Have you ever read a teleprompter to deliver a speech?
If you never have, it can be a little daunting at first. But once you master the techniques, it’s a breeze.
Having helped hundreds of executives at all levels create and deliver high-stakes presentations over 35+ years, we’ve boiled it down to 3 basic pointers that can help you if you’re a first-timer.
Tariffs may drive the price change, but your people drive the message.
Navigating tariffs and rising costs requires a pricing strategy that balances cost recovery with demand elasticity, competitive positioning and customer equity. And while most people understand that tariffs cause prices to rise, some may question whether your increases are appropriate.
So, before you announce any changes, make sure your frontline team is aligned and equipped to manage risk and build customer trust.
It wasn’t long ago that experiential marketing was a novelty. No more…according to the data.
It’s now a rapidly growing phenomenon. Businesses of all kinds are investing in customer collaboration centers, immersive conference experiences, experiential road shows and VR/AR/AI experiences.
Experiential B2B customer co-creation centers are increasingly integral to B2B strategies. Also called collaboration centers, executive briefing centers, innovation hubs or insight centers, they have surged in popularity post-pandemic, as businesses and clients value visceral, must-be-there experiences after years of virtual-only meetings. (Gensler)
Notable examples include:
A customer co-creation center can yield multifaceted benefits – growing sales, curating the customer base, enriching the employee experience, and even jump-starting workplace culture. (Gensler) Industry observers note that EBCs are now “one of the hottest subjects” in corporate real estate strategy due to this focus on experience-driven engagement. (Work Design)
Sales–Marketing alignment is top-of-mind for enterprise B2B organizations in 2025.
In a recent survey of North American go-to-market leaders, 52% named strengthening marketing, sales, and customer success alignment as their top priority for the year. (Source: MarketingProfs)
This focus is well-founded. For example, a recent study found that fully aligned teams are 60% more likely to hit their revenue goals (80% success rate vs. ~50% when misaligned). (Source: CMSWire)
Moreover, a recent Forrester study concludes that traditional sales and marketing alignment is going to be derailed as the landscape of B2B marketing and sales is being reshaped by technological advancements, changing buyer behaviors, and evolving business models. That research unveiled four future paradigms (siloed, assimilated, subservient, and proportionate) that will govern the relationship between marketing and sales functions within B2B organizations, each of which has pros and cons.
The challenges fall into four categories: Organization Silos and Culture, Communication Gaps, Misaligned Metrics and Incentives, and Different Views of the Customer. All are addressable. In 2025, B2B enterprises are tackling silos and misalignment head-on by adopting new strategies, technologies, and organizational models.
Here are ten emerging trends we’ve helped support as companies advance the alignment of their Sales and Marketing teams evolve to meet the challenges of a changing B2B landscape.
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