Licensed from Cartoonstock.com. It’s Friday the 13th — so we thought a little humor was in order. This cartoon, like all good satire, has a kernel of truth we all need to remember: if we as marketing and sales professionals don’t know what’s being said about our brand in social media, we’ll soon find out that others will create an image for us, perhaps an image we don’t like much.
In nearly every corporation, marketing is one of the last business areas to be automated. According to a presentation by IDC Executive Advisory Service analyst Rich Vancil in September 2010, less than one in three companies have a complete marketing automation solution in place. This means that streamlining complex marketing processes with automation may be one of the last places where companies can squeeze more efficiency out of the resources they have. Is your company a candidate for a distributed marketing automation solution? Here are the top 5 signs that technology may deliver a great return on investment. Your prospects are getting Read More
When IBM announced its purchase of Unica last year for $480 million, the company’s press release said that the enterprise marketing management software market was worth $2.5 billion and doubling in size on an annual basis. Why is the market for distributed marketing platforms growing so rapidly as overall marketing budgets are still recovering from the recession? Because technology helps marketers win the race to provide sales with the tools they need to win business. It’s really that simple. Just one in three large companies (with revenue over $5 billion) reported in an IDC survey that they had completed their Read More
Selling is about people. One person offers something of value – a product, a service, an idea or promise. Others want what the first person is offering enough to trade something of value to get it – time, money, or attention. The better the two people understand each other, the more likely it is that the sale will happen. According to a 2010 Kelsey Group survey that’s why 97% of us research products and services online before buying them locally. In the insurance industry, most companies have two kinds of representatives who sell their products: employed or “captive” insurance agents, Read More
Sales enablement is the delivery of the right information to the right person in the right format to assist in moving sales opportunities forward. Sounds pretty simple, right? It isn’t. Assembling the right sales message is a complex process in a large distributed marketing organization — especially in regulated industries. Four or five distinct processes and roles are involved, and without clear planning and a smooth process built on a technology platform designed to streamline the process, it can seem nearly impossible. Marketing creates the information. Management (legal, compliance, HR) reviews it. Marketing publishes it (through a sales portal, Read More
Marketing is dead. Before rejecting the idea, think again. The truth is that only a tiny fraction of a marketer’s time is actually spent on marketing – that is, on creating demand for a product or service, shaping the brand, and supporting sales. How is that possible? Just look at the number of communications channels a marketer has to manage in today’s multi-channel world – and add to each communications channel the necessity for planning and budgeting, delivering or implementing, tracking and reporting on each one. Add managing the process of distributing marketing and sales support materials in an indirect Read More
How many times have you heard comments like this from sales people? Marketing never gives us the right information we need to close the deal. We have to spend hours and hours creating our own customized content to sell effectively. It takes too long to find the right information and get permission to customize it for our prospects. Chances are you’ve heard those complaints just about as often as you’ve heard the opposite coming from the corporate marketing department. Sales never uses the approved materials and the brand is compromised because of inconsistent messages. We have to spend hours and Read More