The Modus Blog

Change is a constant in the selling environment. Change shows up externally with customer expectations, the marketplace and the competitive landscape. Internally, change shows up with new product launches, new …

Maximizing the Lift from Your ABM Program ABM is hard. It’s complicated. It has a lot of moving parts. ABM is scary. These are the words Todd Berkowitz used to …

At the Gartner Tech Growth and Innovation Conference, Christy Ferguson began her session on Optimizing Demand Generation with the statement that marketers love benchmarks. She quickly followed with “Benchmarks are …

Sales and marketing alignment brings about fabulous benefits, but execution of alignment is a whole different side of the strategy. How, after what may be many years of butting heads, …

On day 2 of the Gartner Marketing Symposium 2019, Brent Adamson spoke about the need to rethink customer engagement with a focus on buyer enablement. He talked about how the …

Brent Adamson kicked off the Gartner Marketing Symposium 2019 with the preface that the story he’s sharing isn’t a marketing story, but a buying story. We’ve all heard the adage …

B2B marketers invest heavily in crafting content that will engage buyers and help them progress toward making the decision to buy from your company. This is no easy feat for …

Next week, the Gartner Marketing Symposium arrives in sunny San Diego, California. This is one of the top marketing events of the year, bringing Gartner experts and hundreds of business …

A recent discussion I had with Jim Dickie may give sales and marketing directors a sense of relief - and the next action they need to take to meet their …

Amazon has been planting its roots in many different industries, and the largest U.S. online retailer doesn’t seem to be stopping anytime soon. Outside of the individual consumer market, Amazon …