Ben Cotton
Ideas on
The New GTM Playbook
in the Age of AI
Five Account-Based Marketing Lessons from Terminus
On a recent holiday to Naxos I read Account-Based Marketing for Dummies by Sangram Vajre. Vajre is best known for his work as Head of Marketing at Pardot, which was acquired by ExactTarget and then Salesforce.com and more recently as Co-Founder and CMO of Terminus Software, a leading account-based marketing (ABM) software.
The Rapid Rise of Bots and What It Means for Marketing
Bots are on the cusp of moving away from something that only existed in the realms of science fiction to becoming a reality. While we remain some time away from robots being in every home, bots or chatbots as they are also known are increasingly commonplace online. The rapid rise of marketing bots has given us much to think about.
Never Build a SaaS Sales Team with Just One Rep
If business leaders want to generate the growth that rockets their software as a service (SaaS) business to the next level, then at some point they will need to build a SaaS sales team. This is true whether they’re a new startup, have recently closed a Series A round or are about to go public.
Five Leadership Lessons from Sir Alex Ferguson
On a recent holiday to Santorini I read Leading by Sir Alex Ferguson. Ferguson, who is best known for his management of Manchester United knows what it takes to build a high performing team over a sustained period of time, having won a staggering 49 trophies in 38 years.
Five Product Lessons from Intercom
A couple of weeks ago I attended the European finale of Inside Intercom - the product event that will visit 12 cities around the globe. As its name suggests, the event, which is packed full of product lessons is organised by Intercom, a rapidly growing US customer communication platform with deep Irish roots.