Article by Tony Zambito

  • 6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

    For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business. B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in

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  • How Insights Into The B2B Lifecycle Can Prevent A Marketing Blind Spot

    The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations.  With data and technology as drivers, the time at which insights can serve as relevant is shrinking also.  This phenomenon of speed in changing behaviors will cause a shift in thinking on the gathering of human-centric

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  • The Impact Of Buyer Transformation On Marketing 2020

    A hot buzzword during the past couple of years has been digital transformation.  It has branched off a few more in the world of marketing and sales: Martech Transformation Sales Transformation CX Transformation Customer Engagement Transformation I am sure there are more.  At the risk of being a buzz killer, there is something amiss about

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  • How The Buyer’s Journey Is Becoming More Like a Quest

    Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades.  Whereby the notion of awareness, evaluation or consideration, and purchase decision is built-in to these views.  In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking

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  • 5 Reasons To Prepare Now For The Year 2020 With Buyer Insights

    The year 2020 beckons on the horizon.  A pivotal year for organizations as the rapid evolution of a customer-centric world calls for new approaches and new forms of interactions.  While one eye will be on succeeding in 2019, forward-thinking leaders will have another eye towards preparing for a new decade in 2020. What are 5

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  • 3 Forces Shaping The Future Of B2B Marketing

    Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and

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  • New Approaches To Understand Customers Needed In A Digital Transformation World

    In numerous surveys of CEOs in the past few years, predictably, you will find growth strategies as one of the top priorities going into any new year.  Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What is changing in the past two years,

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