J. David Green

Author Archives: J. David Green

J. David Green is the CEO of PipeAlign, a company that helps B2B companies tell a winning story, scale that story across sales and marketing, and measure and improve what matters most. Among other accomplishments, Dave generated a billion dollar sales pipeline in 20 months for Avaya, increased SMB revenue for Symantec from $2MM a year to $25M a year in twelve months, wrote a book on scalable lead generation, and has spoken at the DMA, MarketingSherpa, the BMA, the AMA, and many other events.

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Steal a Chapter from the Sales Strategy Playbook to Improve Marketing ROI

A few weeks ago, I wrote about ways to combine sales and marketing knowledge to improve lead generation.  Let me be more specific about one strategy that the best sales organizations do that marketers should replicate in their demand-generation and lead-nurturing campaigns: Stratify resources as part of a coverage model. The idea is simple: The […]

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3 Tips to Reengage Stalled Marketing Qualified Leads Fast

Longer selling cycles and stalled deals are impeding sales funnels everywhere. Use these three tips to convert more leads into revenue: Use Sales Funnel-Specific Market Research If you really want to understand what’s happening with customers at a particular point in your funnel, then you have to ask them while the last interaction with you […]

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Four Steps to Convince CEOs that Demand Generation Should be a Marketing, Not a Sales, Function

For most of us, the phrase “demand generation” conjures up things like campaigns, trade shows, and the corporate website. But what about sales prospecting? Despite all the newfangled marketing automation tools, most CEOs increase the funding for demand generation by authorizing the expansion of the sales organization. Surprised? You shouldn’t be. Books like SNAP Selling, […]

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Take Two Minutes: Find Out the Critical Advantages of Lead Nurturing

Sales cycles are getting longer, according to the B2B Marketing Benchmark Report, and nearly half of marketers say that’s the biggest challenge they’re facing right now. However, lead nurturing can transform this challenge into an opportunity to drive more sales. All you need to do is give your prospects the information they need when they […]

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Why Smart Marketers Think Like Manufacturers

Lead generation has a lot more to do with manufacturing than you might suspect. After all, marketers are “manufacturing” a conversation with customers and prospects. Some of that conversation is mass-customized through communication like personalized email and landing pages. Other parts of the conversation occur in sales or the teleprospecting operation. Thanks to more sophisticated […]

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Is Revenue Contribution the Best Executive Metric for Demand Generation Investments?

We’re almost halfway through the year, and before you know it, marketing management will be putting forth arguments for increased budgets for FY12.  Over the years, I’ve seen a lot of suspect revenue projections from marketing for the purpose of budget justification.  The problem gets acute during budgeting cycles. Suddenly, all revenue is “incremental.” Quite […]

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Four Reasons Why Funnels Are a Marketer’s Best Friend

Funnels are like the central nervous system of the best sales organizations. Few marketing departments depend on funnels to run their business the way sales leaders do. Yes, messaging, segmentation, branding, and numerous other considerations are extremely important. But no tool can impact financial performance for marketing as much as a funnel. There are four […]

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