The Gradient Works Blog

everything is on fire

Marketing in a time of crisis

1/13/21 9:14 AM

2021 has been a year, huh? Just two weeks into this promising new year, and somehow it’s gotten off to an even worse start than last year.

We’re living through a time of “unprecedented turmoil” (a phrase I read about once a week in the news). There’s a lot going on, like the out-of-control pandemic, an attempted coup, and rampant systemic racism, not to mention a thousand other things. It can be hard to focus on something like selling B2B software during times of global crisis.

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2021 resolutions

Thinking about 2021 revenue resolutions as OKRs

1/6/21 9:30 AM

Let's talk about new year's resolutions. Resolutions are things you want to change or do better. Especially this year, right? With so much out of our control right now, new year's resolutions seem to take on added importance in 2021. They're something we can control. 

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Fit, timing and how systems drive sales productivity

12/30/20 9:01 AM

It’s common in revenue organizations to look at an unproductive rep and blame them for “not putting in the effort” or “not following the process”. While that can be the case, it’s worth pausing to ask yourself if you’ve orchestrated a system that enables reps to be effective.

In this post I’m going to take you through a framework for evaluating where opportunity lies for reps, identify some reasons that reps aren’t able to maximize that opportunity, and then provide some suggestions on how to improve. Sound good? Let’s go!

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marketing spelled out in scrabble tiles

What is marketing when you don't even have a product yet?

12/29/20 1:17 PM

Marketing at an early-stage, pre-product company looks a lot different than it does at more mature company with a product. When no one is selling anything yet, marketing's role is to build a foundation for the company's future efforts - launching the first product, recruiting employees, attracting customers.

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silos: good for storing grain, not good for account based marketing

Account based marketing is more than just marketing

12/16/20 11:09 AM

ABM is more than just marketing. Really, "account based marketing" is a bad name for it - it should be called "account based everything." Because, to actually be successful, ABM requires coordination between marketing, sales, account management, and customer success. Account based marketing is way more than just marketing. 

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