The Importance of Thought Leadership in Your Marketing Strategy
How communicating a thought leadership story as part of your overall marketing strategy can help establish credibility and set you apart from competitors
How to Build a Sales Development Playbook
A playbook gives SDR/BDR teams everything they need to be effective, from the overall sales development strategy to tactical tools like battlecards, scripts and templates
Using ROI as an Effective Sales Tool
Guidelines for developing and using ROI modeling to quantify the economic value delivered to your customer, and then using this information to close more deals
The Four Keys to Successful Marketing in the Age of COVID-19
eBook describing implications of major trends impacting marketing in the COVID-19 environment and recommendations for marketers to succeed
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Utility Pricing: Finding the BEST Way to Price Products and Services
Guidelines for pricing offerings to maximize profitability, scale revenues, and competitively position yourself, based on economic value delivered to your customer
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Applying Segmentation to Marketing and Business Strategy
Framework for applying market segmentation analysis to make fundamental decisions about marketing and business strategy to maximize market opportunity
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Consulting Project Best Practices
Tips and tricks for managing and executing business strategy/marketing projects, designed to be useful for internal projects as well as external consultants
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Building a Market Opportunity Forecast
Guidance for building a financial spreadsheet forecast for new market opportunity, including key success factors
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Go to Market Rollout Plan
Strawman marketing activities, timelines, and budget to roll out a “typical” enterprise technology product
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Strategic Audit Methodology
A framework for identifying and assessing internal and external factors impacting a strategic business or marketing decision
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Messaging Development Process Framework
A guide to developing compelling company or product positioning, focusing on business value provided to your customers
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Applying the Customer Decision Making Process to Marketing Strategy
A guide to better understanding your customer’s purchase decision making process and applying it to your marketing strategy
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Marketing Plan Development Template
Guidelines for developing effective marketing plans to ensure you meet your business objectives. (PDF, 492k, 15 pages)
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White Paper: Effectively Using ROI as a Sales Tool
A guide for sales and marketing executives to maximize the use of ROI in the enterprise process
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Callan Consulting Strategic Planning Framework
Framework used to drive development of new corporate, product, or messaging strategy
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