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.

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3 Ways to Spot and Stop Inefficient Marketing

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

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

Who Controls Key Purchasing Decisions Today?

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

Why Your Sales Team is Obsolete

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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

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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

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

3 Vital Steps for Turning Marketing into Sales

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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

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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?

budget

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

The First Thing You Should Do In Marketing

Perplexed accountant looking at camera while doing financial reports

Don't just pick a few tactics and hope for the best. Smart leaders take a more strategic approach

The Real Time Commitment of Smart Marketing

concentrate

If you want to build awareness of your brand, you have to devote resources—some of them internal—to the cause

Readers Choice

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