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Doug Davidoff

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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

The Most Important Sales Enablement Question for Your Business

Posted by Doug Davidoff

Nov 6, 2017 4:30:00 PM

The Most Important Sales Enablement Question for Your BusinessThe 2001 Oakland A’s had a problem. They’d won their division in 2000, but they were losing the league’s most valuable player, Jason Giambi, to the hated New York Yankees. What’s more, the A’s did not have the money or resources that their competitors had.

The front office, led by Billy Beane, had to figure out how they would replace Giambi and maintain the A’s winning ways. This is where he famously turned to his assistant GM, Paul DePodesta to develop a plan of attack.

This, of course, is the story that led to the bestselling book and movie: Moneyball. While DePodesta and Beane have achieved near hero status and as a result, went on to set a record for most consecutive wins (broken by the Cleveland Indians this past season) and repeat as division winner; they also highlighted essential lessons for every business executive.

In 2016, I spoke at Inbound16 to introduce and define the key principles that have come together to become the growing discipline of Sales Enablement. In that session, I defined Sales Enablement as the ongoing effort of aligning and optimizing all facets of an organization’s revenue generation process. It is focused on increasing the efficiency and acceleration of revenue generation tactics.  

I also highlighted that sales enablement isn't anything new. The world of sports and particularly baseball, have been implementing their version of sales enablement for more than a decade. They called it Moneyball.

So, let’s take a step back and think about the critical question that DePodesta was seeking to answer that led to the breakthrough and in turn, led to the book:

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Topics: Lead Generation, Sales Development, B2B Sales Strategy, Demand Generation, Marketing

Designing a Better Demo Experience to Shorten the Sales Cycle

Posted by Doug Davidoff

Oct 31, 2017 11:30:00 AM

DougTwitter.pngI recently was a part of a debate on Twitter with Brian Moseley about the role of salespeople, especially in SaaS. As you can see, Brian was saying the sales rep is dying.

I’ve lost count of the number of times that I’ve heard about the “death of the salesmen” over the past twenty years, and I’ve come to learn that one should never underestimate the resilience and the relevance of salespeople.

Brian then made an interesting point. He tweeted in response to me, “In SaaS at least, prospects don’t want a “demo” anymore, they want a “free version” with all the features.”

That got me thinking, as I’ve had the unfortunate pleasure of experiencing a multitude of demo’s over the last two months as we’ve been spending more time helping our clients navigate the technology they need to support their sales and marketing objectives.

Shortly before I was going to agree with Brian, I realized a flaw in the thinking. Most (like 90%+) demos are bad, disjointed, boring and self-serving. While I would agree that no one wants a bad demo, I disagree that no one wants a demo.

A quick note for those readers not involved in SaaS or not involved in giving demos- you can substitute the word “presentation” for the word “demo” and this post will still play to you.

Demos are still an important, potentially valuable touchpoint and the time has come to revitalize the demo. Here are some keys to making that happen:

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Topics: Lead Generation, Lead Nurturing, B2B Sales Strategy, Demand Generation

Podcast: The Black Line Between Sales & Marketing

Posted by Doug Davidoff

Oct 26, 2017 1:00:00 PM

Black-Line-Podcast.jpgThere are a lot of great things happening here at Imagine. Last week I shared the new approach we’re taking to supporting and driving faster growth for our clients. Today, I get to announce the official launch of our new podcast The Black Line Between Sales & Marketing. This time I’m hosting the podcast in conjunction with my friend, client, and vendor, Mike Donnelly, the CEO of Seventh Sense. You can subscribe to the podcast on iTunes here.

You may be thinking, “Do we really need another podcast? Afterall, I can’t keep up with all of the great podcasts I’m already subscribed to.” The answer, of course, is an emphatic “Yes!”

What makes The Black Line Podcast unique? If you look at the landscape of podcasts and content in the sales, marketing, demand generation and business growth arena you’ll see three types of programming:

  • Best practices & how-tos
  • Interviews focused on wisdom and thought leadership
  • Interviews focused on stories and experience 
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Topics: Inbound Marketing, Demand Generation, Sales

Why We're Changing Our Approach to Serving Clients

Posted by Doug Davidoff

Oct 19, 2017 12:27:02 PM

Why We're Changing Our Approach to Serving ClientsFor years I’ve come to this blog to write how customers and the world of sales and marketing are changing at rates never before seen. Today I'm excited to share some changes that we're making at Imagine in how we are working with clients.

I've been advising business owners on growth my entire adult life. Figuring out how to grow businesses isn't just my vocation, it's my avocation.

For the first nine years of running Imagine Business Development, friends and associates would tell me that I needed to find a hobby...something that would allow me to break away from the intensity of what I do on a daily basis. I took up brewing beer, coaching baseball, reading fiction books and bird watching (okay the last one is a lie, I never took up bird watching). Finally, I realized that this is my hobby.

I'm lucky. I've had a front-row seat - as a student, practitioner and advisor - to the most dynamic period in business in the past 100+ years. I've worked firsthand with more than 2,000 companies and I can say conclusively that growing a business today is more complicated and challenging than at any time I've seen or studied. On the one hand, organizations have access to more talent, technology and opportunity than ever before. It is these assets and strengths that are also making things as challenging as they are. As Brian Halligan, CEO at HubSpot, shared in his keynote at Inbound17, "It's never been so easy to start a business...and so hard to scale one."

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Topics: Inbound Marketing, B2B Sales Strategy, Demand Generation

[VIDEO] The 5 Levels of Demand Generation

Posted by Doug Davidoff

Oct 11, 2017 11:00:00 AM

[VIDEO] The 5 Levels of Demand GenerationIt’s an amazing time to be a salesperson or marketer. I was talking with a friend and fellow salesperson the other day, sharing with him some of the things we’re doing with clients. Almost drooling I said, “Steve, man, can you just imagine what we would have been able to do with just a quarter of what’s available today? I’d probably still be selling. We could have easily done 5x the volume we did back then in half the time!” Steve agreed with me and we spent a few more minutes reliving the “good old days.”

Yet despite our envy for today’s demand generation resources, reality seems to be painting a different picture. Sales reps are not producing five times the volume in half the time. Profits are not skyrocketing, and while business revenues are certainly up from the time I was a frontline salesperson, that has more to do with inflation than effectiveness.

Make no mistake, there are clearly businesses that are taking advantage of the world we live in. On one hand, it’s easier than ever to grow a billion dollar business; and on the other, it’s more difficult than ever to run a $50 million business maintaining 20-30% growth rates. As the Chinese curse goes, “May you live in interesting times.” While there’s more opportunity than ever before, it’s also more complex and challenging than ever.

As Inbound Marketing, Sales Development and modern sales strategies have increased in popularity and investment (together, it's what we call Demand Generation) we decided to see how companies were progressing. So we spent much of the last year digging deep to see what we could learn about success, the journey to get there and the potholes that prevent companies from thriving. The result is shared in this video The 5 Levels of Demand Generation.

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Topics: Demand Generation

What Inbound17 Means for the Future of Sales and Marketing

Posted by Doug Davidoff

Oct 9, 2017 10:00:00 AM

Inbound17.jpg

This post also appeared on LinkedIn

What a week! I think I'm still recovering from, yet another, magnificent Inbound festival (I have got to call it something more than a conference). A week filled with catching up with old friends, making new ones, learning from peers and seeing and hearing what the future will bring was as exciting as always.

This year's conference had a different feel to it. Once again there were no significant product announcements. (While HubSpot did announce their new Customer Success Hub, it is not released yet, and I have not seen it.)

However, unlike last year (where the focus was on important, internal product improvements) this conference had much more of a meta-trend feel to it. You had to pay attention to notice the key takeaways, but they were there, and their impact will most likely be big.

The following are my three key takeaways, and why I think they’re important and meaningful for any growth-focused executive:

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Topics: Inbound Marketing, Trends

Dashboards:  Is Real-Time Reporting The Answer?

Posted by Doug Davidoff

Sep 21, 2017 3:00:00 PM

real-time-reporting.jpgI’m a data fanatic.  Everyone on my team knows that the first question I ask when someone brings up an idea, points out a problem or suggests we change paths is, “What data do you have that brings you to that conclusion?”

I’m also rather OCD when it comes to reporting (as my friend and Databox’s CEO, Pete Caputa can attest).  I want a report for just about everything (I think the only thing I like better than reports is a good deck), and I’m maniacal about what’s being reported and how it’s reported.

For years I’ve pieced together my version of KPI dashboards to keep track of just about everything that mattered (and my Director of Operations, Jess, would probably add that I followed things that didn’t matter so much).  

In addition to the reporting and analysis we do for Imagine, it’s a primary part of our value proposition to our clients.  I probably don’t have to tell you that Monday’s were pretty hectic as we filled in multiple spreadsheets to track our weekly KPIs, and the beginning of the month was an insane rush of taking screenshots, copying and pasting items into powerpoint decks for monthly reports.  

Frankly, by the time our monthly reports were ready, they weren’t particularly valuable because we were already 1/3rd of the way into the next month.  To call the process frustrating would be an understatement.

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