How to update your sales and marketing strategy

Not that long ago, you might have done one of two things:

  • asked your sales rep to generate their own calling lists and start cold calling
  • hired out an outbound lead generation supplier (think boiler room call centre)

The problem with that strategy now is none of your purchasers want to be called like this.

  • It’s at the wrong time of their buying cycle
  • They don’t have budget
  • They want to do research on any purchases they make, without dealing with sales people

They’re too busy to take calls from sales reps who won’t give them any useful information over the phone. (Because good sales reps have been trained to find out what your pain points are instead of talking about pricing.)

So if you are having a hard time getting to your prospects, the purchasing game changed and you are well advised to change your marketing game to fit 2018.

Today’s purchaser knows what they need for most of the year ahead. If they need your widget delivered in 23 days, assuming they don’t already know you, they will start looking online for “widgets”. They might start to analyse who makes widgets, features of each vendor’s widgets and price.

This is where you need:

  1. a decently designed website (pro tip: if you have comic sans in your website, take your site down now. Run, don’t walk.)
  2. a properly SEO’d website (not as hard as you think)
  3. a website that answer the vast majority of questions you always hear from your prospective buyers
  4. an consistent blog that tells Google you are an authority on the subject of widgets

Some companies get the first one done and then call it a day. They don’t think about the buyer’s journey. Hubspot published a report stating ⅔ of North American businesses felt they had significant room to improve their content marketing.

If you are in that category and are interested in finding out how to improve your sales and marketing operations, please email me here.


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Reality check: are you a marketing organization with a product? Or are you a professional product developer?

I received a request from a prospective client: ‘we want to do some market research.’ After a little bit of probing, I found out the organization had:

– been in business for > 5 years
– several rounds of investment
– > 50 people on staff
– several product sku’s, two generations of product
– major distribution partners in retail
– a very large product development team
– no sales or marketing team
– no idea what their sales were

This organization would definitely fit into the “Product Development” category. The biggest tell is they had zero dedicated sales and marketing staff.

My top three recommendations:
1. start weekly reporting on the sales numbers by channel partner to see who is selling through and who needs more channel support
2. hire a retail sales channel specialist to get feedback from the channel and manage the marketing through each retailer
3. get an inventory report to see how much 1st generation product needs to liquidated (raises cash and clears space for the current iteration)

In addition, I had some grassroots tactics for Public Relations and Social Media that I shared with them.

If you are a Product Development organization that needs to grow Sales and Marketing, I am always available for a discussion.


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