Marketing

Has Your Company Achieved True Differentiation?

By |2024-05-19T08:37:06-04:00May 16th, 2024|Categories: Marketing|Tags: , , , |

The company’s owners were stunned when their top salesperson left for a position at their rival. When they asked why this key employee was moving on, they learned it wasn’t about money or prestige. The future looked brighter there. Losing their sales star was a gut punch, but it inspired the owners to take a closer [...]

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Have Your Sales and Marketing Changed to Reflect Today’s Sales Trends and Buying Behaviors?

By |2024-02-29T12:12:11-05:00February 28th, 2024|Categories: Marketing|Tags: , , , , , |

From advances in digital technology to the lasting impacts of the Covid pandemic, nearly every aspect of the business world has been upended in the last few years. Yet far too many B2B sales and marketing efforts ignore the dramatic changes in customer buying behaviors. Although the dynamics between B2B buyers and sellers have profoundly changed, [...]

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Should You Listen to Your Inner Marketing Child?

By |2023-06-24T14:24:27-04:00June 22nd, 2023|Categories: Marketing|Tags: , , , , , |

You’re on vacation or at a conference when you spot something that seems like remarkably clever marketing. You take a photo or make a mental note, and plan to “borrow” it for your own business when you get back home. Is that a good idea? Probably not. The most effective marketing is just like a company’s [...]

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When Acquiring, Don’t Forget to Merge Your Marketing

By |2023-06-24T14:27:18-04:00May 23rd, 2023|Categories: Marketing|Tags: , , , , , |

Companies pursue acquisitions for any number of reasons, most of which are related to growth objectives. Unfortunately, in the course of folding the new business into their own, companies often forget to integrate their marketing efforts. In some cases, failing to address marketing issues as part of the acquisition can lead to a company unknowingly becoming [...]

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Is It You or Your Company?

By |2023-05-29T11:22:27-04:00March 7th, 2023|Categories: Marketing|Tags: , , , , , |

It’s not unusual for business owners to have healthy egos. It takes a great deal of confidence to launch and guide a business through the ups and downs. Unfortunately, egos can inflate into so much self-confidence it impedes success. I thought about that after I concluded a conversation with a business owner who responded to my [...]

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Marketing and Sales Don’t Have to Be Enemies

By |2022-10-31T10:51:47-04:00September 13th, 2022|Categories: Marketing|Tags: , , , |

I’ve long found it amusing (and amazingly frustrating) that the two departments focused on driving most companies’ revenues are rarely in sync with one another. Often, their conflicts rise to the level of sworn enemies. Instead of taking a symbiotic approach, both departments avoid and sidestep each other, impairing their success and that of their employers. [...]

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Sneaking a Look Under Your Competitors’ Hood

By |2022-06-01T15:22:54-04:00May 25th, 2022|Categories: Marketing|Tags: , , , |

Have you ever wished you could take a surreptitious peek into your competitors’ operations or decision-making process? What if I told you, it may be easier than you think? I’m not suggesting you hire industrial spies to break into a competitor’s production facility or try to place a mole into their executive suite. The simple fact [...]

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Everything Your Company Does is Marketing

By |2023-10-24T18:18:07-04:00February 25th, 2022|Categories: Marketing|Tags: , |

I was excited to open it. The website had been compelling, and the box was beautifully designed. The product was exactly as advertised. And then I saw the sheet. It was a simple slip of paper, containing the assembly instructions, apparently cranked out on the company’s photocopier. The text was skewed on the page, so whoever [...]

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The Customer Isn’t Always Right

By |2022-09-20T09:29:11-04:00December 10th, 2021|Categories: Marketing|Tags: , |

The disagreement grew increasingly intense. His frustration was obvious as he angrily snapped, “I’m the customer! I’m always right!” I didn’t yell back. I simply resigned his business. “The customer is always right” is an outgrowth of the intense competition among early big-city retailers. 19th century titans like John Wanamaker and Marshall Field wisely emphasized customer [...]

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Are You Forgetting Your Most Important Audience?

By |2021-08-23T17:03:39-04:00August 18th, 2021|Categories: Marketing|Tags: , |

The marketing director worked hard on the new campaign and convinced the CFO to budget extra dollars for the launch. It was an exciting promotion with an impossible-to-ignore offer that was certain to boost sales to new highs. Only one problem: nobody told the sales team about it. So an hour after the email blast went [...]

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