Private sector small businesses contribute over 40% of Canada's GDP, making small businesses too big to fail. As a member of the small business community, my cofounder Joana and I take great pride in seeing the personal impact Lane Four…
Salesforce is incredibly powerful, but it wasn’t built with account-based marketing in mind. That’s why, when it comes to implementing ABM strategies in your organization, Salesforce’s out-of-the-box tools may not be enough. Here’s where Lane Four comes in: It’s the…
If you’ve ever had to re-assign a stack of leads within Salesforce, you know how difficult it can be without the right tool. Often, companies are forced to pull their records out of Salesforce, plug them into Excel, update their…
Account-based marketing (ABM) is one of the fastest growing trends in marketing today. But ask any sales team and they’ll tell you this is hardly new - they’ve been organizing themselves around accounts for years. That’s precisely why it’s time…
The world of Salesforce applications is super-saturated with what’s known as “integrated applications” – third-party software that pulls data out of Salesforce, crunches some numbers, and puts it back. The companies that create integrated applications are focused on their own…
I’ve written before about how businesses need to consider making the move to Lightning as soon as possible. Yesterday’s Salesforce World Tour in New York further emphasized this, with lots of sessions on ensuring migration readiness, and best practices for…
Account-based marketing has been touted as the hot new thing in sales and marketing strategy. Just a quick Google search will show you hundreds of blog posts proclaiming that this “revolutionary” new tactic that is changing the nature of sales…
If you’ve ever done a search for published account-based marketing content, you may have noticed a glaring omission: The content consistently lacks input from Sales Ops and other people in the sales hierarchy. ABM content is almost exclusively written for…
