I have noticed recently how businesses have become reliant on data to determine whether their business development efforts work or not - over-reliant maybe. The numbers, lead indicators or whatever the performance metric will tell you what is working on that campaign but what is there to tell you how well your 'brand' is performing overall in the minds of your potential or existing customers.
Well executed outreach will generate meetings and begin sales cycles but doesn't impact the sentiment rating (my words...not sure if they're the right words but bear with me) - what the brand means to the customer or the way it makes them feel.
It seems that data has become omnipotent in many marketing campaigns at the expense of creativity and experience.
It goes back to the notion that marketing isn't an expense but an investment - advertising and sales aren't marketing they are "channels" of marketing.
Other channels are available.
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I have noticed recently how businesses have become reliant on data to determine whether their business development efforts work or not - over-reliant maybe. The numbers, lead indicators or whatever the performance metric will tell you what is working on that campaign but what is there to tell you how well your 'brand' is performing overall in the minds of your potential or existing customers.
Well executed outreach will generate meetings and begin sales cycles but doesn't impact the sentiment rating (my words...not sure if they're the right words but bear with me) - what the brand means to the customer or the way it makes them feel.
It seems that data has become omnipotent in many marketing campaigns at the expense of creativity and experience.
It goes back to the notion that marketing isn't an expense but an investment - advertising and sales aren't marketing they are "channels" of marketing.
Other channels are available.
It hits everyone at some point along the sales journey - overthinking or self sabotage. Sales is hard enough due to market forces, economic turbulence and the competition without the added pressure of the inner critic giving you a kicking at the same time.
It can be a problem but it can also be tackled relatively easily and quickly - as long as you put some work into it.
Again the driver for success is about being able to focus on the process rather than the outcome - have a read of the Chimp Paradox if you can (or give Chat GPT a rattle and see if it can condense the work of Dr Steve Peters better than I can...its a great book to help you deal with the inner critic and self sabotage.)
The Shift Control Sales Podcast
I have noticed recently how businesses have become reliant on data to determine whether their business development efforts work or not - over-reliant maybe. The numbers, lead indicators or whatever the performance metric will tell you what is working on that campaign but what is there to tell you how well your 'brand' is performing overall in the minds of your potential or existing customers.
Well executed outreach will generate meetings and begin sales cycles but doesn't impact the sentiment rating (my words...not sure if they're the right words but bear with me) - what the brand means to the customer or the way it makes them feel.
It seems that data has become omnipotent in many marketing campaigns at the expense of creativity and experience.
It goes back to the notion that marketing isn't an expense but an investment - advertising and sales aren't marketing they are "channels" of marketing.
Other channels are available.
