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Kathleen Schaub
San Francisco Bay Area
Sales-savvy marketing executive focused on B2B technology firms.
Interests: Marketing, sales, social science, writing, culture, leadership, brain science, behavioral economics, innovation, design, myth and meaning, zen, yoga
Recent Activity
Experts Talk About Agile Marketing (2 of 2)
This blog has moved. You can now find this blog at http://www.trellisone.com/blog. Please visit and update your subscription. In my last post, three experts weighed in on the benefits of Agile marketing. Among other things, the experts said: Mike Volpe,... Continue reading
Posted Nov 1, 2010 at GroupEffects Marketing Blog
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Experts Talk About Agile Marketing (1 of 2)
This blog has moved. You can now find this blog at http://www.trellisone.com/blog. Please visit and update your subscription. “Marketing has become like software. You run it, test it, and it either works or it doesn’t.” * As marketing emerges from... Continue reading
Posted Oct 28, 2010 at GroupEffects Marketing Blog
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Connecting Content to Meaning
This blog has moved. You can now find this blog at http://www.trellisone.com/blog. Please visit and update your subscription. Remember the party game that you won by memorizing a platter-full of random items? You scribbled down everything you could recall after... Continue reading
Posted Oct 18, 2010 at GroupEffects Marketing Blog
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IDC Marketing Benchmark: Preparing for 2011
This blog has moved. You can now find this blog at http://www.trellisone.com/blog. Please visit and update your subscription. IDC recently previewed the results of its eighth Tech Marketing Benchmark. They've got some specific direction for 2011 success. Rather than try... Continue reading
Posted Sep 27, 2010 at GroupEffects Marketing Blog
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The Right Kind of Social Network for Behavior Change
The blog has moved. You can now find this blog at http://www.trellisone.com/blog. Please visit and update your subscription. Viral ad campaigns, such as the Old Spice wildfire, get marketers' attention. We dream of creating runaway popularity. But if our real... Continue reading
Posted Sep 16, 2010 at GroupEffects Marketing Blog
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GroupEffects Marketing Blog is Moving
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GroupEffects Marketing Blog is moving. I’ll be blogging at the website for my marketing consulting practice, TrellisOne Marketing Consulting. Please visit me there. You can now find this blog at http://www.trellisone.com/blog. Please update your subscriptions, come over and comment, and... Continue reading
Posted Sep 6, 2010 at GroupEffects Marketing Blog
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Forrester's Santucci: Sales Enablement Defined
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Forrester recently published a seminal report called Sales Enablement Defined by Scott Santucci. Scott and I have had passionate conversations on this topic over dim sum. But with this report, Scott takes the possibilities of Sales Enablement to another level.... Continue reading
Posted Aug 23, 2010 at GroupEffects Marketing Blog
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Rethinking the Influence of Peers
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One of B2B marketing’s accepted truisms has been that our customers trust their peers more than any other source of useful buying advice. But is it time to reexamine this perspective? Earlier this year, the Edelman Trust Barometer 2010 uncovered... Continue reading
Posted Aug 14, 2010 at GroupEffects Marketing Blog
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Ideas for Winning on the Buyer's Twisted Path
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Marketing and sales models that assume a logical, linear, path to a closed deal don’t tell the full story. Enterprise buying is convoluted. Digital and social media have further twisted an already complex buying cycle. How can we win given... Continue reading
Posted Aug 11, 2010 at GroupEffects Marketing Blog
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The Twisted Path to a Sale
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Marketing strategies typically depend on buying models that outline a linear, logical, and direct, path to a sale. In these models, buyers establish need, search for solutions, find them, study them, and finally, buy. But the enterprise buyer’s path has... Continue reading
Posted Aug 4, 2010 at GroupEffects Marketing Blog
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Accelerate Your Speed to Crap
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You have plenty of good reasons to automate marketing processes: faster response time, greater productivity, ability to do new things, lowered costs, and improved access to data analytics. However, there is one reason that is probably not on your list.... Continue reading
Posted Jul 18, 2010 at GroupEffects Marketing Blog
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What is Sales Enablement?
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Forrester's Scott Santucci asked this pertinent question: "What does Sales Enablement mean to you? Who is responsible for it, sales, marketing, product groups? Is it strategic, or tactical?" I thought I would share with you my response to Scott. As... Continue reading
Posted Jul 7, 2010 at GroupEffects Marketing Blog
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My Next Step
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I want to share with everyone that I have decided to leave Sybase. Wednesday, June 30, 2010 will be my last day. After 25+ years in technology corporate management, I'm starting a consulting practice - something I've wanted to do... Continue reading
Posted Jun 28, 2010 at GroupEffects Marketing Blog
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Tips from MOCCA on Talent Development Programs
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MOCCA (Marketing Operations Cross-Company Alliance) has some tips for marketing leaders on starting a formal Learning and Development program for their marketing department. As the profession re-makes itself for the 21st century (I've outlined eight skills for tomorrow's marketers), a... Continue reading
Posted Jun 22, 2010 at GroupEffects Marketing Blog
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Four Secrets to an Awesome Analyst Day (2 of 2)
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Why are Sybase's analyst days considered best-in-class? In my first post on this subject, I revealed secrets one and two. This post features secrets three and four. Producing great analyst days requires stealing a page from Seth Godin's book, Permission... Continue reading
Posted Jun 2, 2010 at GroupEffects Marketing Blog
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Four Secrets to an Awesome Analyst Day (1 of 2)
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Anyone who works with analysts should stencil on their forehead this advice from Seth Godin: to paraphrase the sub-title of Godin's book Permission Marketing, analyst relations is a two-step process - first turn strangers into friends and then, friends into... Continue reading
Posted May 26, 2010 at GroupEffects Marketing Blog
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Get Things Right: The Checklist Manifesto Book Review
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"For nearly all of history, people's lives have been governed primarily by ignorance," writes surgeon Atul Gawande, one of Time Magazine's Top 100 most influential people. But today, he argues, supported by huge gains in science and technology, we seldom... Continue reading
Posted May 16, 2010 at GroupEffects Marketing Blog
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No Respect for Collateral: Case Study
In my last post, I make the case that as much as 90% of B2B collateral goes to waste because we measure it incorrectly. We measure the volume of marketing communications when we should measure how well we answer our... Continue reading
Posted Apr 28, 2010 at GroupEffects Marketing Blog
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No Respect for Collateral
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In the 1986 classic film, Back to School, Rodney Dangerfield plays a self-made millionaire who attempts to earn a college degree by leveraging the skills that made him a business success. For instance, he outsources term papers to subject-matter experts,... Continue reading
Posted Apr 21, 2010 at GroupEffects Marketing Blog
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Create a Coachable Moment
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Did you know that Florence Nightingale invented the pie chart? That innovation was created as a way to shock a resistant bureaucracy into making changes that eventually saved millions of lives. Nightingale's method is just one way that leaders can... Continue reading
Posted Apr 7, 2010 at GroupEffects Marketing Blog
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IDC 2010 Tech Marketing Barometer
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The 2010 forecast for marketing is partly sunny, according to the IDC 2010 Tech Marketing Barometer. Watch for organizational winds to shift and the atmospheric pressure from declining sales productivity to rise. Marketing Leaders Forecast for 2010 - Partly Sunny... Continue reading
Posted Mar 21, 2010 at GroupEffects Marketing Blog
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Mar 15, 2010
What the Public Believes
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How should we now guide our company's and our personal reputations? Have things changed? A panel of public relations rock stars advised a packed Churchill Club audience that in today's jittery world, the public demands more trust and is far... Continue reading
Posted Mar 7, 2010 at GroupEffects Marketing Blog
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Digital Body Language Book Review
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I love the title of the book, Digital Body Language, by Eloqua's founder and CTO, Steven Woods. It's so expressive. We can read physical body language when face-to-face with customers. How do we interpret body language when the signals arrive,... Continue reading
Posted Feb 16, 2010 at GroupEffects Marketing Blog
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Is Sales Marketing's Customer?
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At a recent post-conference booze-and-schmooze, a sales VP ignited a lively exchange within a group of marketing execs by asking us, "Is sales marketing's customer?" A passionate burst of opinion! Why is this an important question? Because this role confusion... Continue reading
Posted Feb 3, 2010 at GroupEffects Marketing Blog
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