Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Attribution in marketing gets a lot of attention—and rightly ...

Bringing any new product or service to the market is risky. A company can never be truly sure about how its customer base will react to the new launch, and any mistakes or oversights in the plan can ...

What does your current strategy look like? What’s working? What needs to change? If, like many, you’re relying almost exclusively on paid advertising, what would happen if that channel ceased to work?

Few phrases in business jargon are as simultaneously revered and vacuous as "go-to-market strategy" (GTM). A GTM strategy involves identifying your target market, crafting a value proposition, ...

What if I told you that the number 385 was the answer to building a solid go-to-market strategy? Stay with me. I'm Paul ...

Financial firms are in the midst of planning their 2024 marketing and sales strategies and are grappling with an increasing amount of new marketing technologies, engagement approaches and marketplace ...

Many companies adopt artificial intelligence tools only to find the traditional go-to-market (GTM) model collapsing. Sales and marketing leaders are overwhelmed by fragmented tools, processes, and ...

Reverse engineering — it is a concept embraced by the most astute marketers and the most forward-thinking customer experience professionals. This strategy demands we start at the end, focus on the ...

Sales and marketing teams in financial services have traditionally worked in their group silos focusing on separate issues. These kinds of activities would tend to reflect a focus on tactics rather ...