Content Marketing and Sales Enablement: Can’t We All Just Get Along?

If content marketing is supposed to support the sales cycle, why are so many companies bad at it? Too many companies think the answer comes from the right marketing automation system or other technology that gets content in front of a customer or prospect. It’s not. It’s about sales and marketing not having walked the proverbial mile in each other’s …

Teach Employees to Tell Your Brand Story

September 24, 2013 “Let me tell you a story…” is one of the most powerful phrases you hear. Yet while people relish this from Hollywood movies and best-selling authors, they often shun it in the board room. They shouldn’t. Some companies are slowly starting to understand the power of storytelling. Cisco uses it to strengthen its brand through The Network …

The Financial ROI of Brand Storytelling

August 6, 2013 At the Society for Marketing Professional Services annual conference a few weeks ago in Orlando, people who attended my session asked me how to get executive buy-in on storytelling. My response? Talk to them in their language: money. Successful organizations of all sizes (Fortune 100 to small and medium size) are drawing on storytelling to bring their brands to life …

Is Your Content Marketing Scaleable?

One of the biggest struggles between sales and marketing stems from understanding what sales needs to turn a prospect into a customer and what marketing has the bandwidth to produce. It’s a battle that repeats itself regardless of company size or industry focus. To help remove some of the animosity from the relationship, it helps to have everyone on the …

The 50/50 Split Between External and Internal Branding

Last week I wrote a blog post for the Content Marketing Institute about Why Brand Storytelling Must Start With Human Resources. Based on the responses I’ve received, this definitely hit a chord. A colleague of mine is a CMO for a multi-billion dollar technology company, and we talked about the piece. Interestingly, with this of a global size firm, I assumed …