October 2017

Products vs. Services: The Real Marketing Difference

The messaging used to attract audiences for products and services work the same way. Go beyond that, though, and you’ll see some important differences.

The quest for more purposeful meetings

Janet Sperstad, program director of Meeting and Event Management at Madison College in Wisconsin, has spent her career working toward more purposeful meetings. This fall, she released a white paper co-written with Amanda Cecil of Indiana University entitled, “Purposeful Meetings: How to Plan With Deeper Meaning, Innovation and Insight In Mind.” We talked with her about her findings.

3 Steps to Effectively Move Beyond ‘Sales Coaching’

Sales coaching is a catchall term that, if not effectively managed, won’t actually help even good salespeople get better at selling. Organizations that want to improve their sales teams while still cultivating a dynamic company environment need to move beyond sales coaching to embrace a more diversified and hands-on training platform.

This Is Not Your Father’s Marketing Plan, and That’s Good

Gone is the view that marketers are harbingers of brand only; now, they’re responsible for revenue, profits, growth, and the customer experience – a paradigm shift that calls for a newer, high-performance plan capable of addressing modern marketing holistically across awareness, acquisition and retention objectives.

The Best Way to Sell Is With a Story

Well-told convincing stories help build relationships with customers. They demonstrate your company’s knowledge and expertise, they confer credibility, and they lay the groundwork for trust. Storytelling is vital at every point in the sales cycle.

Reading Every Day Can Help Position You as Your Buyer's Trusted Adviser

Devoting a small chunk of time every morning or over every lunch break to read up on and learn more about your buyer’s industry can go a long way toward becoming that client's trusted advisor.

5 Habits of the Best Salespeople

In this business environment, you’ve got to do such a stellar job for your customers that they return to you again and again – and become lifelong customers. Here are five abilities that top performers use.

Using the Gig Model to Build a Sales Engine

From the very beginning – before a product is even developed – startups as well as mature organizations rolling out new product lines need to ask the question, “How will we sell this?”

The Sales Enablement Market Is Consolidating – and It’s a Good Thing

The boom in sales enablement software has created a $700 million market spanning dozens of companies that is expected to be worth $5 billion by 2021 – and this volume is creating new challenges for the customers using the products. There is a market shift coming that will solve some problems, including too many platforms and too many vendors.