The traditional approach of tossing over MQLs from marketing to sales is no longer enough to optimize performance and accelerate the sales cycle. This outdated strategy often results in time and money wasted on leads that never convert to customers. The key to success in today's digitally-driven B2B landscape is for sales and marketing to collaborate on a comprehensive set of marketing motions and sales plays throughout the entire funnel. Through this partnership, organizations can increase efficiency and drive more revenue.

As a woman in leadership today, I feel a personal responsibility to do everything I can to help change the working norms that moms – and all women – deserve. Women in leadership must raise our voices to implement and model more human-centric ways of working that gives us all the space and support we deserve to be present with our families and in whatever fulfills us in life.

After many years of witnessing the lack of inclusion, diversity and representation in the fashion industry, our project manager Ashley created and launched Excluded Fashion, a media company dedicated to creating content for women to easily shop from brands specifically tailored to their unique body types.

In the B2B marketplace, 95% of customers will look at your online content in the days, weeks, and months before they’re ready to make a purchase. What are you offering to keep them engaged, informed, and willing to return to your ecosystem when it’s time to buy?

Read on to discover five signs that it’s time to re-think your ecosystem

If it’s not tied to your business goals, driven by customer needs, and informed by metadata, it’s guaranteed to fail.

Today’s marketers seek cost-effective ways to impact the bottom line despite decreasing budgets. Meanwhile, B2B consumers are making most of their purchasing decisions online. That’s why having a solid content strategy that informs and builds trust with your customer is one of the most effective ways to increase interest in your product or service and move prospects through your pipeline faster.

Infinite Edge Consulting launches Future Ready CMO Academy

Psychological Safety is vital for both innovation and growth. Marketing organizations are riding continuous waves of change in market dynamics, customer preference, media complexity and competition, technology and product. Staying abreast of this level of innovation requires that the organization is continuously learning, testing and adapting. Psychological safety is key for teams to navigate these waves of change and thrive. Here you will learn some of the top ways to create psychological safety in the workplace.

How has your company’s reputation weathered the storms of the past couple of years? Chances are, you’ve had to make some tough calls that may or may not have been popular with your employees, customers, or other key stakeholders. During this recovery time, it’s important to take a good hard look at what you think your company and your brand stand for. Then, compare that to what your customers and potential customers think you stand for. All too often, there’s a disconnect. And that’s where trust is lost.

Having the right marketers onboard is essential and having a system to connect them in a seamless working structure elevates their value and effectiveness. A well-structured Project Management Office can eliminate the most common headaches for teams and foster an environment where people thrive, customers are happy, and marketing is ready for anything.

The last two years have seen both employees and employers thrust head-first into unknown territory as they've grappled with the realities of fully remote and hybrid working environments. The shift has impacted everything from organizational culture to real estate, and it's here to stay. While the arrival of COVID-19 was an abrupt and unwelcomed forcing function, leading to the reinvention of work as we know it, the virus was a mere accelerator of what was already inevitable - the death of the five-day in-office work week.

To achieve scale-up status, startups must demonstrate that they are robust, able to survive challenging conditions, and sustain high growth. In our work with founders, CEOs, and investors, we’re often asked what we see as the top priorities for marketing to increase the odds of successful scale-up. Instead of telling our clients what their top priorities should be, we challenge them with priority questions.

Driven by cybercrime’s increasing scale and severity, technologies that help form a Zero Trust platform are in high demand. As we marketers navigate the intricacies of this cybersecurity discipline, the question that arises is:” What are the best practices when claiming to provide a Zero Trust security solution, and how to do so with integrity?”

This would be an inside job. We’d work from within the company, embedded in their organization to turn a reactive marketing process into an integrated, multi-team-driven marketing machine, while accelerating B2b sales.

CEOs often find themselves in the difficult position of needing to move the needle on results, while waiting for their marketing organization to take off. An interim CMO might be just what you need.

Using acknowledgement effectively is a learned process, not a skill most of us were taught. Those who consciously choose to cultivate the skill are tapping into a powerful way to reinforce a growth mindset and drive sustained momentum towards collective goals.

If customers sense that you care less about them and more about closing the sale, they will bounce. Take the Infinite Edge Brand Trust Assessment and learn how to tend your intentional trust.

Research shows that as fear grew—as businesses closed doors, reduced staff, slowed down processes, etc.— trust in brands began to falter.

Amidst all the loss, chaos, and discomfort, I’ve found inspiration in my belief that marketers are key to leading positive change, and building a more equitable, just world.

Santa! Everyone loves the idea of him, right? Everyone likes the presents he brings, the stories he tells, the jingle of reindeer bells, the giggle of elves. But we’re not sure everyone actually trusts him.