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About

Product and Service Market Development

Publishing: I help senior B2B buyers find the actionable information and guidance they need to purchase complex IT solutions, enabling them to achieve their business objectives - follow @dhdeans for updates.

Consulting: As a trusted adviser, I provide market intelligence and analysis to help my client's CMO, CSO or CRO answer the "so what" questions that customers have about their offerings. I enable B2B marketers to craft a distinctive brand voice and thought leadership narrative -- so they become remarkable and influential opinion leaders.

Hello, and Welcome

I welcome you to Digital Polymath magazine and invite you to contact me if you have questions or comments.


David H. Deans | GeoActive Group
Managing Editor and Publisher

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Buyer Enablement: Digital Transformation Evolution

Digital innovation timelines will double, according to Gartner's latest predictions. Through 2021, digital transformation initiatives will take large traditional enterprises, on average, twice as long and cost twice as much as anticipated.

Large organizations will struggle with digital innovation as they recognize the challenges of information technology (IT) modernization. That said, the enterprise leaders' challenge can also translate into an opportunity for qualified IT vendors that offer help and support.
Buying a Digital Solution is Complicated Given the potential for new upside opportunities, more IT vendors will be focused on revenue growth in 2020. Last year, many incumbent IT vendors continued to harvest revenue from their vast installed base. Looking forward, however, some will need to raise the bar of expectations.

Goal: reach and engage 'new contacts' at existing customers, and net-new clients.
However, the IT Infrastructure market has changed. The buying …

The Yin-Yang of Marketing Innovation

The goal of many organizations is to become more customer-centric, so it should come as no surprise that marketing is being tasked to generate substantive digital growth via meaningful innovation. Moreover, creating improved customer experiences tops the list of corporate goals for marketing-driven innovation efforts.

The possibilities for enhancing the B2B customer experience are vast, but the path to progress is problematic. Let's explore the available evidence.

According to the latest research insights from Gartner, marketers need to focus more on the few high-potential ideas that can really show value for the customer and the rest of the business. They must also raise the profile of the marketing organization as a key innovation partner.
Marketing Innovation Investments Some Chief Marketing Officers (CMOs) have embraced the challenge and are committing financial resources and staff headcount to help drive successful 'digital growth' initiatives. Marketing budgets show …

Demand for Hybrid Sales and Marketing Skills

How do we sell our complex solutions to increasingly demanding customers in order to meet rising organizational growth goals?” -- That's the question that Gartner considered in its recent market study that explored the key challenges they hear most often from chief sales officer (CSO) clients.

Gartner's latest research demonstrates the IT industry buying reality. As business-to-business (B2B) buying behavior continues to change, the traditional IT vendor go-to-market approach will fail to meet expectations.

Therefore, Garner analysts now believe that for CSOs to deliver constant revenue growth, they can’t simply improve their traditional selling skills from a bygone era. They have to evolve and adapt into multiskilled generalists that demonstrate their business and technology acumen.
Deep Analysis of The B2B Buyer's Journey Meanwhile, as IT vendor content marketing capabilities grow, they produce more information resources than ever before. Yet, buyers are overwhelmed by…