🚀 Balancing brand awareness and acquisition is crucial for sustained growth—especially when it comes to managing focus, resources, and time investment. If you over-rotate on closing the deal, you risk missing out on building the awareness needed to maintain a healthy pipeline down the road.
Brand investment helps get you on the short list early, generating those vital signals of interest. When you ignore this, you lose the chance to educate and engage your audience—leaving the door wide open for your competition.
The right balance means nurturing long-term brand equity and focusing on those high-intent, end-of-funnel opportunities. It’s the difference between scrambling for short-term wins and setting your sales team up for success month after month.
🎧 Checkout the full episode to learn more about how you can optimize activity across your funnel, tailored for buying teams.
Terry Flaherty is a senior marketing executive with a passion for sales and marketing integration through effective demand generation. His background includes more than 15 years of experience delivering enterprise-level software solutions, including business process management (BPM), IT infrastructure management, business intelligence, and application development.
Check out Terry’s first episode on Growth Driver:
https://www.growthdrivershow.com/mqls-are-out-buying-groups-are-in-with-terry-flaherty/
Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.
Check out Kerry’s first episode on Growth Driver:
https://www.growthdrivershow.com/how-b2b-buyer-behavior-has-changed-with-kerry-cunningham/
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