CMO demonstrates how to create an inspiring brand in a B2B sales-driven company.

 

Our guest today is Tiffany Nels, the Chief Marketing Officer for Lifesize.  With 20 years of Tech B2B marketing experience, Tiffany is one of the top B2B revenue growth marketers. Tiffany played a major role in the successful demand generation efforts at Solar Winds and has the right blend of strategy and execution that B2B companies need for success.

 

Many B2B marketers have over-rotated to demand generation tactics without enough emphasis on brand. Tiffany is going to make the case for why branding and demand generation are not parallel paths, but rather should be intertwined to give you the highest probability of making your number.

 

Tiffany answers questions from the How to Make Your Number in 2018 Workbook in the Marketing Strategy execution phase, Brand Strategy & Planning found on pages 254 – 260.

 

Tiffany is going to demonstrate how to create an inspiring brand that tells your strategic story through Brand Strategy and Planning.

 

Why this topic? Your competitors are making the same claims and promises as you. They are even using the same words. Brands that are built on “who you are” and “what you do” do not result in above average revenue growth. Your brand impacts revenue growth when it gets activated by the sales force and becomes uniquely relevant to your customer and prospects.

 

Most buyers are researching and building a consideration set without speaking with the sellers.

Watch as Tiffany describes her company’s brand approach. Listen closely as she articulates a brand that has a crisp emotional connection to the audience. Tiffany describes the process and steps to develop the brand story.

 

Tiffany shares, “The art of storytelling is what enables brands to grow and win by setting themselves apart. When you develop that discipline and integrate all the way through the funnel to the customer experience, then you have an incredibly sticky experience.”

 

Do you have the right marketing strategies to support your revenue growth goals? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate your Marketing Strategy against SBI’s emerging best practices to find out if:

 

• Your revenue goal is realistic
• You will earn your bonus
• You are set-up for success in 2018

 

Sales Revenue Growth

ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior joining SBI in 2009, Matt spent eleven years leading sales and marketing team teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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