Most B2B companies want to increase their revenue. And most of them do it by increasing sales effort. This can take the form of adding staff or increasing advertising. The question is whether this is the best approach.
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Last week we released our September newsletter. We discuss the hermeneutics of searching and why sales tools don’t work. Check it out.
I believe that the value of marketing and branding extends through the entire enterprise. At every stage of the value chain, marketing and branding have a crucial role to play.
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I sympathize with Jon Miller, who wrote about Lead Nurturing: Escaping the Nightmare. In a complex b2b marketing environment, you can easily end up with dozens or hundreds of qualified, not-ready-to-buy leads. You’re then supposed to nurture these leads with relevant, timely contacts. But, how can this be managed?
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When you need new sales, there is usually a period of decision. You need to decide how you’re going to do it. The first impulse of most business leaders is to hire new salespeople. But, is this the best choice?
We’ve been discussing the effectiveness of marketing tools over the last few months. Perhaps the most powerful and least understood tool is positioning. But, like anything else, it will only get you to a certain point. Read the rest of this entry »
Sales managers and VPs have a tough nut to crack. They have to get a bunch of people to sell more. The focus of this effort is usually on getting the people to work harder. I would suggest that their focus should be on making the salespersons’s job easier.
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We’ve all heard lots about the importance of return on marketing investment (ROMI) or marketing ROI (return on investment). To be sure, returns on investment are important. It’s how business even works. But, when applied to marketing, it’s a losing battle.
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This time, we have articles on professional services marketing and strategic execution. And a couple of news items. Check it out.
Creating sales tools are one of the essential functions of marketing. Why, then, are they so bad?