Tactics for Managing Marketing and Sales Roles

We need to cover what to do with your sales and marketing staff. They are the experts in developing new business and naturally resistant to any encroachment into their turf. The day you walk in and announce that everyone sells, their eyes will roll. It’s natural. They are the professionals, no one can do what they do. In this section, we’re going to discuss how to smooth the transition from an organization with siloed sales staff to a company where everyone looks for opportunities. To start, we define marketing qualified leads (MQL) and sales qualified leads (SQL).

Leads are individuals or organizations that are in the market for, or have expressed an interest in your goods and services. We break leads down into two types, the MQL and SQL. The easiest way to understand the difference is using Figure 6.3.

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This Marketing Best Practice Isn’t Working – Why Not?

Marketing Consultants Online

via Twitter @_youhadonejob1

The phrase “best practice” is casually tossed around by marketing consultants, but if they’re “best,” why don’t marketing tactics translate across industries or even within industries? First things first, best practices are a set of guidelines, beliefs, or ideas that represent the most efficient course of action.

“Company X did this, in this fashion, to get these activities, and got these outcomes. You should get the same outcomes if you repeat those same activities, in the same fashion.”

Seems logical, right? Read more

Wait, how much?

How Do You Overcome Price Objections

My work in lead generation results in a special by-product. Pricing discussions.

In this article, I’ll give you a framework and some language that clients find helpful in working through price and pricing. On the decision making continuum from simple to complex decisions in sales, these ideas are most helpful for complex decision making. If you’re selling toothpaste, you’ll find this less helpful than if you’re selling cloud storage solutions, but it may be interesting nonetheless. In your next complex sales discussion, these three ideas will help you navigate pricing conversations and price objections.  Read more

How Strong is Your FIT?

Fit Assessment

This article originally appeared in Amalgamate: A Mix of Ideas for Your Business, Winter 2015

F.I.T. is my shorthand for your company’s ability to Focus; its ability to cater to Individuals; and its ability to leverage technology and training Tools to grow.

Take 2 minutes and score yourself on this assessment: Read more

You’re Going the Wrong Way 
going-the-wrong-way
This morning I was in a sales meeting when a role play broke out. Listening to the questions and answers, I thought, “You’re going the wrong way!”

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Google AdWords Campaign Planning Template, Worksheet

google-adwords-b2b-lead-generation

This is my 3-Minute One Product, One Solution AdWords™ Worksheet. There’s a link to the pdf at then end that contains a sample filled out worksheet.

I’m resurrecting this because I received a call from a client that I had designed a lead generation campaign for over three years ago. His niche is so specialized that we took a “set it and forget it” approach that used a little search engine optimization, a very focused couple of white papers, and a super specific AdWords™ campaign. In year one he collected email addresses, in year two he closed a few high-maintenance clients, and last week he brought on one of his biggest clients in years. Directly attributable to these AdWords™ campaigns. (in case you’re wondering, yes, I did just figure out the keyboard shortcut for ™) Read more

Deep Down, We’re All the Same

same but different sales tactics

This article originally appeared in Amalgamate: A Mix of Ideas for Your Business, Winter 2016

“My industry is different.”

I hear this regularly in response to my advice. “That may work for them, but our industry/people/ prospects/offer is different.”

That’s true. That’s why, ultimately, you have to make it work for your people. You have to make it fit. Read more

Measure Twice, Act Once: Simple, effective sales and marketing metrics

ancient-egyptian-woodworking

(via Wikipedia)

How will we know it’s working?

What if I told you that is a loaded question to ask a consultant? This teleseminar will identify communication traps that slow marketing campaigns and business development efforts to a crawl and then offer some advice on what works best when establishing KPIs. Read more

What is management?

Drucker-management-guru-what-is-management

Drucker über alles

WorK, with a hard K, is trading your time and talent for treasure. That’s why it’s called work. You’re supposed to contribute to the company and make a profit.

Management requires you to reward top performers and move the bottom performers out.

That’s it.

How to Script Your “Why Us?” Video

scripting videos

Clients are adding more video content to their websites and most popular are the “Why Us?” videos, as in, “Hello viewer, this is why you should choose us versus our competitor.” Before you sit and shoot, get that script down. According to my video guru, it’s the number one way to make sure your video rocks. He even made me watch a movie on television show runners, http://www.showrunnersthemovie.com, that hammered home the point. If just having a video used to be cutting edge, having a strongly scripted video is what’s separating the best from the rest today. Read more