Dr. Dan Sheridan

During a discovery call last week, a marketing manager told me that despite months of work on their website, it still read like a "lab catalogue". Their words, not mine, but I would have been lying if I said I disagreed. I spent four years of my PhD reading technical sheets so dense I could recite reagent concentrations in my sleep, so believe me when I say scientists can read a spec sheet, yet it doesn't mean we enjoy it (despite what many marketers think). What most companies forget is that...

When I started these marketer interviews for the industry report, I expected data and a few useful quotes. What I got instead was a run of genuinely great conversations, casual, easy, the kind that make you remember why you got into this in the first place. The sensitive findings will stay anonymous for the report itself, but the invitees and I agreed the conversations themselves were worth more than that. These recaps aren't the data-gathering side of things, that's for the report. They're...

Ask your sales team why you lost that deal. Then ask the buyer. You will get two different accounts of what happened, and they will not just differ in tone. Research shows that sellers and buyers cite different reasons for a lost deal 50 to 70 percent of the time. So, is your content strategy being built on the wrong half of that gap? This month I interviewed 10+ marketing directors and managers, gathering feedback for a service we are rolling out. I wanted to understand if they perform...