Financially Responsible Marketing

Sales and Marketing

Building a marketing relationship is a wooing process

Posted by on Nov 21, 2017

You’ll need expertise, energy, discipline – and good timing   Decades before the dawn of the digital world, sales managers focused on keeping the sales funnel full. Continually bringing new prospects to the top of the funnel, with the qualified leads moving through to a closed sale. Today, online, it’s the same story. But it’s now known as a TOFU-MOFU-BOFU world, and the steps to move qualified prospects on to a sale are more clearly defined and are connected to specific actions: TOFU: top of the funnel – possible prospect MOFU: middle of the funnel – interested but not committed BOFU:...

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Marketing and sales – joined at the hip – let the dance begin!

Posted by on Mar 29, 2017

Did you catch Ben Firman’s recent Globe and Mail article about the never-ending battle between sales and marketing departments? Sales and marketing have joint accountability and a common goal; one would think that alignment would be inevitable – even easy. Yet the opposite is often the case. Ben described a state of co-operative competition that readily descends into finger-pointing and arguments. Who takes the budget? The fall? The credit? Since the turn of the century the term smarketing has been used to describe sales and marketing groups that are fully aligned and integrated. Yet while...

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Is marketing a black hole? Or the only path to real growth? Part 1 of 2

Posted by on Feb 15, 2017

I never needed it before – why now? Here you are thriving, a successful enterprise. But you’re not sure where to invest to get to your next phase of growth. And you’re thinking of stepping into marketing? “Hey!” says your reluctant self, as it has for years. “We’ve built a successful business without that marketing investment! We have a great service/product that speaks for itself. Do we really need to go there?” Marketing is a badge of honour, an inevitable step in your march to success Here’s the pill you need to swallow as a successful small-medium business. Even with strong advocates for...

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The thing that everyone wants this holiday season!

Posted by on Nov 9, 2016

Whether you are tapping into your sales pipeline or reinvigorating relationships with customers, the holiday season is a great time to reach out.  An email or phone call might not cut the mustard and come across as too pushy or self-promoting.  However, if you give a little gift during the holiday season, it can be a boost to your brand’s presence with your audience and start a conversation. But what should you consider when deciding on what to use for your holiday promotional materials?  There are 3 key attributes that make promotional products successful.  An item that is unique.  Brand...

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Why invest in marketing? My business doesn’t need it!

Posted by on Nov 4, 2015

You’ve grown a successful business. You have worked hard over the years with your head down, perfecting your service offering. You identified a need in the market early and addressed it … better than most. There is no fluff – you are the real deal. Combining the ingredients of your proprietary knowledge, your skillset, or maybe just the work ethic of an elite athlete, you created a recipe for success. A peacock. Without applause. Recently, having come this far, you stuck your head up to view the landscape. Kudos to you, you should be proud …  like a peacock spreading its feathers …...

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Build out your customer strategy model: An analysis of your customer base

Posted by on Oct 7, 2015

In 10+ years of helping a wide range of clients to identify who their best customers are… and thereby their target market… and thereby their ideal messaging – I am continually surprised that the vast majority had the wrong answer before we started. How is that possible? How could they not know something that seems so obvious? My theory is that it’s because everyone goes by their gut on this issue, rather than facts and stats. While sales people and executives have ideas in their minds about who the best clients are, who they’d love to have as their Next Great Lead, they don’t actually test...

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