At the start of my marketing career, I managed two small email lists — one for my beauty blog and another for a literary magazine — and this experience was my first ample glimpse into growing a business. This email...

Being a marketer in today’s landscape is equal parts exciting and terrifying, am I right? But a marketing audit has never been more crucial. The competition is fierce, and with AI on the horizon, it’s difficult to tell what the...

Most sales training programs fail—not because of the content, but because of their inability to drive long-term behavioral change in sales teams. The Hidden Flaws in Sales Training Programs Too few sales organizations don’t provide ongoing training and professional development....

As a marketing consultant, I work on client accounts and ensure their marketing is working (i.e., making money for the business). To gauge marketing success, I particularly like two benchmarks: the cost per lead benchmark (CPL) and the customer acquisition...

By Sarah Threet, Marketing Consultant with Heinz Marketing  B2B marketers often struggle with defining an Ideal Customer Profile (ICP) that is precise enough to drive meaningful engagement and revenue. Heinz Marketing’s recent Predictable Pipeline Benchmarking analysis reveals that, on average,...

If you’ve seen the award-winning HBO show “Succession,” you know how dramatic and challenging it can be to adequately succession plan for the next generation of business leaders. I’ve personally worked at companies that took succession planning seriously, and those...

If, like me, you’ve worked in marketing for a long time, then the four Ps of marketing might seem like a throwback. They are a bit, but I’ve worked in marketing for over a decade now, and some things never...

As a marketer, I often find myself sitting down at my desk with a calculator to do some basic math. And most of the time, I’m in a kerfuffle with three acronyms: TAM SAM SOM. Calculating your total addressable market...