The Competitive Advantage

December 16, 2025

Make Buying Easy

I read an article recently that said buyers – especially younger ones – do not like dealing with salespeople… even more so than most people, in general. If the buying process is not easy… they’re moving on.

Buying, in general, has been trending in that direction for a while now. In one report I read, it stated that 70-80% of the buying process is done before the buyer ever talks to a sales rep. The fact is, buyers want to do most of the buying on their own.

November 17, 2025

Stop Managing Sales Backwards: Lead with Your Pipeline, Not Your Bids

What reports do you use to manage your firm’s sales effort… Year-to-date sales? Sales by service line? Sales by industry? If you had to pick just one report by which to manage your sales efforts, what would it be? What about to manage your own sales efforts?

In both cases, the answer is the same – the ‘sales pipeline report.’ Created and used properly, it’s the one tool that can keep your sales efforts on track, ensure that nothing falls through the cracks, tells you what next steps are with every sales prospect and provides senior management with nearly everything they need to know.

September 16, 2025

It’s Only September… But 2025 is Already Over!

At least from a sales & marketing perspective.

It’s September and you’re a little behind on your revenue goals for the year. So, you decide to double down on your sales and marketing efforts for the next several weeks.

Logical, right? But the fact is, for most MR agencies, it’s too late to impact 2025. With the typical sales cycle being 6 to 12 months long, your efforts in September and October aren’t paying any dividends until Q2 or Q3 of next year.

Sure, you might get lucky heading into Q4 of this year, but for the most part… you’re done!

August 19, 2025

Inside the Mind of a Research Buyer, Part 5

This is the 3^rd installment (post 1, post 2) in our current blog series (and 5^th overall in this series) based on interviews with research buyers I’ve had the opportunity to meet recently. They have all been kind enough to share with me how they like to connect with (and ultimately, be sold to by) research vendors/agencies. If you work in any capacity for an agency, this series will help you better understand your clients.

Name: Nicole Whitlow
Title: Head of Global Consumer Insights, KitchenAid
Company: Whirlpool
Years at company: 6

August 12, 2025

Inside the Mind of a Research Buyer, Part 4

In our last post, we continued this blog series based on interviews with research buyers I had the pleasure of meeting over the last couple of months. Their insight into how buyer’s buy should be required reading for all MR agency employees. Here’s #4 in that series…

Name:  Brett Garrison
Title:  Manager, Market Insights
Company:  Aflac
Years at company:  8

August 5, 2025

Inside the Mind of a Research Buyer, Part 3

Earlier this year, I interviewed a couple of research buyers around the topic of how they connect with and buy from their agency partners. They were (and still are) among the most read blogs I’ve ever posted. Well, as a result of hosting & moderating the Insights Association’s Summer Sales Webinar Series last month – and attending the Quirks NY Event – I’ve added a few more interviews to the list. I hope you find value in their perspective…

Name: Jen Lovinus
Title: Senior Manager, MRO Insights
Company: Grainger
Years at company: 3

July 21, 2025

What Buyers Want

And I know this because they told me!

Over the past couple of weeks, I had the pleasure and privilege of hosting and moderating the Insights Association’s Sales Accelerator Series. All the presenters were terrific, including the very insightful research buyers who participated in a panel discussion on the last day.

June 2, 2025

Churn Baby Churn, Part 2

The REAL reasons clients leave you.

In last week’s blog post, we explored why it’s so important to focus on keeping and growing your existing clients… that is, to minimize ‘churn.’ And, in fact, it ought to be your #1 priority when planning for revenue growth!

The question is, why do you have churn in the first place? That is, what are you doing – or not doing – that causes seemingly good clients to leave your firm and take their business elsewhere?