Recently I attended a workshop given by Prof Malcolm McDonald from Cranfield University. It was a day full of useful advice and a call to arms for marketeers to be more professional: 

  • Measure, calculate and segment.  
  • Prove your marketing plans through proper financial forecasting.  

All great advice, but for me and the most important reminder the Professor gave me was how great companies align themselves to their key clients. They become integral in the decision making and processes of those clients.  

To achieve this we in sales and marketing must be curious. Curiosity must be at the heart of what we do.

Only by asking questions, discovering pain points, being engaged and interested will we solve problems for our clients.

As the post quoted below states: content marketing, social selling and all the other ways we like to package the way our influence all feed from curiosity and a passion to learn more.