Search:

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:

Read More

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:

Read More

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

Deliverability:  Conquering The Email Marketing Problem

Posted by Doug Davidoff

Sep 14, 2017 2:00:00 PM

email-marketing.pngFrom the days when Google announced their “email killer” Wave, I’ve heard marketers and consultants say things like, “Email is dead.” My response to those who say that to me is always: “Really? What do you use instead?”  

I usually don’t get an answer, or someone starts rambling on about social media, private communication networks like Slack, or they claim organic (or paid) search is the only viable strategy. They say if people want what you do then they’ll find you, and a marketer’s (or salesperson’s) job is to ensure that the right people can find you.

While there is certainly truth to the statement that people will find you (and no one can question the growing importance of social media, search and the challenge that communication networks like Slack represent) the fact is that email is still the number one tool in the toolbox for managing and developing business relationships. 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

The problem is that email is a “push” communication tactic, in a “pull” world. Additionally, when you’re sending an email to someone, you are competing for attention in what is probably the noisiest and toughest place to compete - the inbox. This means that your email strategy must rise to a higher standard. Good email marketing simply isn’t good enough.

Read More

Topics: Lead Generation, Inbound Marketing, Lead Nurturing

The 10 Worst Vanity Metrics Every Marketer Uses

Posted by Doug Davidoff

Aug 31, 2017 5:00:00 PM

The 10 Worst Vanity Metrics Every Marketer UsesWhat you measure gets done...so be very careful about what you measure.

The story of Moneyball is a powerful one. Despite its popularity, its central thesis is often overlooked. While many people point to the new analytics that Oakland A’s general manager Billy Beane identified that others ignored, the real power (and advantage) was in their ability to determine the metrics that everyone else valued that, in reality, did not lead to success.

The time has come (more accurately the time is long past due) for Moneyball to come to marketing and sales.  

Twenty-first-century marketing, led by the movement to inbound marketing, made a compelling promise: greater insights, fast & better decisions and the ability to separate the “signal from the noise.” Businesses of all shapes, sizes and industries would finally be able to stop debating opinions and feelings and would be able to rely on facts and data.

While it has fully delivered on the promise of more metrics (I would argue too many metrics), it has not delivered on the promise of insights and smarter decisions, backed by facts and data.

The reason? People measure the wrong things. The vast majority of metrics used by marketers and executives are what I call “vanity metrics”. What is a vanity metric? It’s a metric that can make you feel good but is not an indicator of success or advancement.  

If they’re ineffective, you may ask, why are vanity metrics so attractive? For two reasons:

  • They’re easy to measure.
  • They’re easier to control (and therefore they make bosses and clients feel better).

Identifying, tracking and utilizing metrics that actually contribute to success are hard to detect and uncover. I recently shared an example of a set of metrics we regularly use in guiding our business and advising our clients.

I love metrics, but it’s important to note that it’s better to have no metrics than to focus on the wrong metrics. Today I share 10 of the most popular metrics that are used by the vast majority of practitioners but do little or no good.  

Read More

Topics: Lead Generation, Inbound Marketing, Performance

3 Reasons Lead Generation Efforts Fail

Posted by Doug Davidoff

Aug 24, 2017 5:30:00 PM

3 Reasons Lead Generation Efforts FailI’m in the process of writing a book (more news at that soon) and through that process, it’s led me to review much of what I’ve written over the last 13 years. One area that I found fascinating is that as recently as five years ago I was writing about the need to focus on lead generation.  

Today, I find that I don’t have to convince people of the importance of taking a professional approach to lead generation. Even (most of) those that are not practicing it acknowledge it’s the right thing to do.

However, after ten years of Inbound Marketing, sales development and demand generation “strategies,” sales and marketing executives alike cite the need for greater lead generation as a top 3 challenge. I think it’s earned a permanent position as the #1 priority of marketers in HubSpot’s State of Inbound Report.

With so much money and time being spent on lead generation, you’d think the problem would have been solved by now, wouldn’t you? The majority of lead generation efforts are failing and frankly, they’re annoying customers and prospects while increasing costs for companies. Something has to change.

Having reviewed hundreds of lead generation programs, I’ve learned there are three core reasons that so many lead generation efforts fail.

Read More

Topics: Lead Generation

Good Content is a Commodity: The Keys to Making Content Marketing Work

Posted by Doug Davidoff

Jul 14, 2017 2:00:00 PM

Good Content is A Commodity: The Keys to Making Content Marketing WorkAaah, I remember the good old days. You remember them, don't you? You know, the days when creating good content was the key to successful content marketing and inbound marketing?

Don't get me wrong, you still need good content, but today it's a commodity. Let's admit the truth; there's more than enough good content out there on just about every subject. And while there's more bad content than good, and the volume of bad content is growing faster than good content; good content is simply not enough to drive your results.

But, before you jump to the obvious conclusion that this blog post is about the need to create great content, that is not what I'm suggesting. Frankly, as I've been studying the keys to success, I'm increasingly convinced that for most companies, creating great content is not the answer. Simply put, the investment of time and energy (and as a result - money) to get from good content to great content isn't justified - the juice isn't worth the squeeze.

How can I say this? Isn't this content marketing heresay? Look, I'm not saying having great content is bad. Instead what I'm saying is that if you're not utilizing your content (super) effectively, your focus should be on optimizing your process before enhancing your content.

Read More

Topics: Lead Generation, Inbound Marketing, Lead Nurturing, Demand Generation

Landing Pages Not Getting Converted? Here's What to Do About It

Posted by Doug Davidoff

May 4, 2017 3:00:00 PM

Landing Pages Not Getting Converted? Here's What to Do About ItIn Hubspot’s State of Inbound 2016 , both inbound and outbound marketing teams consider “converting contacts/leads to customers” as their top marketing priority over the next 12 months. It’s agreed upon that ensuring landing page conversion is critical.

If you’re not getting the response that you’d expect, or it’s taken a nose dive recently, following are three important keys that will help you refresh your pages. Read on to save time and generate the leads that will make your sales team – and your CEO – extremely happy.

Read More

Topics: Lead Generation, Lead Nurturing

The Importance of Blogging: 6 Keys to Writing Effective Blog Posts

Posted by Doug Davidoff

Apr 25, 2017 1:00:00 PM

The Importance of Blogging: 6 Keys to Writing Effective Blog PostsHave you started blogging yet? No? You may be the only person left. I recently learned that 6.7MM people publish blogs on blogging websites, and another 12MM write blogs using their social networks. (Source: Nielson Social)

That’s a LOT of content floating around on the web. Is it even worth your time to write a blog? (I’m sure you’ve got a million other things on your marketing “to do” list.) BUT the answer is yes - blogging provides the opportunity for you provide a clear and consistent message about how you can solve your customers’ problems. Add to that, when businesses blog, they have 97% more inbound links. (Source: Hubspot)

How can you wade through the blogosphere clutter and make sure your information stands out? Following are six key points to writing effective blog posts.

Read More

Topics: Lead Generation, Inbound Marketing

Five Reasons Good Sales & Marketing Messages Fail

Posted by Doug Davidoff

Jan 12, 2017 4:00:00 PM

Five Reasons Good Sales & Marketing Messages FailMessaging gets a lot - A LOT - of attention from both marketers and sales executives. For good reason too. An effective message is like a large lever (give me a lever long enough and I can move the world). Conversely a poor message will thrust you into a thorny patch of commoditization and irrelevance.

As you’d expect with something as important as a company’s messaging, significant time and money is spent on the effort. But stop for a moment and do the following:

  • Look at your website
  • Review your sales and marketing collateral
  • Think about how sales conversations are started with prospects

Now, ask yourself, “what is the message we’re conveying?” Are you happy with it? Does it stand out and resonate with customers and prospects? Is it a competitive advantage?

I know the answer for most of you is, “no!” I know this because in workshops I conduct across the country when I ask executives, marketers or salespeople to share their message, almost all of them start off stuttering and blathering about themselves. I can also look at the results of marketing and sales efforts and see that the message isn’t working.

Having been directly involved with the assessment and development of hundreds of companies’ messages, I’ve learned five key reasons that good messages fail.

Read More

Topics: Lead Generation, Inbound Marketing, B2B Sales Strategy

6 Ways You're Scaring Your B2B Leads Away

Posted by Stacy Bouchard

Oct 25, 2016 4:00:00 PM

scare-away-your-leads.jpgEverywhere you look these days, there’s something that’s been designed to give you a chill. From spooky jack-o-lanterns to ghosts and witches to creepy clowns, it’s the scaring season.

In less than a week, kids will be dressed up and invading neighborhoods across the country in search of treats. Where I live, we don’t get many trick-or-treaters. Those who do stop by get a friendly greeting – nothing too scary – and take home a big handful of treats.

In some ways, trick-or-treaters are a lot like B2B leads. Depending on how you present your company and what you offer, they may be scared away before they ever ring the doorbell.

Read More

Topics: Lead Generation, Inbound Marketing