Peter Mollins on Marketing

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  • Free Marketing Plan Template

    Context for the Template This section describes how I generally think about a marketing model. Feel free to skip this section if you’d like to plunge directly into the marketing plan template. In this model, there are five elements. They  are: Let’s talk through each of these elements in a bit more detail. The MONEY…

  • Value > Cost + Risk + Effort

    “I showed the buyer why my solution was so valuable. We had clear, provable ROI. So, why didn’t they move forward?” That’s a pretty common hangup for marketers and sellers. We think that because we’ve demonstrated value the conversion to an SQL should happen. And that SQL should just keep on marching through to close.…

  • Using Internal Data for “Higher Intent”

    Stuck deals are everyone’s problem these days. Slow-moving, stalled opportunities that sellers can’t unlock. Internal politics, lack of perceived value, and prioritization are all major issues. An approach that go-to-market teams can turn to is to take the next step beyond “buyer intent” to “higher intent” data. Higher intent data is the intelligence that comes…

  • Marketing’s Awesome Sales Kickoff Deck

    Sales has wrapped up another quarter and it’s soon going to be time for a new quarter kickoff. What does marketing do for it? Well, if you’re a marketer running through a deck filled with self-backslaps, you’re doing it wrong.  Here’s a suggested framework for how you can make the greatest marketing Sales Kickoff deck.…

  • Succeeding by Partnering with Success

    Are you getting all you can from your Go-To-Market colleagues? Stop with the give, give, give. See what you can get from your relationships.  As I talked about on Monday, marketing, sales, and success should align to best contribute to the GTM flywheel. So, should you just stay in your lane? Of course not, as…

  • Get More from Your Sales Relationship

    Do you get anything from partnering with your Go to Market colleagues? Or is it just give, give, give? It’s time to start getting something back – other than the satisfaction of a job well done, of course! Let’s take a look at each team. We’ll walk through the GTM flywheel, starting with how marketing…

  • Marketing is Not Just Top of Funnel

    I love the fact that the most influential text in modern B2B marketing was an eBook. It was Marketo’s definitive guide to marketing automation, and it shaped how today’s marketing playbooks are built.  I don’t know for sure who all actually put fingers-to-keyboard on it (if you know, please comment below). But it was definitely…

  • The MONEY Model to Building a Marketing Plan

    My family has a passion for the performing arts. Seeing live theater, performing, and (in my case) helping in the concession stands at the local high school production.  In my county, there are several regional theaters that have top-notch local productions. Very gifted people perform and produce these shows. I’m very lucky to say that…

  • What is the Purpose of Marketing?

    Who Are You? What Do You Do?! A start-up I worked for had a massive sales opportunity with the US Postal Service. I got suited up and joined my CEO for an in-person sales call in Washington, DC. The meeting went well, and I had several hours to kill before my flight. So, I decided…

  • Why Share a Marketing Plan with the World?

    Writing a Letter, Starting a Plan When I was twelve, I watched a documentary on the island paradise of the Seychelles. This archipelago in the Indian Ocean is breathtaking. Filled with tropical birds, stunning waterfalls, lush vegetation, and rich traditions. I decided that I wanted to live somewhere on this island chain. But which particular…