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.
Archive for the ‘Marketing’ Category
Sales VPs: Don’t Forget the Sales Tools
Posted on July 6th, 2007 in Marketing, Sales | No Comments »
Marketing ROI is (mostly) a Red Herring
Posted on June 21st, 2007 in Marketing | No Comments »
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.
June Newsletter is Published
Posted on June 15th, 2007 in Marketing | No Comments »
This time, we have articles on professional services marketing and strategic execution. And a couple of news items. Check it out.
Problems with Sales Tools
Posted on June 6th, 2007 in Marketing, Sales | No Comments »
Creating sales tools are one of the essential functions of marketing. Why, then, are they so bad?
Aligning Marketing and Sales by Aligning Both to the Customer
Posted on June 1st, 2007 in Marketing, Sales | No Comments »
There’s been a lot written and spoken about the relationship between marketing and sales. Too often, this relationship amounts to a battle for supremacy within a company with each side pursuing goals mostly unrelated to the other.
Salesopedia Podcast Interview
Posted on May 30th, 2007 in Marketing | No Comments »
I was recently interviewed for a podcast on the always-good Salesopedia. You can check out the interview: “Sales vs Marketing”.
Measure Twice. Strategize Once.
Posted on May 30th, 2007 in Marketing | No Comments »
It’s easy enough to say. Before working on any strategy, you need to know about reality—the facts. Otherwise, you risk creating a bad strategy. It’s hard enough to do this. Yet, even this isn’t enough. You really need to measure twice before you strategize once.
Should Marketing Companies Do Their Own Marketing?
Posted on May 24th, 2007 in Marketing, Methodology | No Comments »
At first, you probably will say “Yes!”. It’s sort of an eating-your-own-dogfood thing. I think the opposite is true. Chances are, you’re not good at your own marketing.
If Specialization is Good, More of it is Better, Right?
Posted on May 21st, 2007 in Marketing | 1 Comment
Well, that seems to be the approach of this marketer! I found this advertisement on the wall of a public restroom—the height of interruption marketing. Luckily, I was able to ironically peruse their ads with my cold, marketing eye. And I was in luck! What a description for your company. I can imagine the creative discussion between the writer and business owner.
Writer: So, we need to nail down your specialty so we can communicate about it.
Owner: What, just one thing?
Writer: Well, maybe 2. But, no more.
Owner: Won’t we limit the number of customers who will use us if we limit it?
Writer: No. It will increase because those who want exactly what you do will go to you first.
Owner: I don’t buy it. If we have to say we specialize, then say we specialize in everything!
May Newsletter is Out
Posted on May 17th, 2007 in Marketing | No Comments »
This week, we released our May newsletter, which includes two new articles: What’s the Value of Branding? and 3 Simple Steps to Improve Academic Marketing. Also, we have the first Client Spotlight: Ranking Manager. Read the newsletter.