#26: Brian & Morten – 100+ millioner i B2B medieindkøb

In this episode, we explore the essence of positioning in the business landscape. Nils and Mikkel discuss how effective positioning connects customers with products and differs from branding, driving sales and distinguishing companies in the market. Explore the challenges of weak or undefined positioning, such as underperforming marketing campaigns and prolonged sales cycles, and learn the strategic importance of clearly defining your target customers and understanding competitive landscapes. This episode is a must-listen for anyone involved in business strategy, from startup founders to marketing professionals, as we dissect successful positioning cases like Chatfire and its differentiation in the crowded messaging platform market. Gain insights into how simplicity and clarity in your positioning can significantly enhance customer understanding and engagement.   In todays episode we cover: 0:05 Introduction 1:47 Symptoms of Weak Positioning 17:02 Solutions to Weak Positioning 22:27 The Process of Positioning 23:30 Time Horizon for Positioning 25:59 Importance of Sales Reps in Positioning 27:50 Example of Strong B2B Positioning

In this episode, we had the opportunity to dive into the world of revenue operations with Toni Hohlbein, a seasoned professional and co-founder of Growblocks.  Toni highlights the evolution of RevOps from basic system management to a crucial element of strategic planning, focusing on the significance of understanding the sales funnel, leveraging data for decision-making, and aligning technology with business needs. He delves into the challenges and opportunities within RevOps, such as optimizing resources, navigating growth phases, and the importance of cross-functional collaboration for achieving revenue targets. The discussion also touches on the future of RevOps, including the integration of AI technologies and its role in shaping business strategies.   In todays episode we cover: 0:00:06 Introduction to Revenue Operations 0:01:53 Transition to Growblocks and Personal Story 0:04:39 Definition and Scope of Revenue Operations 0:06:17 Need for Revenue Operations Integration 0:08:08 Importance in Changing Funding Environment 0:11:46 Challenges and Misconceptions of Revenue Operations 0:14:31 Pillars of Strategic RevOps Function 0:18:34 RevOps: Connecting Departmental Insights 0:22:04 Process Anchor and Live Software Benefits 0:24:15 Providing Informed Actionable Advice 0:27:59 Emergence of Revenue Operations in B2B 0:45:38 Planning and Forecasting Challenges 0:46:37 Future Paths for Revenue Operations 0:50:07 Strategic Role of Revenue Operations

In this discussion, Mikkel and Brian explore the evolution of marketing operating models, emphasizing the shift from traditional teams to the complex landscape of today. They highlight the importance of a formalized operating model as a bridge between strategy and execution, enabling organizations to align frameworks with strategic goals. The conversation also focused on integrating IT expertise, adopting agile methodologies, and adapting to market dynamics to drive innovation and efficiency in marketing operations.  Additionally, they discussed the transition to multidisciplinary teams, the challenges of global and local marketing alignment, and the evolving field marketing landscape towards specialization and collaboration. The episode concluded with insights on incremental changes, collaborative practices, and problem-focused strategies for successful organizational transformation in the modern marketing environment. In todays episode we cover: 0:00:19 Introduction to Marketing Operating Model 0:02:05 Components of a Marketing Operating Model 0:03:48 Critical Need for Marketing Operating Model 0:09:53 Customization and Complexity in Operating Models 0:14:34 Impact of New Capabilities on Marketing Department 0:20:19 Shift from Factory Line to Cross-Functional Teams 0:26:01 Growing Trend of Insourcing Capabilities 0:28:49 Rethinking Agency-Client Relationships 0:30:18 Reinventing the Collaboration Model 0:40:25 Global and Local Alignment 0:51:12 Organic vs. Formal Operating Models 0:53:08 Avoiding Pitfalls in Implementation

I denne udgave af ”The CRO Podcast” handler det om B2B branding. Brian Andersen interviewer Nils Lindner Koch, som baseret på hans erfaring fra mere end 12 år med branding arbejde for både B2B og B2C virksomheder, deler 5 faldgrupper i B2B branding og hvordan du kan undgå dem.  Rigtig god fornøjelse. 

I denne udgave af ”The CRO Podcast” deler vores værter, Brian og Mikkel, indsigt om organisering af marketingfunktionen i B2B virksomheder. Emnerne de udforsker omfatter: Identifikation af tidspunkter i organisationens udvikling, hvor det er hensigtsmæssigt at skabe et overblik og vurdere, om ændringer i strukturen kunne fremme effektiviteten. Den interne koordinering mellem lokale og globale marketingsafdelinger. Afvejning af fordele og ulemper ved centraliserede og decentraliserede marketingorganisationer. Værterne dykker ned i disse emner samt de medfølgende spørgsmål for at komme med input og reflektion til hvordan hvordan virksomheder kan optimere deres marketingsorganisation for at opnå de bedste resultater. Lyt med når de udforsker disse vigtige aspekter af moderne virksomhedsledelse indenfor marketingsverdenen.

I denne episode taler de to partnere i Kvadrant Consulting, Mikkel og Brian, om vertikalisering i B2B. De taler blandt andet om: - Den underlæggende drivkraft for vertikalisering i B2B. - Forskellige typer af vertikalisering (marketing, salg og produkt) - Hvornår det giver mening og de hyppigste faldgrupper.  Rigtig god fornøjelse.

Vi taler med Morten Friberg Jensen, der er Director for Demand Generation og Marketing Automation hos Milestone Systems. Denne episode handler om medieindkøb, som er en af de store udgiftsposter i ethvert B2B marketing budget.  I denne episode kommer vi blandt andet kommer ind på: - Hvordan medieindkøb har udviklet sig i B2B de sidste 15 år - Hvorfor Morten mener at man som marketeer bør starte i CRM - Hvorfor direkte kundekontakt er afgørende for både marketing og samarbejdet med salg Morten har mange års erfaring med B2B marketing, hvor han har haft hånden på kogepladen for hundredevis af millioner i medieindkøb.  Rigtig god fornøjelse.  

I denne episode taler Brian og Mikkel omkring indholdet og implikationerne af Kvadrant Consulting's seneste publikationer "The Campfire Launch". De taler om de 5 hyppigste grunde til at produktlanceringer fejler for B2B virksomheder, og hvordan vi kan undgå disse faldgruber.    Dette er del 2 af Kvadrant Consulting's podcast omhandlende produktlanceringer samt de udfordringer, der medfølger. Rigtig god fornøjelse. 

I denne epsiode taler Brian & Mikkel omkring indholdet og implikationerne af Kvadrant Consulting's seneste publikation: "The Campfire Launch". De taler om de 5 mest hyppigste grunde til at produktlanceringer fejler for B2B virksomheder, og hvordan du kan undgå disse faldgrupper. Rigtig god fornøjelse. 

Hvad kræves der egentlig for at drive en moderne salgsorganisation i et konkurrencepræget SaaS marked? Vi taler med VP for Strategy & Growth fra Contractbook, Alexander Irschenberger, hvor vi blandt andet kommer ind på: - Hvordan Alexander organiserer sit salgsteam i Contractbook - Hvordan han sikrer løbende capability development af salgsstyrken  - Hvorfor man med fordel kan organisere sig omkring kunders problemer i stedet for eksempelvis geografi Alexander er en stærk kommerciel leder, der lykkedes med at modernisere den traditionelle salgsorganisation med fokus på specialisering over generalisering.