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In honor of the generalist – part 2: Why generalists are sales drivers in the company

General EN, Leadership EN /

For a long time, generalists in the company were seen as supporters in the background. Without clear technical specialization, they were rarely perceived as strategic success factors. Instead, specialists dominated the image of value creation – with a focus on expertise, not connections. But the tide is turning: in a networked working world, generalists are taking center stage. As bridge builders between specialist areas, they make measurable contributions to the company’s success.

In honor of the generalist – part 2: Why generalists are sales drivers in the company Read More »

In honor of the generalist: Why the “T-Shaped Marketer Model” is nonsense

General EN, Leadership EN /

The “T-Shaped Marketer Model” from digitalmarketer.com seems to be very popular among marketers at the moment. Helena Schachtschabel has written a very detailed blog article about it on 121Watt and Michael Janssen and Olaf Olleck Kopp – to name just a few names – have also published articles about it on their social media channels. The model was also well received in my professional environment and was diligently shared.
But right from the start, I personally found something strange about the model. For me, it was somehow not “well-rounded” and too one-dimensional. A search for clues!

In honor of the generalist: Why the “T-Shaped Marketer Model” is nonsense Read More »

Leadership: Answers to questions that no one has asked

General EN, Leadership EN, Strategy EN /

Effective leadership means more than just making decisions – it creates an environment in which employees ask questions and promote innovation. Critical questions increase competence and prevent wrong decisions. If they are suppressed, innovative strength suffers and talent migrates. Successful companies promote open questioning as a success factor.

Leadership: Answers to questions that no one has asked Read More »

The future of the marketing and sales funnel: how strategies need to adapt

Content Marketing EN, General EN, Leadership EN /

The traditional marketing and sales funnel is changing fundamentally. Companies need to adapt their strategies as customers are increasingly researching and making purchasing decisions on their own. Close dovetailing of marketing and sales (alignment) is essential in order to optimally support the customer journey. Find out how content marketing, data-driven strategies and digital tools are revolutionizing the modern funnel and enabling long-term customer loyalty.

The future of the marketing and sales funnel: how strategies need to adapt Read More »

LinkedIn posts vs. LinkedIn articles vs. LinkedIn newsletters: What are the differences and which format is better suited to your individual strategy?

Content Marketing EN, General EN, Social Media EN /

LinkedIn posts vs. LinkedIn articles vs. LinkedIn newsletters: What are the differences and which format is better suited to your individual strategy?

LinkedIn posts vs. LinkedIn articles vs. LinkedIn newsletters: What are the differences and which format is better suited to your individual strategy? Read More »

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