The leads we are getting are no good.
Sales reps do not know how to sell.
This is a common exchange in B2B. And it’s where most strategies and plans go to die.
Try changing the approach to the following.
What information might we benefit from to get better leads?
What information might we need to close more sales?
You know the saying, two pairs of eyes are better than one. Imagine two pairs of eyes, two experts, two brains, two departments focused on solving the same problem.
The current situation is unprecedented. The pandemic is putting a strain on everybody. A huge amount of people have suffered serious consequences.
And if after two years your company is still using Covid as a tentative reason to excuse poor customer service, delayed deliveries, price increases, product shortages, it’s time for you to stop.
Rethink your business, instead, and figure out a way to provide the experience people expect.
That’s your responsibility.
Note: the image of this post is from Tom Fishburne @Marketoonist.
When you write instructions, make sure you test them with those they are written for.
It is not enough to get approval from somebody who knows and already understands the process you are describing.
Otherwise, this happens.
We ask you to create your own personal account at *URL*. In case you already have a personal account created for the child from preschool, the same account is used for the registration to school. You may not use the account created for an older sibling but are permitted to add the younger sibling using the key codes below.
From instructions to register your child to school
On one side, you have two colleagues, with similar competences, juggling more or less at the same time the following tasks: client booking via phone call, client support via phone call, client data collection and entry, service delivery, invoicing, and payment collection. This is a mess.
On the other side, you have two collegues, with similar competences, alternating on their tasks more or less as follows: one does client booking via phone call, client data collection and entry, invoicing, and payment collection; the other one focuses on service delivery and client support via phone call. This is a process.
We use to think of processes as the main reason for inefficiencies and disengagement, but the right process in the right place can do wonders. And the client is the one benefitting the most.
Marketers market products. And marketers also market marketing.
Some are good at the former, few even understand that the latter is just as important.
To market marketing means promoting the role of marketing internally. It means asking around what the expectations around marketing are, kicking off a dialogue, setting and reporting on the right metrics, being consistent at building a narrative that supports all of the above.
When marketers do only market products, you see marketers going around and trying to apply the same tactics in completely different circumstances. Then coming up with a new fad to try and keep things fresh.
Marketing is a practice, not a campaign.
You've got this 