One of my first CEO clients - a leader in the early days of the Search
industry - gave me a great piece of advice about the competition. I still
"If you pay too much attention to the competition - you'll always end up
At the time I actually think I thought he was nuts. After all, as a young
idealistic marketing consultant, competitive analysis was one of those B
school standards near and dear to my heart.
Now, some twenty something years later, I see how brilliant he was.
Companies have to think for themselves, not like their competitors.
I'm not saying that you have to ignore your competition. That'd be kinda
silly, now wouldn't it.
What I am saying is that companies have to stop focusing on what their
competition is doing as the baseline for defining their future direction.
Following the competition's lead won't help you be a leader.
Has technology forever changed selling?
There's no question about it - Over the last two decades selling has changed,
massively. Is it for the better or are we worse off from where we started?
To help answer this question we've brought in:
Sam Jefferies: Digital Marketing Executive at Workbooks CRM. Providing CRM
Software aimed at small to medium sized businesses. To find out more sign up
for their 30 Day Free Trial.
Ian Moyse: Sales Leader for Rackspace and Board Member of Eurocloud.
Q. So what exactly has changed?
Ian begins: "Sales has moved on a great deal from my early... (more)
Most organizational experts will tell you that when joining an organization,
the company's culture is the key to determining whether you will thrive or
suffer in a given work environment. While this is true for a mid-level
manager or individual contributor, the closer you get to the top, the less a
culture matters and the more the CEO's leadership and management style impact
your work satisfaction.
I learned this when early in my career I was a director at a privately held
company that was acquired by a much large public company. In a matter of a
few weeks our approachable, per... (more)
I have worked in sales for the past fourteen years and have seen fads come
and go. The latest is CRM that, my company has forced upon me. Isn’t CRM
just another way for my company to act like BIG BROTHER to watch and monitor
my every move?
Would you board a commercial airline if you knew, 1) the plane was lacking a
navigational system, 2) you would be flying to the busiest airport in the
world without the aid of an air traffic controller or radar, and 3) the
pilots would not have any radio contact to direct their take off or landing
approach? Most ... (more)
I had to remind a client of that fact as we were discussing their last
product launch - a launch that was less successful than they'd hoped.
The executive was complaining to me that the revenues just hadn't ramped as
expected. The field was discounting, selling point products versus the
complete solution, so margins were disappointing as well.
The company had to finally assign quotas against the newly launched product
to get the field to pay attention to this revolutionary whatchamadoodle. The
field hadn't even found early reference customers - the company had only
targeted the o... (more)
Marketing is making strides in lead generation, but how kinetic is their
Lead nurturing is often thought about as being found with a flag waving when
your leads decide to take action about resolving a problem your products or
services address. If this is your marketing strategy, you're leaving a lot to
chance just hanging around waiting to be found.
Maybe for some of your longer-horizon leads this is fine, but it's not going
to help you speed up getting quality opportunities to opt into sales
You've all seen those funnel diagrams that show spouts of lea... (more)