by Hayley K | Jul 29, 2026 | Marketing Strategy, B2B Marketing
The Myth Every VAR Believes Every VAR that brings on a fractional CMO expects the same outcome: someone senior finally owns marketing, and the pipeline starts moving. Six months later, half of them are having the same conversation. The invoices changed. The results... by Hayley K | May 23, 2026 | B2B Marketing, Marketing Strategy
Executive Summary: The B2B Positioning Gap The Core Problem: ERP partners and VARs win on technical capability (the demo) but lose the deal because they fail to communicate business value to non-technical stakeholders (CFOs/COOs). The Commodity Trap: Relying on... by Hayley K | Mar 25, 2026 | B2B Marketing, Marketing Strategy
Most marketing advice starts with what to build: a better website, a stronger campaign, a content calendar, a new positioning statement. What it skips is the step that makes all of those things actually work: talking to the people who already chose you, in a way that... by Hayley K | Mar 18, 2026 | B2B Marketing, Marketing Strategy
It’s one of the most common things I hear from ERP VARs and consultants who’ve been around long enough to be skeptical. “We tried content. Posted for a while. Nothing happened.” And they’re not wrong, exactly. What they tried didn’t... by Hayley K | Mar 11, 2026 | B2B Marketing, Marketing Strategy
Here’s something I’ve noticed working inside the ERP channel: the firms that struggle most with marketing almost never have a product problem. Their implementations are solid. Their retention is strong. Their clients refer them. And they still can’t... by Hayley K | Dec 4, 2025 | B2B Marketing, Marketing Strategy
Look, I get it. You’re busy closing deals, managing implementations, and putting out fires. Marketing? That’s been sitting on the back burner so long it’s probably welded to the stove by now. You may have a website that hasn’t been touched...