Importance of Pursuit Strategies and Deal Management - Most B2B sales teams treat pursuit management as something that begins once a deal is visibly in play: an RFP arrives, a prospect signals interest, and the opportunity enters the pipeline. By the time that happens, the most important decisions have often already been made. Strong pursuit management starts earlier, with a harder question: Is this pursuit worth chasing, and can we realistically win it? In some organizations

Selling and marketing the diagonals that cut across your business - Most B2B companies organize their business in ways that feel obvious and rational. They group offerings into horizontals that answer the question, “What do you make?” They line up around industries that answer, “Do you make things for companies like mine?” They split around regions that reflect where they operate and how they manage regulation, culture, and local go to market. Horizontals, verticals, and geog

Why the next era of marketing is more about being discoverable rather than clamoring for attention - For most of modern business history, marketing was explained through a simple framework: push and pull. We built awareness through advertising and brand campaigns, then pushed products toward the moment of purchase through promotions, displays, and pricing tactics. Along the way, entire marketing philosophies formed around awareness, differentiation, and the belief that if you