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This blog is part of our upcoming book: The Digital Sales Handbook for leaders in IT. Be sure to register to the book launch on March 26th, 2021, and receive your own copy of the book.

It seems everyone these days is talking about how business is becoming digital. True enough. But what we discuss with our clients is not only the digital future of sales, but also how it affects businesses and their sales teams.

COVID-19 has changed EVERYTHING

Change is inevitable in every area of life. Often it is slow and predictable, but sometimes the unexpected happens. During the COVID-19 pandemic, we…


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This blog has been co-written with my amazing colleague Niina Reponen, thank you!

The beauty of marketing automation is that it allows you to create and automate marketing campaigns and activities. With modern marketing automation tools, you can tailor truly remarkable customer experiences. The recipe for success is the same across industries, both B2C and B2B: sending the right message, to the right person, at the right time. However, many companies get stuck using marketing automation as an email sending tool focusing on monthly newsletters and doing ad hoc campaigns without further thinking.

While technology enables implementing nurturing campaigns, it’s…


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This is the story we all know: B2B companies spend a significant amount of money on lead generation and marketing generates a great number of leads with whitepapers, webinars and other inbound content. However, the forever-busy salespeople don’t often have the time to follow up on those leads: they prioritise their time by focusing on warmer leads and in the worst case, totally ignore the leads generated by marketing.

One of the ways to close the gap between marketing and sales is setting up a sales development function.

Sales development is shaking the world of B2B sales by the shoulders…


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Search engine optimisation is a long term form of marketing living in a world of short term marketing tricks. It tends to provide relatively few easy wins, and instead requires long term work on tech and content creation. This is why it sometimes gets pushed aside in the modern short-term oriented business landscape. However, it is often a crucial factor in creating marketing efforts sustainable and creating the bigger, long term wins for your digital business.

Google updates its search algorithm hundreds of times a year and rarely announces these changes beforehand. Based on past algorithmic changes and Google’s own…


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If you’ve never worked in a consultancy, you might wonder what it’s like to work in a project for a client company. Or perhaps you’re curious to see what it’s like to work in a Columbia Road project specifically.

In this blog, I want to give you a more detailed example of what it was like for me to be part of a project that Columbia Road did for the city of Helsinki. I’ll go through the different stages of the project, how we approached questions that needed solving, and how we implemented our solution. …


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I.

“A purchase on the horizon, a panoply of temptation. Can a curious soul desist?”

The tall, imperious shop associate played by Fatma Mohamed delivers one of her cryptic-alluring lines as her customer (Marianne-Jean Baptiste) regards the red dress with hushed-breath fascination. The setting is a quaintly unsettling department store sometime in the 70s in England, one of those places where mannequins reveal sinister glances and the air is unmistakable with its sense of place.

In Fabric, director Peter Strickland’s darkly satirical ode to the charms and morbidity of consumerism is filled with such surreal moments but it was the department…


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Sales is the backbone of any organisation. Salesforce is a tool that makes selling things easier. It’s a software-as-a-service that makes converting those sweet opportunities into leads a piece of cake! So it’s no wonder that more and more companies are choosing Salesforce as their digital sales platform. This means more and more companies are thinking “Hmm, this Salesforce seems quite useful, but we really need to have this [specific feature that doesn’t exist and will never exist in Salesforce]”.

While implementing and customising Salesforce is simpler than ever with the growing number of developer tools, creating modern and sleek…


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It’s a hard fact that digital sales are bringing in ever more revenue for most companies — either directly or as an enabler. This makes the role of IT increasingly crucial for business success. But what is the role of IT as a sales enabler in future companies? Can new ways of working make IT an active driver for digital sales instead of being just a back-office function?

To understand what kinds of challenges different types of companies are facing currently and what solutions they’ve found, we decided to have a panel discussion on the topic of IT being an…


It is understandable that many people who are responsible for digital services want the absolute bare minimum of downtime. Why would you want anything less than perfect? If your webshop isn’t working, you aren’t making money. This is completely true — but at what cost? The most stable service is the one that never changes: it must be built perfectly at the first time of asking, and it must never change from then onwards. The business-driven among us understand that this isn’t an option; If you are sitting still, you are being left behind. So how do you balance development…


Are you still grappling to find success in your digital sales efforts? The digitalisation of sales has of course been a hot topic for many years, but due to its surge in the past year, the subject has become even more pressing. Many companies are struggling with it, expressing that digital sales is not easily adopted in their industry. However, global players like Amazon and Alibaba have proved that there is hardly anything that cannot be sold online. This means that it is not only the digitally native companies that need to focus on digital sales to provide the ultimate…

Columbia Road

Nordic digital sales consultancy. We help companies get more revenue and more customers in the digital era.

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