Breakfast Club: Go-to-Market with Paul Wiefels and Andy Cunningham

By one estimate, there are approximately 4,000 marketing technology companies around the globe. If you attended any marketing conferences last year, you know that there are more marketing applications, more channels, more “transformational” processes, and a LOT more promises than ever before. But is more, better?  Has the science of marketing now diminished or obscured the art? For example, is marketing automation really effective and worth the investment? Which metrics really matter? Does more content mean more sales and is traditional PR dead or dying? Despite all the hoopla, why do marketing and sales still seem to operate at differing “frequencies” and what can be done to fix it? Marketing gurus Paul Wiefels and Andy Cunningham team up to discuss marketing trends and strategies for the times ahead; the good, bad and ugly of today’s tools and tactics; and other subjects they see as critical to today’s marketing leaders and practitioners.

Cunningham helped Steve Jobs launch the Macintosh in 1984. She now runs Cunningham Collective, a marketing and communication strategy firm in San Francisco helping clients with traction, transition and turnarounds. She is the author of Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition.

Wiefels, an Apple veteran, collaborated on many of Apple’s most iconic marketing campaigns. He is currently managing director of Chasm Group, a company he co-founded with Geoffrey Moore originally to help companies “cross the chasm” from breakthrough ideas to market-leading reality. He is the author of The Chasm Companion: Implementing Effective Marketing Strategies for High-Tech Companies.

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