5 New B2B Sales and Marketing Strategies

B2B Sales and Marketing leaders should evaluate adopting these 5 new B2B strategies to achieve their goals:


The Challengerâ„¢ marketing model challenges the traditional model to align marketing and sales, creating a collaborative marketing and sales strategy that creates a cohesive and smooth customer journey without a marketing and sales disconnect.

The Challengerâ„¢ model incorporates both marketing and sales teams to enhance the efforts of both teams and provide insights at all touch points, both human and digital. Building a cohesive strategy between the two teams not only helps generate qualified leads, but moves customers through the buyer stages resulting in brand loyalty and increased revenue.


We all know communication is key for bettering any relationship in your life; that stands true while communicating with your marketing and sales team. Consistent communication between these two teams is necessary to not only generate quality leads, but to deliver valuable insights along a buyer’s journey.

“No matter how the CRM industry evolves, getting the sales and marketing teams to synergize is goal number one. Every success grows from their collaboration and free exchange of ideas, because you can’t serve the customer right when your best people are working blind.”

Marshall Lager

Encouraging lead alignment sessions around the customer journey with marketing and sales leaders will help generate high-quality leads and maximize revenue growth.


The most effective way to integrate marketing and sales teams is to leverage platforms that connects marketing leads with sales opportunities. More specifically, a platform that captures marketing leads by campaign source and then seamlessly scores, qualifies and alerts the appropriate business development representative. By integrating and configuring your marketing automation and CRM platforms, marketing and sales teams can deliver on the customer experience at every touch point along the way.


When B2B sales and marketing strategies are in alignment with the customer’s expectations as they go through the buyer journey, there’s a greater volume of quality leads that will make their way from awareness to purchase.

However, when there’s a gap between these teams, there’s a disconnect and usually results in lost revenue. For example, “Leads that come from online marketing materials close about 25% of the time, and leads that come in from sales – without the help of marketing – close at a rate of 1.5%”. When the traditional sales funnel is swapped with a sales and marketing buyer journey, there’s room to improve sales ready leads.


Without clearly defined and shared goals, alignment is challenging at best. It takes a commitment to collaboration, defining common goals and it takes hard work.

Begin with how you will define and measure:

  • Scoring inbound leads
  • Marketing qualified leads (MQLs)
  • Sequencing of human and digital touch points
  • Service levels for responding to leads
  • Marketing contribution to closed won opportunities

Understanding the shifts in the buyer journey and how to adapt B2B sales and marketing strategies are critical to evolving in our world of constant disruption.

Two Key Questions Before Renovating Your Kitchen

There is a reason why so many parties gravitate to the kitchen. It is the warmest room in the home, figuratively speaking; the place where everyone feels relaxed, welcomed and chatty.

As warm and welcoming as they may be, kitchens are also often the first room to really date the house. Cabinets, counter-tops, fixtures and appliances have traditionally been among those major household expenditures that can become visibly dated because of changing styles. Avocado appliances or vinyl veneer cupboards can define a home’s age almost to the month. In renovating a dated kitchen there are two key questions you should ask before you begin anything:

1. Am I renovating this kitchen for my pleasure, to fulfill all my senses through cooking and socializing for many years to come?; or

2. Am I renovating this kitchen with an eye to the resale value of my home?
In either case, you will want to utilize the best quality products you can afford, creating the finest kitchen with reliable appliances, thoughtfully laid-out cabinets, and flooring, window-coverings and counter-tops that are both efficient and pleasing to the eye.

Beyond these basics, there are a few things to consider.
If your renovation is really about making your kitchen a destination and a retreat for yourself, your family and friends for many years to come, you can let your imagination run free. Without worrying about what potential future buyers might think, you can use favorite colors, textures and styles.

A dazzling back-splash can set the tone for the entire room and make a statement about the kind of family you are. An unorthodox lighting scheme can make a stunning impression. Quartz counter-tops that pop to the eye can be a joy in your life as long as you live in the house.

The greatest advantage of doing this renovation “just for you” is making your kitchen as practical as possible based on the reasons you use it most. If your vision for your kitchen is really to host a social scene, raise the counters to make room for high stools around the perimeter of the room. Turn the kitchen into a stage for your culinary performances.

If you routinely cook for a crowd, incorporating special appliances like a stand-alone steamer or indoor grill can be worth the effort. If a member of your family has a bum knee, the entire configuration of the cabinets can be aligned to put the items at appropriate heights, leaving the lower sections for rarely used larger items or for drawers that do not require getting on hands and knees. When you are renovating your kitchen for your own needs, anything goes.

Think about your needs – your real needs, not the needs of the ideal Mario Batali you of your gourmet daydreams – and discuss it with your designer.

Your plans should be a little different if you expect to be selling your home during the lifespan of your kitchen. The basics should remain the same. You still want to use quality products and the best appliances and fixtures you can afford (they’ll pay for themselves in the resale). The difference is that you want to keep an eye toward what an “average” homeowner would want. Go with less splashy colors, textures and styles in selecting the components that are expensive to replace, like counter-tops and cabinets. If you want to make a statement, do it with window-coverings or lighting, which can be easily replaced if the next owner doesn’t share your exquisite style sense.

Asking the question “Who is this renovation for?” is the necessary first step in the process of re-doing your kitchen. There are a great many questions that follow in this exciting project, but this is the initial step to determine the big-picture plan.

For answers to all the questions you have, RodRozen Designs, an interior design company based in Vancouver, BC is here with advice on every aspect of your interior design, renovations, construction and custom services including window-coverings, draperies, furniture, mill-work and bedding.

A Bird’s Eye View on Business and Consulting Logo Design

A visionary image displaying not only professionalism but also corresponding with onlookers about a client’s immediate product within a span of seconds. The ability for the image to communicate in black and white along with visible typography, would demonstrate how concrete and effective that specific organization is in values and trust. Most clients would watch out for business with experience as it’s understood that the more number of years spent in a specific market would equal to better service, understanding and deliverance of clients’ needs and prerequisites.

Confusing Images

With time and current trends most designers tend to incorporate abstract images without giving it a fair bit of thought. Interestingly, the clients also agree to the trend being instilled, thinking it would have a greater reach especially for a business and consulting logo design. A risk nevertheless isn’t appropriate for a startup, or that of an existing company as it may either inflict success or failure without notice. It is however with professional logo design companies a policy to have a contingency plan, that which would help experiment with a futuristic goal of knowing which image corresponds accurately. The use of normal images as per the company’s motto or vision is far more successful with a better corresponding drive than that of an abstract that could either be confusing or enlightening at the same time.

Diligence – Logo

A dry run for the logo could limit the possibilities of failure by a certain margin or draw losses or gains for a certain period of time. A designer can only advise as to how a business and consulting logo design could be, the ultimate choice however is with the head of the organization. If the logo can survive for a month in black and white on a banner to that of a business card, then in color and especially in the long run it could not only prove its worth as a remarkable logo design but also have an increased life span till its renewal.

Existing POA

A plan of action as mulled over with the client at the time of envisioning the actual logo, is always proportionate to the life span and cost involved for the design. However most organizations would tend to stick to the first POA (plan of action) and wouldn’t want to amend or add additional costs keeping in mind that a strict budget is to be followed. Nevertheless, designers constructing an image would always send more than 5 or 8 logos to the client to choose from. It’s not about alternatives, it’s more about making the right economical, cost effective choice. The business and consulting logo design image after finalization would then remain as the ‘ultimate identity’ for the organization, hence it is imperative for the client to choose wisely, just as it is for the designer to design intellectually.