Lisa Shepherd

Lisa Shepherd

Lisa Shepherd is author of the new book The Radical Sales Shift: 20 Lessons from 20 Leaders on How to Use Marketing to Grow Sales in B2B Companies and president of The Mezzanine Group, a business-to-business strategy and marketing company based in Toronto. She has been the youngest female CEO on PROFIT's Ranking of Canada’s Fastest Growing Companies and is a frequent public speaker on B2B marketing strategy and execution.

|| || Email

12 Steps to Trade Show Success

Without a plan, your industry event is just a paid vacation. How to make it worth the investment

6 Ways to Make Your Company Look Bigger Than It Really Is

Illustration: iStock

Size equals credibility for many buyers. How to measure up against larger competitors

3 Ways to Spot and Stop Inefficient Marketing

Illustration: iStock

Not getting enough bang for your marketing buck? What you can do to ensure your efforts and money aren't going to waste

Why Pretty Doesn’t Really Sell

Photo: iStock

Churning out attractive marketing materials won’t win you more business. Here’s what will

Who Controls Key Purchasing Decisions Today?

Photo: iStock

The ranks of B2B buyers are changing, and you need to adapt your sales and marketing efforts accordingly

Why Your Sales Team is Obsolete

Photo: Lechatnoir/iStock

B2B companies need to stop trying to hire hunters and start adapting to the new buyer

3 Signs That You Should Do Your Own Marketing

Photo: Rawpixel/iStock

Outsourced marketing isn't for everyone. How to know when to do it in-house

4 Signs That It’s Time to Outsource Your Marketing

Photo: Patpitchaya/iStock

How to know when your internal marketers can't deliver the results you need

3 Vital Steps for Turning Marketing into Sales

Illustration: Comzeal/iStock

Investing in marketing is a great way to boost revenues. But without a few key changes, you’re wasting your money.

The Only Way to Know What Your Customers Want

Photo: Tumpikuja/iStock

Identifying opportunities and driving sales by analyzing customer data doesn’t make sense for small and mid-sized companies

How Much Does Good Marketing Really Cost?


It varies from industry to industry, but here's what you can expect to fork out

Readers Choice

Specific guidelines on what you’ll get for your money, and which types of reps are worth the extra spend