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.
I used to work with a business man who was as good at coaching as he was at growing a multi-million pound business.
“I really pity the man that doesn’t know he doesn’t know.” He said to me one day, almost 20 years ago. It took a while to land but he was talking about that thing everyone is afflicted with – a blind spot.
The phrase ‘blind spot’ comes from the Johari Window, a psychological model developed in 1955 by Joseph Luft and Harrington Ingham — the name “Johari,” comes from a blend of their first names.
It was originally created as a framework for understanding and improving interpersonal communication, particularly within group dynamics and team settings.
As a coach, a manager to as a sales person intent on improving, it's important to spend some time looking for that which is harder to see - or those characteristics that you have been spending a lifetime trying to avoid
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.
