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Profile: David Dodd
Articles by David Dodd
Why Sales Winners Win (And What It Means for Marketers)
Last month, the RAIN Group, a respected sales training and consulting firm, published a research report titled What Sales Winners Do Differently. The report is based on a study of... read more
Four Key Ingredients in the Marketing/Sales Integration Recipe
In November of last year, I published a post at my blog titled It’s Time to Integrate Marketing and Sales. It’s now the second most popular post at the blog, and it... read more
Marketing Metrics Must Predict as Well as Describe
In a recent post at Marketo’s B2B Marketing and Sales Blog, Jon Miller identified six categories of marketing metrics to avoid. Jon’s primary criticism of these metrics is that they... read more
Why Human Intuition Still Matters in Marketing
There’s no doubt that data and data analysis are fundamentally changing the way marketing is practiced. Big data is one of the hottest topics in marketing circles today, and many... read more
Why Improving Performance Doesn’t Always Create More Value
In a recent post at the SiriusDecisions blog, Jeff Lash wrote about seeing an advertisement for a cell phone that boasted about the phone’s 215 hours of battery life between... read more
How Lead Development Reps Drive Higher Sales
Effective lead management is now an essential component of a high-performing B2B demand generation system. Broadly speaking, lead management refers to demand generation activities that begin when a potential buyer... read more
How to Win the Content Marketing Arms Race
Research by the Content Marketing Institute and MarketingProfs indicates that nine out of ten B2B companies are now using content marketing in some form. While I don’t believe that 90%... read more
Identifying the Questions Your Prospects Need to Answer
At the most basic level, successful B2B marketing and sales depend largely on having solid answers to four questions: Why do companies and businesspeople buy products or services like those... read more
Why You Need to Think Twice About Cold Calling
The effectiveness of cold calling as a lead generation tactic is still a much-debated topic in B2B marketing and sales circles. Many thought leaders and practitioners contend that cold calling... read more
Let’s End the Obsession with Marketing ROI
Periodically, I feel the urge to rant about the current obsession with marketing ROI. I say obsession, not because marketing ROI isn’t a very important measure of marketing performance, but... read more
Three Questions Your Content Marketing Plan Must Answer
It’s now abundantly clear that content marketing is a core marketing tactic for many companies. Research by the Content Marketing Institute suggests that nine out of ten B2B companies are... read more
How to Avoid Marketing Automation Failure
4I don’t write frequently about B2B marketing automation, primarily because there’s a wealth of information already available on the subject. The marketing automation vendors (Eloqua, Marketo, Pardot, and several others) do... read more
Think “Close and Deep” for Effective Demand Generation
1During the Cold War, US Army leaders in Europe faced a disconcerting situation. Their mission was to defend NATO members in the event of an attack by the Soviet-led Warsaw... read more
Why Content Marketing Is The Best Way To Build Your Brand
Howard Sewell with Spear Marketing recently published a blog post titled, “Has Content Marketing Made Branding Obsolete?” He argues that most B2B companies don’t need “branding.” Sewell writes, “If generating... read more
In Marketing, Measurability Doesn’t Necessarily Equal Effectiveness
I suspect that most of you have heard the story about the drunk man and the lamp post. One version goes like this: An inebriated man loses the keys to... read more
