Hi there,

I'm not entirely sure where September went.  After visiting four countries in four weeks my body clock got messed up, Christmas cards appeared in the shops and my kids started calling me "Mum".  But there's nothing like spending time with customers to inspire the business planning process - which many of us are now in, right?

A couple of conversations have stood out for me in September.  

  1. Goodbye funnel.  Hello flywheel.  The linear journey that buyers traditionally took is broken.  The flywheel is the endless journey that attracts and delights customers.  Check out this little video I recorded about how force, friction and weight will make/break a digitally driven business.

  2. Marketing and sales need to align to the buyer journey - not each other.  I'm lucky to sit across the two functions at Tribal Impact.  I see so much value when I talk to customers and we're small and agile enough to react with content.  When sales and marketing operate in complex silos, both are missing opportunities.

So, this month we're focusing on content alignment around the buyer journey.  There's lots of great blogs and articles to check out.  One highlight would be the 2018 Content Preferences Report - a superb research study around B2B buyer journey content.

Finally, a little piece of news worth celebrating.  Tribal Impact and our customer CA Technologies have been shortlisted for the International B2B Marketing Awards for best Employee Engagement Programme around advocacy.  We won't know the result until November but we're beyond excited to make the finals.  Time to dust off the posh frock!

Until next time,