After spending multiple years at TOPO and Gartner and working with tons of high growth organizations and their sales and marketing teams, one mistake continues to make life painful for many – chasing shiny objects or “the next big thing.”
I’m not an advocate of burying our collective heads in the sand, but too many decisions are made as knee-jerk reactions or perceived “sizzle” that aren’t aligned to an overarching business strategy. We’ve seen this happen repeatedly in sales and martech over the last decade.
- Marketing automation: still a hot topic all these years later, but most organizations never fully utilize the capabilities of marketing automation platforms before moving on to the next tool.
- Social marketing: organizations have historically stretched themselves thin on every platform and failed to reach full potential before shifting all resources to the newest platform – does every business really need a Tik Tok strategy?
- Content marketing: we’ve …