Cracking the Unwritten Rules of Marketing Leadership Advancement
You’ve delivered results. You’ve built strong campaigns. Your peers see you as a leader. But when the Marketing Director or VP role opened up, you weren’t the one promoted.
If you’ve been here before, you know the sting — and the confusion. According to John Beeson’s Harvard Business Review article “Why You Didn’t Get That Promotion,” the leap into senior leadership isn’t only about your performance today. It’s about how decision-makers perceive your readiness for tomorrow — based on a mix of unwritten rules, non-negotiable factors, and deselection factors that can quietly block your path.
How to Make Smarter Product Portfolio Decisions Through Rationalization
Most B2B businesses are proud of the products or services they’ve built. But over time, even great companies can find themselves offering too much—too many products, too many versions, and with companies with configured products, too much complexity. That’s when it may be time for product rationalization.
From Risky Claims to Trusted Proof: How to Avoid the Most Common Pitfalls
In this final part of our claims series, we explore the pitfalls that can undermine even your strongest statements, and how to avoid them. From vague language and overpromising to regulatory missteps, this is your guide to de-risking your claims without dulling their impact.
From One-Off Claims to Strategic Assets: How to Build a Claims Portfolio
If you’ve ever spent time to develop copy for product brochures or build a sales presentation deck and struggled to explain why your solution matters or the Reasons to Believe (RTBs) in the benefits your solution provides—chances are you don’t have a claims portfolio.
We’re going to go deeper and share the basics on how to build a claims portfolio that works as a strategic advantage, not just a set of disjointed bullet points.
Claims Demystified: The Strategic Power of Proof in B2B Marketing
In this first article of our three-part series, we’ll break down what claims really are, why they matter far beyond the marketing department, and the different types of claims that should be a part of every marketer’s toolbox.