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.
The 'Process is the Goal' - Part I. Advice for the sales leader.
The Shift Control Sales Podcast
30 minutes 51 seconds
5 months ago
The 'Process is the Goal' - Part I. Advice for the sales leader.
Episode 1 of 2, were I talk about the importance of disciplined process in sales management and leadership. It's all pretty straightforward and common sense and yet many sales leaders are fixated to the outcome - the revenue target for the month, quarter or year instead of having a clearly defined sales management process that offers you every qualitative and qualitative measurement to ensure that you can respond quickly to any warning signs or potential areas of concern, in real time.
It can be a tough call for business owners who have usually taken the journey of hunter, gatherer to business leader and might want everything done in the 'old way' just because it has worked in the past. Today with so much technology and software to support the sales and marketing function, the sales management role has become easier but only when built around a solid process and implemented by a highly disciplined sales, marketing and admin team.
Episode 2 will focus on those processes that can help sales people navigate challenging economic times as well as the emotional highs and lows of sales.
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.
