In yesterday’s post, we discussed the process of mergers and acquisitions (very roughly) and its implications for employees. Today, let’s talk about the career prospects for those employees. Stay or go? When companies merge, culture changes. Sometimes the change is slow and gradual, sometimes it’s immediate. In cases where a large company acquires a small…
I’m about to reveal to you a sales technique that will make you more money, close you more deals, and bring you more sales opportunities than any other sales technique that I know of. If you master its usage and can bring the emotional and mental discipline to bear to use it, you will profit.…
One of the hardest things to do in sales and marketing is maintain a strong spirit in the face of adversity. No one knows this better than sales and marketing folks who are routinely rejected, sometimes in the strongest possible terms, on a regular basis by their audience. From doors being slammed in your face…
Marketing tends to be divided into two houses. One house is the analytical side, where data is the order of the day and results can be quantified with incredible precision. Return on investment is a straightforward financial calculation and campaign performance is measured by wonderful tools and methods. The other house is the creative side,…
If there’s one piece of advice, one method of marketing that surpasses all others, it’s simply this: always be testing. One of the greatest mistakes a marketer can make is to assume that things stay the same. I’ve even heard executives of major corporations and agencies say, “We’ve tested enough, let’s just do this” or…
People are funny. In the absence of any map or plan, they’ll tend to follow the first person who appears to have even a marginally reliable plan of action or map, even if that map and plan is totally wrong. In order to be a successful marketer, you not only need to have a map…
At the end of the day, you have to make money in order to pay the bills and stay in business. There’s no avoiding that reality: somewhere, resources must be provided in order for you to do what you do, whether you’re a Little League baseball team or a Fortune 50 mega-brand. In order to…
If there’s a more time-honored concept in marketing than the funnel, I don’t know what it is. There are more variations on the marketing funnel than virtually any other model as well. The marketing funnel is elegantly simple: illustrate the different stages that people go through to become customers. Most marketing funnels are based off…
For the past 40 years, strategists have used a model created by Albert Humphrey of Stanford University called SWOT to determine how achievable a business objective is. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. SWOT is a deeper analysis than it first appears when it’s explained to you. It can be a powerful tool…
