Methodology and Guidelines

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

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Use ABM to Win More Deals

How account-based marketing (ABM) drives both a higher win rate and higher ROI when used effectively, and best practices for getting started

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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

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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

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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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