The Best Salespeople Do What the Best Brands Do

Harvard Business

Digital commerce and disintermediation have caused many customers to question the importance of having a sales relationship at all. They contribute tremendous value to their organizations through their market insights and direct communication channel with customers. So they help their companies with product development, marketing strategy, and customer service by serving as the Voice of the Customer internally.

What Salespeople Need to Know About the New B2B Landscape

Harvard Business Review

This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. The typical funnel starts with a marketing-generated lead for a “suspect” that, after qualification, becomes a “prospect,” and then a customer through steps that are measured and managed. Sales & Marketing Customers Article

AIDA 11

Making Sense of Owned Media

Harvard Business Review

Marketers often distinguish between paid, earned, and owned media. While the strategies are different, the goal is the same — to generate awareness and engagement. If you want to get ahead, and stay ahead, you need to rethink your owned media strategy. Social media is an owned media strategy for the social networks themselves, but not for you. So what are the elements of an owned media strategy? Marketing Media Social media