ICPs alone fall short. Pair them with personas to create clearer targeting, sharper messaging and better performance across your martech stack. Stephanie Miller on December 12, 2025 Many B2B marketers build strong ideal customer profiles (ICPs), but an ICP alone can’t explain why individual buyers act. To create targeted campaigns that convert, you need … Continue reading Stronger targeting starts with aligned personas and ICPs
At the MarTech Conference, we discussed why alignment, culture and data standards — not tools alone — determine success. MarTechBot on September 29, 2025 At the September 2025 MarTech Conference, Jessica Kao, director of B2B GTM transformation advisory at Adobe, moderated a powerhouse panel on one of the hardest questions facing enterprises today: How … Continue reading How to get your organization aligned for the AI age
Supply chain uncertainty requires marketing, sales and operations to align despite differing goals and incentives. William Terdoslavich on August 2, 2022 Online shopping is like magic to the customer. Click on a few links, and the purchased item appears on your doorstep in a day or two — thanks to the supply chain. For … Continue reading Managing the unpredictable: Getting marketing, sales and operations aligned
Dave Brock — January 12, 2017 Follow @davidabrock— January 12, 2017 Not long ago, I spoke with a frustrated CEO. His company was doing OK, but somehow not meeting his expectations . Like many companies, thee customers needs were changing quite profoundly. They were rapidly shifting their solution offerings to match customer needs and to … Continue reading Are Your Sales Metrics Aligned With Your Business Strategy?
