Speakers: Kay Kienast | Greg Alexander, SBI

kay-kienast-marketing-strategy

 

Customers and prospects can have a hard time articulating their problems. And they often struggle to understand the real cost of maintaining the status quo. As a marketing leader, you must be able to inspire customers to go from the current problematic situation to an opportunity-filled future. We recently spoke with Kay Kienast, a seasoned marketing executive about this topic. Listen as she walks our audience through how she approaches brand positioning.

 

During the interview, Kay will answer questions such as:

 

  • What market problems are causing her customers pain?
  • What opportunity can her company provide by solving their problems?
  • What is the cost of “doing nothing” for her customers?
  • How should marketers determine their brand position and benefits?

     

To achieve revenue growth faster than the market, marketing leaders must help shape how their buyers think. They must help them evaluate their issues, quantify their pain, evaluate options and select a solution. To help, listen as Kay discusses branding positioning and messaging. You can also download our 10th annual workbook, How to Make Your Number in 2017. It walks marketing leaders through how to develop and execute their marketing strategy, including brand positioning.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
Learn more about Greg Alexander >

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >