Executive summary: Most B2B marketing budgets are lists of activities that stop producing the moment the invoice stops, which is why marketing rebuilds the same awareness every January instead of compounding what last year already paid for. The alternative is to run the budget as an asset portfolio: separate attributable spend from infrastructure, concentrate 60 […] Read More

Executive summary: Price is the most powerful profit lever most B2B companies own and the one they manage least deliberately. A one percent price improvement on a business earning ten percent margins raises operating profit by ten percent, with no additional volume, capacity, or cost. Yet most industrial companies still price from cost plus a […] Read More

The Strategic Account Myth: When Customer Retention Destroys Enterprise Value Todd’s Takeaway The word “strategic” has become the most expensive euphemism in corporate America. It is the word sales teams use to protect accounts they should have exited three years ago. It is the word account managers use to justify compensation tied to relationships that […] Read More

Your Top 50 Accounts Spend $300 Million in Your Category. You Get $80 Million of It. Your Sales Team Is Chasing New Logos. Your sales VP just walked into the QBR with the quarterly trophy for the biggest new logo win. Applause. Steak dinner. A 90-second video montage played at the national sales meeting. Meanwhile, […] Read More