As mentioned in our April newsletter, one of our clients recently asked us for a proposal for an email newsletter program. Instead of paying an hourly fee for our effort, the client wants to pay us for the for the “performance” of the newsletter. That means, they wan to pay for clicks, inquiries, leads.
Compensation for [...]
Linking marketing and sales to buying activity requires reinvention of the sales process as well as process improvement. The traditional model of marketing handing leads off to sales is being replaced by the idea that both organizations jointly own prospect relationships and coordinate activities to nurture and migrate the prospect forward in the decision cycle. [...]
How do you equip the salesforce with something interesting and useful that maps to each stage of the buyer’s process? The fastest way to identify this information is by reviewing your web analytics reports. What terms are people using to find your website? If they are searching on “sharepoint for marketing departments” then create informative [...]
Where does social marketing fit?
Social media is one small piece of your overall marketing mix. For that reason, it is hard to talk about social media without the context of the rest of your marketing program. The best social media strategy? Researching your targets, comparing your targets against the demographics of the various social sites, [...]
Alex Machinis at SpatialPoint.com is pretty vocal on the ideal of findability.
SpatialPoint makes mapping and store locators for high volume websites. He helps companies improve their findability using maps.
But even more interesting, Alex talks about findability as part of the sales process. Wikipedia defines findability as “the quality of being locatable or navigable.”
If you’ve taken [...]
When you can accurately predict marketing’s contribution to the quarter, it means less career risk and a greater opportunity to grow the business. Understanding how marketing contributes to each quarter also means that:
You have a marketing operations model (not just a collection of tasks)
You understand the key inputs and outputs from each marketing tasks
You use [...]
Jerry Walters, one of the best guys I’ve ever worked for, repeatedly told me to “get a sale, you need four things: timing, relationship, money and a relationship. If you have the relationship, everything else is easy.”
In an earlier post, we conducted interviews and almost everyone interviewed said new business was generated via “trusted relationships.”
In that [...]
Every so often, I’ll publish a list of great content found on the web. Most of these links relate to sales excellence and process which is one of my soft spots. Here’s a quick listing of good content that I have stumbled across in the past few days. I’ll try to be as brief as [...]
What we do is simple — we work on your behalf to reduce the cost and increase the impact of your marketing programs. Because more than half our compensation is based on meeting or exceeding performance milestones, our goal is simple – find the best way possible to move your marketing forward. What performance-based marketing [...]
A small professional services firm had become frustrated with traditional search engine optimization techniques and asked us to implement new lead generation tactics.
The firm was committed to using the web to generate leads. Yet, qualified lead flow was at an all time low – less than one lead per month per sales person. The Client’s [...]
