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“A business exists because the consumer is willing to pay you his money. You run a business to satisfy the consumer.” – Peter Drucker It’s about your customers. It’s not about you. Never forget that. Who cares if you want freedom. What does it matter that you like what
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In our marketing consulting, we are typically faced with one of two problems: 1. There are not enough inbound leads 2. There are too many inbound leads Each of these requires a different marketing system. For organizations which are inundated with many leads, there is a problem focused around the
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A recent article from Marketing Automation Software Guide hit on the main reason why many of our clients hire us for marketing: running a complete system is difficult and requires perseverance. Pieces have to be put together, tested, changed, refined and created again. Getting into the mind of a specific
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The sales process has changed from times past. It's not about selling. It is about buying. Salespeople today realize this as they can feel the empowerment and independence the buyer has in the sales conversation. Instead of creating tension, you can be an ally in the awareness and
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Today's sales process is different. Buyers are not relying on salespeople to become educated and move through a traditional pipeline process. The self-service nature of buying based on the internet affords buyers information to help them understand what they want and how to conveniently get it. They search,
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As a seller, it is understandable that you have such a high impulse to sell leads hard. The problem is that buyers do not like to be sold. When they feel sold, it creates tension and resistance, the very opposite effect you are trying to promote. There is a new
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Today's sales process is different than in times past. Your sales prospects are better educated and in more control. They do not feel the reliance on a salesperson to educate them. When they engage a salesperson, they are giving attention that they are greedily protecting. Everyone is inundated
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There is an astute article at mycustomer.com, "Is It Time To Move On From Marketing Automation?" It is an indicator of the disenchantment with the claims and hype with marketing automation implementations in organizations. The frustration is well-founded. If automating the buying process by creating a sterile
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Marketing automation is focused on a premise of nurturing leads to build trust for a ready sales engagement. That's the idea at least. It's the doctrine, but like many good doctrines, there are pundits and posers. There are those that love to rally around the marketing
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Marketing automation is relevant today because buyers deliberate and educate themselves before they engage. What used to be the role of a salesperson in the sales process has shifted to buyers and their ability to self-service for information. However, marketing automation does not alleviate the need for sales. The handoff
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Much of old school selling happened on a personal level. Face-to-face meetings and phone calls were common. Prospects gave us attention because we had information which would help them understand something they were unfamiliar with. The new economy is digital. We can self-service on what we need education or orientation
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Marketing automation sets up the salesperson. It assumes something that traditional sales does not: buyers prefer self-service until they are ready to buy. If you court your buyer too early, you can violate trust. It is intrusive and unsynced with how they would prefer to move through the process of