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5 Ways Salespeople Can Put People into the Top of the Marketing Funnel

Posted by Doug Davidoff

Jan 12, 2018 10:00:00 AM

salespeople-1.pngI share a lot on the topic of sales and marketing alignment, but I’m convinced that the successful organizations of tomorrow will move beyond merely aligning sales and marketing, a topic I’ll be highlighting in The 3 Places Where Exceptional Marketing Is The Difference Between Making The Sale...or Not webinar later this month.

To succeed in today’s noisy world, the terms “marketing and “sales are losing the valuable meaning behind their distinctions. These thoughts have led to a lot of work on our part focused on the increasing sales role that marketing must pick up in even the most complex B2B sales situations.

Earlier this week, I had a brief Twitter conversation with Pete Caputa, CEO of Databox. Pete provoked my thinking (as he always does) when he shared a question he’d been pondering for some time, which was “What can salespeople do to get people into the top of the marketing funnel?” I thought it was a great question, and a valuable consideration that I have not written about...until now.

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Topics: Lead Generation, Demand Generation, Sales

7 Reasons Your Sales & Marketing Organization Doesn't Need A Playbook

Posted by Doug Davidoff

Jan 4, 2018 11:00:00 AM

7-reasons-dont-need-playbook.jpgThe Imagine team has invested quite a bit of time and energy into mastering the design, development and implementation of playbooks that guide all facets of the customer and revenue acquisition, and retention process. However, we understand that not every company (or executive) feels the "juice is worth the squeeze.” You and your company might be one of the few who don’t need to spend time developing and using a playbook. Do any of these qualities describe you?

Rehiring Salespeople (and Marketers) is Fun for You

The mis-hire rate for salespeople is astronomical and the mis-hire rate for marketers is growing. Playbooks bring help you define the qualities of the talent needed, create a repeatable hiring process, and build a “genius in the system.” This means you get:

  • an increased talent pool capable of doing the job
  • higher likelihood of employee success
  • shortened ramp-up time

But, hiring new sales and marketing people means you have an endless stream of new people to meet. We know some people who use the salespeople churn process to get dates. We don’t judge.

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Topics: Sales Development, B2B Sales Strategy

4 Resources to Get 2018 off to an Explosive Start

Posted by Doug Davidoff

Dec 20, 2017 2:00:00 PM

explosive-start.jpgI simply cannot believe how fast 2017 has flown by. Here at Imagine, we’re in the final days of getting things wrapped up so we’re ready to take our annual “week of rejuivation”. We have big plans for 2018 and some exciting announcements we’ll be sharing as soon as we’re back at the beginning of the new year.

Of course, even while I’m off and spending time with family and friends, there will be a part of me thinking and reflecting on the lessons I’ve learned in 2017, my plans and objective for 2018 and figuring out how to get out of the gate fast. I’ve always found that if I can make January and February strong, the rest of the year typically takes care of itself.

Over the years, we’ve developed a number of resources focused on the idea of getting initiatives off to a strong and fast start. For those of you still looking for ideas, insights and inspirations to launch next year, here are some of the best ones we’ve created.

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Topics: Inbound Marketing, Sales Development, B2B Sales Strategy, Sales Training/Coaching

3 Ways Salespeople Kill Sales at the End of the Month

Posted by Doug Davidoff

Dec 13, 2017 10:30:00 AM

salespeople-kill-end-of-month-sales.jpgWhen I was a salesperson, I loved December. It was the perfect time to close business. While December is a very difficult month to get things started, it’s a great time to “clean the slate,” take advantage of unused budget and leverage a natural deadline.  

One of the toughest strategies to execute in the sales process is to create a sense of urgency when there’s not a natural and obvious one present. It’s an area that is one of the biggest contributors to sales, less than professional reputation. From the great car salesman’s “If I can put you in a car you like at a payment you’re comfortable with…,” to the “last car on the lot” techniques, salespeople have been manipulating creating urgency for a long time.

It’s no surprise that selling organizations use the end of the month, quarter or year as a means to create urgency. Frankly, I’m waiting for the next evolution in sales: “Hey Mrs. Prospect, you know it’s coming up to the end of the week, tomorrow is Friday after all. Wouldn’t you be happier going into the weekend knowing that you’ve addressed blah, blah, blah.”

End-of-month and quarter tactics are so bad they’ve become a running joke among sales executives, salespeople and buyers alike. Though some of the jokes may be funny, end-of-month actions are not a laughing matter. They’re sales (and margin) killers. Here are the three primary ways salespeople are killing sales with end-of-month actions:

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Topics: Sales Development, B2B Sales Strategy, Sales Training/Coaching

5 Essential Components of a High Sales Growth Tech Stack

Posted by Ellen Welker

Dec 7, 2017 4:00:13 PM

tech-stack.jpgThe game is getting real folks. Every day it seems a new challenge is emerging that makes the traditional growth playbook ineffective. Several weeks ago I shared the results of a deep analysis we completed that focuses on how the very best growth companies build their demand generation program. In The Five Levels of Demand Generation, one of our central observations was the growing role of technology. While companies at all levels are using more technology, the difference between the best and the average was in how they used, integrated and aligned technology in their approach to growth.

Recent research from CEB highlights that companies are spending, on average, almost $5,000 per sales rep more on technology today than they did two years ago. Despite that investment, the results companies are seeing decreases in the results they're seeking. This frustrating conundrum is a great description of where growth-focused companies find themselves when managing the technology landscape.

Sales and marketing technology is no longer optional. Today, it's a ticket to play in the game. As we regularly advise our clients, technology will never be the reason your sales growth strategy succeeds, but it will increasingly be a reason that it fails. Three years ago I would regularly ask, "Is the issue we're trying to solve a people problem or a process problem?" Today, the dominant question is, "Is this a people, process or technology problem?"  

It is for this reason that you must pay attention to the technology you're using and how you're using it, and regularly consider how you can or should use technology in the future. "The Tech Stack" is a term and conversation that needs ongoing attention to ensure a strong competitive foundation.

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Topics: Lead Generation, Inbound Marketing, Sales Development, Performance, Technology Stack

How We Revitalized Our Email Strategy & Turned It Into An Advantage

Posted by Doug Davidoff

Dec 4, 2017 5:00:00 PM

How We Revitalized Our Email Strategy & Turned It Into An AdvantageEmail is (still) a critical linchpin for sellers and marketers alike. Even as social media, chat and private communication networks (like Slack) proliferate, email is still at the center of communication today.

Don’t believe me? Consider (sources, Content Marketing Institute & Optinmonster):

  • 77% of B2B marketers use email in the marketing mix  
  • 91% rate email as a key piece of content marketing success
  • 2.7 billion people use email
  • 91% of users use email at least daily
  • You're 7x more likely to originate a customer via email than other channels
  • 58% of users cite it as the first channel they go to every day

Successful Email Strategy is Harder than it Looks

When I talk with prospects about their sales, marketing and communication programs, there’s a lot of variance regarding the primary tools they use. The one thing they all have in common is the use of email.

Despite the ubiquity surrounding email communications, very little time is spent developing and executing a robust email strategy. I’m convinced that the reason this is true is because email feels easy and inexpensive. It’s just so easy to think that sending “one” bad/ineffective email is no big deal, we’ll just make it up on the next one. Then one becomes two; two becomes 12, and so on.

The reality is that email is one of the most expensive channels in the marketer's and salesperson’s communication toolkit. While sending an email doesn’t cause an immediate, direct cost, what happens after that is significant.

Six-months ago we sat down to completely re-imagine our entire approach to email. Recently, that method (and the results it’s gained) was featured as a case study by HubSpot. Since the case study was published, I’ve been asked several times how we did it. This post will highlight how we’ve lit our email strategy on fire and are expanding our competitive advantage because of it.

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Topics: Lead Generation, Inbound Marketing, Performance

5 Reasons Your Annual Sales Plans Fail

Posted by Doug Davidoff

Nov 27, 2017 3:00:00 PM

5 Reasons Your Annual Sales Plans FailIt’s that time of year again. All across the land, sales and marketing executives, as well as salespeople themselves, are scurrying to put their 2018 sales plan together (for those who operate on a non-calendar year, I realize you’ve already done this).  

Plans are in development (with some even near completion) for the next 12 months.  Fueled by the euphoria of ending of a healthy year, the frustration from closing out a weak one or merely the optimism of what the new year and new plans can bring, companies are pulling everything together, with the goal of clarity, action and success.

I know this from being on more than a dozen calls with clients over the last three weeks helping them put these plans together. While the work is useful (as the saying goes, the value is in the planning - not the plan), I also get an empty feeling from all this work.  

Rarely are these plans actionable or useful. While the revenue targets outlined may be hit, when they are, they’re achieved in ways that are, how shall I say, less than predictable. As with so many traditional business disciplines, the effectiveness of most annual planning should be questioned and adjusted.

With more than two decades under my belt studying the difference between sales plans that drive better decisions and actions, than those that don’t, I’ve discovered five key reasons that annual sales plans fail.
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Topics: Sales Development, Performance, B2B Sales Strategy, Sales Training/Coaching, Demand Generation

5 Ways Your Website is Killing Sales

Posted by Doug Davidoff

Nov 21, 2017 3:30:00 PM

5 Ways Your Website is Killing SalesThe biggest change over the last decade in B2B sales is the importance of your website and web presence. In 2007, your website supported and augmented your sales reps. In 2017, your sales reps augment your website. Make no mistake, your website is your number one, most important sales resource. An effective, sales-ready website positively impacts everybody - customers and salespeople alike.  

There are a number of advantages in this new world for growth-focused organizations. Your website works 24-hours/day, never calls in sick, doesn't complain and delivers the precise message you instruct it to, every time. Done correctly, your website also provides you with insights into what is on the buyer's mind, where they are in their buying journey and what key issues they're looking to address.

Unfortunately, it's still a very small minority of companies that are taking advantage of the power of their website. What's worse, the majority of business websites are sales killers. Despite your best efforts to enhance marketing and improve your sales efforts, what your website is, speaks so loudly no one can hear what you're saying (to paraphrase Ralph Waldo Emerson). Believe it or not, your website is crucial to your success. By the way, don't compare your website to others in your industry. That's not who you're competing with. A phenomenon called liquid expectations means that the experience (and expectations) that your customers and prospects have developed in areas having nothing to do with your company or industry, impact their expectations as much as anything.

Here are five of the most common ways that we see websites kill sales...make sure none of these apply to you.

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Topics: Performance, B2B Sales Strategy, Demand Generation

Stop Closing & Start Selling

Posted by Doug Davidoff

Nov 16, 2017 9:00:00 AM

Stop Closing & Start SellingI honestly can’t believe I’m writing about this topic again. There was a period (probably about 3 - 5 years) where I thought selling organizations had finally evolved and understood that closing is an overvalued, overfocused and overhyped part of the sales/buying process.

To be clear, if you think you have a closing problem, then I’m here to affirmatively and conclusively tell you that closing is never the problem (hell, it’s rarely even “a” problem). The problem just manifests itself at that stage of the process. The problem always - ALWAYS! - occurs earlier in the process.

I used to talk and write about this regularly. I shared the need for sales (and marketing) to educate, “peel the onion” to dig deeper and lead the way for prospects (and customers) to learn and understand more about their problems (including those they aren’t even aware of) and how to solve those problems and/or capture opportunities.  

I have to admit that I enjoyed that period where I was able to focus on the more meaningful components of demand generation and sales. It’s a lot more fun (and valuable) when the focus is on what organizations and people should be doing and how to execute successfully than it is to admonish on what shouldn’t be focused.

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Topics: Sales Development, Performance, B2B Sales Strategy, Sales Training/Coaching

7 Ways Sales Managers Kill Sales

Posted by Doug Davidoff

Nov 13, 2017 5:00:00 PM

7 Ways Sales Managers Kill Sales ProductivityI have tremendous respect and empathy for sales managers. Frankly, I can’t think of a job that is more difficult and complex than managing salespeople. Effective salespeople, by nature, are pretty stubborn in their ways and are always adjusting things based on the specific conversation they’re having at any given time.

I remember when I was in a sales manager’s role, I often felt like I could never win. I was responsible for implementing the strategy and approach that was devised by others (my bosses and their bosses) and required to achieve results through others (the salespeople that reported to me) that I had, at best, only a slight degree of control. Having been a top sales performer, I was always fighting against my natural inclination to just take care of everything myself.

Yet, despite the challenge, sales managers can have great impact. For most organizations, it’s the highest leverage, highest impact position in the organization. For the company, a strong sales manager yields growth and results across multiple performers. For the manager, success at this level opens the door for lucrative opportunities in the future.

If there’s one thing I’ve learned, it’s that there’s nothing quite so good as a strong sales manager and there’s nothing quite so bad as an average or weak one. In my experience, there are seven killer habits that sink managers who would otherwise be strong.

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Topics: Performance, B2B Sales Strategy, Sales Training/Coaching, Sales