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Go-to-Market Strategy

The VAR-to-MSP shift: It’s time to eat egg salad

It was once trendy to say “VARs are becoming MSPs.” Around 2015, it looked true. But most VARs never really made the jump. The ones that did thrive—but they are the exception, not the rule. Instead of convergence, it’s time to embrace divergence.

Article

Brand-to-Demand Marketing

How GenAI is changing B2B buying dynamics (and why GEO is now key)

AI is shifting how B2B buyers get answers to key buying questions, consider potential providers, and conduct research.

Whitepaper

Marketing Analytics & Data

Measuring marketing’s effectiveness

The pressure to measure marketing’s success is on. So, how do marketing and analytics teams truly answer “what’s really working & what’s not?” This whitepaper solves the CMO imperative of proving profitability and measuring marketing effectiveness.

Whitepaper

Marketing Analytics & Data

5 areas where CMOs struggle in measuring ROI and where to focus

Despite a progression of technology, methods, and practices, we see 5 key challenges for CMOs driving and measuring ROI over the next decade. Download the whitepaper for an in-depth review of these 5 challenges.

Whitepaper

Marketing Analytics & Data

The next decade of Medicare Advantage: 2025 and beyond

Learn how the next decade will reward Medicare Advantage leaders who embrace agility, analytics, and a member-first approach.

Resource

Go-to-Market Strategy

2025 B2B sales benchmarks

Uncover what sets high-growth B2B SaaS sales teams apart, with insights into strategies, budgets, and go-to-market challenges.

Article

Marketing Analytics & Data

Exciting new MEP (Marketing Effectiveness Platform) features

Discover the latest Marketing Effectiveness Platform features with enhanced data integration, insights, and user-friendly tools!

Article

Marketing Analytics & Data

Introducing Integrated Testing-Mix-Attribution

The article outlines how Integrated Testing and Mix Attribution improve marketing strategies by combining real-time testing with historical data analysis. This approach helps businesses optimize performance, refine decision-making, and balance short-term gains with long-term goals.

Whitepaper

Go-to-Market Strategy

Enabling marketing innovation in highly regulated industries

This whitepaper explores the concept of an Innovation Lab, a dedicated platform where new, potentially significant marketing concepts and approaches are ideated and evaluated—then quickly developed, tested, analyzed, and quantified for expansion at scale.

Article

Go-to-Market Strategy

Survey pricing methodologies: Gabor-Granger vs. Van Westendorp

Compare Gabor-Granger and Van Westendorp in this survey pricing guide to find the best method for setting optimal price points.

Article

Marketing Analytics & Data

Marketing mix modeling example

Explore our comprehensive marketing mix modeling example to understand how various channels and factors impact business outcomes.

Article

Marketing Analytics & Data

How does multi touch attribution work?

How does multi-touch attribution work? Discover how MTA assigns value to every customer interaction to improve marketing effectiveness.

Go-to-Market Glossary

With over 25 years of experience helping Fortune 1000 clients solve the toughest B2C and B2B marketing and sales challenges, we know Go-to-Market®. We created the definitive glossary of go-to-market terms to help your organization get on the same page, whether you work in revenue operations, marketing, sales, product, or customer success. Driving actual growth requires alignment across the organization—and being clear on terms is the first step.

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Featured

The VAR-to-MSP shift: It’s time to eat egg salad

How GenAI is changing B2B buying dynamics (and why GEO is now key)

Measuring marketing’s effectiveness

5 areas where CMOs struggle in measuring ROI and where to focus

The next decade of Medicare Advantage: 2025 and beyond

2025 B2B sales benchmarks

Exciting new MEP (Marketing Effectiveness Platform) features

Introducing Integrated Testing-Mix-Attribution

Enabling marketing innovation in highly regulated industries

Survey pricing methodologies: Gabor-Granger vs. Van Westendorp

Marketing mix modeling example

How does multi touch attribution work?

Go-to-Market Glossary

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