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This blog has covered quite a range of topics lately. Important marketing attributes, skills, practices and trends…from ABM, MDF, *insert other acronym here* to Buyer’s Journey, SEO and MarTech. You’ve patiently stuck with me as I have likened the relationship between sales and marketing to Love Island (yes, I know…it was tenuous), discussed the marketing parallels with the amount of spray tan used on Strictly (ok, this one may have been more of a stretch)…so you may be pleased that I am going to dedicate this week’s Sherpa blog to something extremely serious and very important…Game. Of. Thrones.

You would have to be living in a cave if you hadn’t heard of Game of Thrones and if you are in the minority that aren’t counting down the days, hours and minutes until the Season 8 premiere on the 14^th April, then this blog might not be for you (in fact there may be spoilers if you are planning on watching the earlier series!). But then again, I actually want to focus less on the storyline and more on the marketing behind GOT (yes it even has an acronym, so sits well with us marketeers) and what we could learn from it. So here goes…  Read More

We have spoken a lot about MarTech lately…how there are currently 7000 differently applications on the market, but this is expected to increase to 9000 in the next two years…how integration is causing numerous headaches as getting these 7000 apps talking to each other is more than a challenge…how many companies end up with a Frankenstack – a series of siloed solutions. However, if you can get to a point where you are looking to make an investment what are the questions you should be asking your MarTech provider? Knowing the right questions to ask your MarTech provider is integral to narrowing down your choices. And with thousands of solutions out there, you need to narrow them down. If you’re not quite at that step yet and need some tips on how to tame your Frankenstack, then look no further – we have put together 5 top tips for taming a monstrous MarTech stack – otherwise, keep reading to find out what questions to you should be asking to take the next step as a buyer to build a technology stack for exceptional ABM.   Read More

Asset signed off, emails built, work flows created, social posts scheduled, paid traffic poised…publish. Now for the results to pour in. Right? Refreshes campaign results…again…and again…and again. Where is everybody? We’ve all been there.

No matter how much preparation and planning go in to the build phase, no campaign is ever going to be perfect from the get go. The key is understanding how people are interacting with the campaign and how it needs to be optimised to gain more traction and enhance performance. A campaign is like a living organism – it will often die if left untended, but with nurture and careful input it will often adapt to its optimum environment and flourish with great results.   Read More

At Sherpa our ABM and Channel ABM work finds us more & more likely to be dealing with our Client sales teams, working alongside field sales teams to deliver new revenue opportunities. It’s a challenging environment and day in day out we hear all sorts of objections.

“I don’t have the budget, the time, the resource, the inclination to hear what you’ve got to say…”. How many sales people hear this sort of response from prospects every day? It’s probably the most standard response from those on the receiving end of a sales call. In fact, I will admit to using it myself. However, how do you turn this objection in to an opportunity to extract more information and turn the prospect in to a lead?

Chris Orlab, Senior Director at Gong.io, recently wrote an excellent blog on just this. Using data from 3million recorded calls and 67,149 sales meetings, Gong identified some key trends and techniques that were used by their top performing sales people. So, we thought we would share them…  Read More