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defeat the status quo by introducing unconsidered needs Articles Defeat Your Prospect’s Status Quo with Unconsidered Needs When acquiring new customers, salespeople assume their prospects will ultimately decide between their solution or a competitor’s solution. But the truth is, 60-80% of deals end in “no decision.” Prospects don’t see a compelling enough reason to change from their current situation, so they decide to do nothing at all. October 8, 2020 | Tim Riesterer
science of memorable marketing content Articles The Science of Unforgettable Marketing Content People act on what they remember, not what they forget. So, if you want your marketing content to inspire action, it must be memorable. This article dives into new scientific research that shows you how to make your content impossible to ignore. October 1, 2020 | Leslie Talbot
how to create an effective marketing message Articles How to Create a Consistently Effective Marketing Message An effective marketing message should do more than make a good first impression. To influence buying decisions, your message needs to make a lasting impression. The most effective marketing message connects to your buyer’s situation and their motivations within that situation. September 22, 2020 | Leslie Talbot
Articles Why is Most B2B Marketing So Forgettable? Your buyers interact with your marketing in one moment, but they make the decision to buy in the future. That means the messages and assets you create must stick in your buyer’s mind long enough to influence their purchase decision. Unfortunately, most marketers don’t believe their content is memorable or actionable. August 13, 2020 | Leslie Talbot
Articles Marketing is Moving Further Down the Sales Funnel Digital content and changing buyer preferences continue to push the role of marketing further down the sales funnel. It’s no longer enough to drive awareness or interest—you are now in the business of influencing buying decisions. But how do you influence those decisions with your marketing? August 6, 2020 | Leslie Talbot
Articles Proving the Power of Situational Enablement Situational Enablement has tremendous benefits for your organization. Imagine being able to ready your sales force to respond to urgent threats or opportunities in weeks, instead of waiting months. But realizing the power of Situational Sales Enablement requires a new approach to training and coaching your salespeople on new skills. And it hinges on what we call Inline Training—a flexible,… July 30, 2020 | Tim Riesterer
Articles The Necessity of Fluency Coaching One of the claimed strengths of the traditional classroom training and enablement events was the power of roleplay, or “stand and deliver” activities. But there’s another, more effective way for your reps to gain proficiency in newly learned skills: Fluency Coaching. In Situational Enablement programs, practice activities must be captured in video submissions that require practice and a level of… July 23, 2020 | Tim Riesterer
Articles Deficit Learning and the Rise of the Just-in-Time Situational Salesperson People are more willing to learn, and will learn best, when they’re in a deficit—a moment of need. This kind of learning is what I call, “Deficit Learning.” For example, do you remember the last time you had to change a flat tire? Chances are, it’s been many years. As a result, when it happens, you’ll probably need to refresh… July 16, 2020 | Tim Riesterer
Articles Three Examples of Situational Enablement in Action This article describes three examples of Situational Enablement in action. What is Situational Enablement? Situational Enablement programs are flexible and responsive sales enablement initiatives you can roll out to quickly address must-win business challenges and market opportunities. At the core of Situational Enablement is the integration of tailored messaging, content assets, and relevant skills training to respond in weeks (not… July 14, 2020 | Tim Riesterer

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Buyer Psychology
Customer Acquisition
Customer Expansion
Executive Conversations
Memorable Marketing
Messaging
Personalization
Remote Selling
Sales Enablement
Sales Kickoffs
Situational Enablement
Virtual Training