Tag: sales

Capability and capacity

FabrizioLeave a comment

There are two things you can consider when building a team.

  1. What are the things that we are not doing because the people in the team do not have the skills to do them?
  2. What are the things that we are not doing because the people in the team do not have the time to do them?

In the first case, you are looking to build the capabilities of the team. That is fairly typical for small teams, or teams that need to grow into unexplored territories.

In the second case, you are looking to build the capacity of the team. That is fairly typical of large teams, or teams that need to scale fast.

The problem is when small teams hire for capacity, and therefore do not get the type of knowledge and expertise they would need. Or when large teams hire for capabilities, and therefore get the type of knowledge and expertise they don’t need.

Be aware where you stand and what you are hiring for.

Seeking themselves

FabrizioLeave a comment

Why should people follow you?

Why should they comment on your social media posts, subscribe to your newsletter, download your latest research, share and spread your word?

As a marketer, if you are not constantly asking yourself this, you will not succeed.

Also, if your are answer is, “to become a new lead”, you will not succeed.

People are not out there seeking you. They are out there seeking themselves.

The committee

FabrizioLeave a comment

All great marketing was challenged. At some point, by someone.

And so, if everybody likes what the marketing team produces, they are probably on the wrong track.

The truth is, you don’t know what is going to work or what will be great. So never have a committee preemptively trying to determine that.

Image from Marketoonist.

Small to get big

FabrizioLeave a comment

Pursuing your goals is a work of removal, not addition. That’s where most people get lost.

You don’t need more time, you need less time.

You don’t need more resources, you need less resources.

You don’t need more opportunities, you need less opportunities.

You don’t need a larger market, you need a smaller one.

Get small to get big.

Reconsider the system

FabrizioLeave a comment

If you miss your targets once, it’s good to try with more time, more resources, more of whatever you think was missing, without touching the system.

If you miss your targets consistently, then more is just going to be an excuse to delay something inevitable. You have to reconsider the system.