Original article written by Miles Kailburn, CEO of OTM, on Substack here. Attribution counts contacts. Influence counts accounts. Most firms never build the second one, and that gap is where good channels get killed for the wrong reasons. In nearly every strategy...
Five years ago, a sales call left almost nothing behind. A legal pad, a few fields updated in the CRM, maybe a recap email if the deal was big enough. The record of what happened was whatever the seller remembered to write down. Today, that same call is transcribed,...
Is your marketing built on a foundation, or just producing output? Most teams skip the stage that makes everything else measurable: planning, building, and managing the operation. They jump to campaigns, then get stuck managing data in silos and guessing whether it's...
You're looking at a dashboard full of marketing activity and a pipeline that hasn't changed in six months. Open rates are healthy. LinkedIn impressions are climbing. Outreach sequences are firing. By every measure on the dashboard, the machine is moving. But...revenue...
You hired a marketing person to generate leads. They're creating content, running campaigns, and updating the website. They're busy. You have salespeople making calls, taking meetings, and working deals. They're busy too. But when you look at the results, something's...
You've built something real. Your clients love the work. They keep coming back, expanding projects, referring colleagues. Revenue has grown steadily to $5M, maybe $7M. You've hired good people, delivered exceptional results, and built a reputation you're proud of. So...
Before hiring for business development, you need positioning clarity, documented processes, and success metrics. Learn what has to exist before your BD hire can succeed.
Most B2B founders believe they have a prospecting system. They've invested in a CRM, bought a prospecting database subscription, and set up email sequences. They have documented processes and weekly routines. But when they're honest, pipeline generation still depends...
Most B2B founders approach prospecting messaging testing with one of two extremes: they either blast their entire prospect list with untested messages, or they test so extensively they never actually launch at scale. Both approaches have the same root fear: what if I...
Most B2B founders approach prospecting messaging testing with one of two extremes: they either blast their entire prospect list with untested messages, or they test so extensively they never actually launch at scale. Both approaches have the same root fear: what if I...