Samantha Stone: The Making of a Champion
In most organizations, the primary purchasing role of C-level executives is signaling that a need exists, and then stepping back so that the team can ask tough questions and develop a business justification. Champions work to drive change for the benefit of the...
Babette Ten Haken: Demand Gen Content Must Recognize The Many Voices In a Buying Decision
For demand generation content to reach and influence a team of decision makers, it must tell stories relevant to the interests and perspectives of people involved in the decision. Answer tough questions often and early. Avoiding those issues only serves to fuel...
Tim Riesterer: Find Your Disruptive Story
To defeat status quo thinking, you must move beyond “voice of the customer” research. Unconsidered needs must prove the argument you make about the high cost of not making a change; map these needs directly to valuable capabilities of your solution. Introduce...
David Rogelberg: Tearing Down the Status Quo
People work hard to avoid instability and risk. You must convince them that not all risk is bad, that some change can produce amazing results. To increase the likelihood of overturning the status quo, work to facilitate communication among those who push for change...
Angoss: Text Analytics – 28 Experts Share How to Achieve Business Value
The book includes insights from the following experts: Alessandro Zanasi, Zanasi & Partners, Advisor in Security Research Alexy Khrabrov, Nitro Inc., Chief Scientist Bill Sheldon, MarketBridge, SVP Sales Solutions Daniel Angus, The...
Pam Boiros: Create, Identify, and Enable Mobilizers
To create mobilizers, marketers must give those people the information they need to fulfill the role. Winning over a mobilizer is essential to a successful sale, but the information you use to win that person over is the same information the rest of the decision...
Luis Brown: Frameworks Need to Adapt
Frameworks tell you what you need to be secure, but they don’t tell you how to secure your system. Organizations implementing a framework should contract with a consultant who can come in, audit the systems, look at the data, and recommend the kinds of controls they...
Jayesh Patel: Security Frameworks Require a Focused, Dedicated Approach
Security frameworks should always be aligned with the business, particularly when an organization is working with limited resources. To be effective, the controls have to be actively integrated and used in the IT environment. They must become an important part of the...
Arlie Hartman: Applying a Security Framework to a Changing Infrastructure
Business value comes from using the framework to demonstrate that you are doing due diligence in a way that can be measured and that drives trust, and trust drives business. Many factors can be considered with a framework, including weighing risk against the cost of...
Oren Ben Shalom: Security Frameworks Require High-Level Collaboration
High-level internal collaboration is necessary for a business to successfully adopt a security framework. The work of improving your security is never done. A CISO must always stay up to date on new threats. “When you have a structure that says the CEO is responsible...
