#27: Mikkel & Brian - Vertikalisering i B2B – et værdifuldt greb eller spild af tid?

In today's episode, Mikkel Bach-Andersen and Brian Andersen will unveil the inner workings of marketing strategies at Kvadrant Consulting. Discover how they tackle marketing challenges in large professional service firms, and dive into the power of building a strong brand, both for the company and for individuals within it, highlighting how personal branding can enhance credibility and strengthen overall brand reputation. Gain practical insights and real-world examples that redefine how you approach consultancy marketing and sales.

In this episode, Martin Nyvang Mariussen and Sixten Schultz dive into ecosystem selling and partnership sales, exploring the evolving sales dynamics and the importance of nurturing relationships with various companies. They examine the critical considerations for assessing product suitability for partnership selling, emphasizing the need to avoid channel conflicts and establish clear rules with partners.   Highlighting the role of partners in enhancing customer service and extending product lifespan, they stress the value of investment in partner enablement and collaboration.   Strategic partner selection, mutual success contributions, and setting standards for effective partnerships are key aspects discussed for building successful partnership ecosystems.   In today's episode, we cover: 0:00: Introduction and Weekend Plans 0:14: Introduction to Ecosystem Selling 7:01: Importance of Service in Ecosystem Selling 8:48: Starting Small in Partnership Sales 12:36: Importance of Selective Partnerships 14:55: Balancing Partner Revenue Contributions 16:30: Setting Requirements for Healthy Partnerships 22:11: Integration of Touchpoints in Sales Management 23:23:Ownership of Customers in Partnerships 24:05: Ensuring Communication and Alignment in Partnerships   32:30: Structuring Partner Programs 36:25: Common Partnership Pitfalls 39:09: Leveraging Informal Partnerships 42:47: Balancing Partnership Resources 44:49: Healthy Partnership Approach 47:03: Importance of Trust in Partnerships 50:10: Organic Partnership Growth

In this podcast, Mikkel Bach-Andersen and Martin Mariussen dive deep on the topic of sales trainings. How can organisationes design impactful capability programs, avoiding traditional training pitfalls, and tailoring training to specific roles are highlighted. The importance of aligning training with performance gaps, involving cross-functional teams, and using interactive methods for behavior change is underscored. The discussion also covers aligning sales and marketing efforts, digitalization's impact, and fostering continuous learning. Martin and Mikkel stress adaptability, alignment, and continuous improvement in sales training design for better outcomes.   In todays episode we cover: 0:05 Introduction 4:14 The Flaws in Sales Training Delivery 4:24 Designing Effective Sales Training Programs 8:37 Avoiding Pitfalls in Implementing Sales Training 12:37 Importance of Role-Specific Training in Sales 17:05 The Value of Different Sales Methodologies 19:05 Customization vs. Off-the-Shelf Training Programs 20:33 Adapting Training Programs to Digital Trends 22:32 Balancing Physical and Virtual Sales Training Delivery 29:39 The Role of Sales Managers 32:30 Motivation in Training Programs 38:24 Initiating a Training Program 43:59 Designing the Program Execution 47:20 Closing Thoughts on Sales Training

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.