. It is for people in marketing and sales who must collaborate to get these strategic assets right.

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  • Create relevant content based on personality profiles

    We know relevance resonates. Content that addresses each audience interest, persona and situation performs better than generic content. So why not create content based on personality profiles? My first “real job” (working since age 9) was for ADP. One year later I moved into sales. I had a good intuitive sense for my buyers. I

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  • Change your content process to leverage accelerate and scale

    When it comes to customer facing content, much is written about creative techniques, tools and infrastructure. But there is little thinking or discussion about content process change. By changing your content process for strategy and operations you can leverage resources and assets, accelerate production time to real-time, and scale outputs without compromise. My thinking is

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  • Content Source: The Secret Sauce To Quality Content

    My cousin arrived from California the other day. As we sat enjoying a bottle of his excellent homemade Cabernet, he told me about his decades long wine-making hobby. Turns out there are many ways to screw up wine in the production process (technical term). But if you don’t begin with the right, quality grapes, there’s little you can

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  • Why You Need a B2B Sales Content Strategy

    If you sell the way you did 10 years ago, you don’t need a sales content strategy. There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! But if you’ve truly adopted a customer-centered sales philosophy you know you have new requirements. The new realities of

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  • 7 reasons you’re not getting the most out of customer facing content

    Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience. B2B lead generation and conversion rates are universally below expectations. Late stage content in sales cycles hasn’t evolved to

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  • Capture Sales “Situational Fluency” for Effective B2B Sales Coaching

    In the B2B selling world there is near universal appreciation for the value of sales coaching. Research indicates significant impact on forecasted deal win rates, revenue growth and other selling metrics. Research from The Sales Management Association show sales people believe it’s the most important, least supported sales resource. The Sales Management Association The constraints are equally clear.

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