What will you sell? To whom do you sell? Through whom do you sell? Against whom do you sell?

And how will you decide?

How to know when you should outsource marketing Part 2

In Part 1 of this blog, we started small – focussing on businesses who are achieving less than $20 million annual revenue. Here, we’ll be going a little bigger and look at those turning over more than $20 million. While the numbers are different, the concept is the same – your marketing needs to evolve as your business does.   When revenue exceeds $20 million Once you get to around $20 million, it’s time to look at bringing some, or all of that marketing in-house. So, you're going to hire one or two in-house marketers. If there's READ MORE

6 steps to building a shared Sales and Marketing process (they both agree to) Part 2

In part 1 of his blog, we discussed the first three steps you need to take to start creating an aligned process and team. But that’s only half of it. From here, we’ll build on those steps to finish up and agree on a clearly aligned sales & marketing process that gets both teams on the same page. Remember, the net effect of building a single, optimised Sales and Marketing process is that the lead acceptance from Marketing to Sales doubles (by 108%) and Marketing’s contribution to revenue does better still (by 126%). How to build a 1-page READ MORE

2020-07-02T14:30:05+10:00By |Strategy|

6 steps to building a shared Sales and Marketing process (they both agree to) Part 1

If you want Sales and Marketing to be on the same page, then there had better be only one page. Here's how to do it. Benefits of an aligned Sales and Marketing process Research shows that building a single process when it comes to Sales and Marketing has some very measurable and substantial benefits for your business, including: Increasing lead acceptance by 26% Increasing lead closure rate by 15% and Marketing's contribution to revenue by 59% Lifting lead acceptance by another 31%, and Improving lead acceptance by another 27% and marketing generated revenue by another 63% when READ MORE

Inbound marketing vs. outbound? A case for both.

The marketing world has been fascinated with inbound marketing for years. Is inbound always the right way to go? And are there parts of your market where inbound is the right approach, and others for which outbound is better? Three types of targets When considering who you wish to market your business to, there are generally three key targets you should focus your energy on: Target role and company — this is one or more key senior roles in the company you really want to sell to. They are the decision makers, or perhaps the right starting point. READ MORE

6 steps to building a shared Sales and Marketing process (they both agree to)

If you want Sales and Marketing to be on the same page, then there had better be only one page. Here's how to do it. https://www.youtube.com/watch?v=U1YYKEmy7K4 Benefits of an aligned Sales and Marketing process Research shows that building a single process when it comes to Sales and Marketing has some very measurable and substantial benefits for your business, including: Increasing lead acceptance by 26% Increasing lead closure rate by 15% and Marketing's contribution to revenue by 59% Lifting lead acceptance by another 31%, and Improving lead acceptance by another 27% and marketing generated revenue by another 63% READ MORE

2020-07-02T14:32:47+10:00By |Evergreen, Strategy|

Build vs Buy, and some Surprise Benefits from Aspose.Slides

Build vs Buy, and some Surprise Benefits from Aspose.Slides We're all in. Funnel Plan has gone from being a great tool to help our consultants to build sales and marketing plans for clients, to a 'bet the farm' investment in a self-contained software product licensed as a software service (SaaS) model. Our clients have built over 2000 sales and marketing plans using Funnel Plan and we learn more every day about what clients want. So you'd think it reasonable that we feel we need to build everything ourselves, so that we can own all the IP. Our READ MORE

How to know when you should outsource marketing

When is outsourced marketing a good idea? When should you do it in-house? Here’s my experience... https://www.youtube.com/watch?v=6eeY3fv6dyw Evolve your approach to outsourced marketing I’ve managed outsourced marketing for hundreds of businesses - and operated as the outsourced group Chief Marketing Officer for many of them. So, I have got a pretty good handle on what works and what doesn’t. Today, let me give you a really short summary of what I’ve learned should be outsourced – and when. The answer’s not complicated, but it does need to evolve as your business evolves. When you’re in scrappy start-up READ MORE

Where to Direct your Marketing Spend

If you had four products or services, how much money should you spend on each? Should you double-down on the one product or service that's making all the money? It may not be obvious, but the answer is no. Allow me to show you why. https://youtu.be/GGgQTblgaf0 Where should your money be going? Let’s start by analysing which of your markets are mature (and therefore unattractive) or new (and attractive), and where your products sit in those markets. Essentially, this means looking at whether your offer is a: Weak product in a mature market Strong product in a READ MORE

Using Focus as a Strategy to Dominate your Market

In every market there's a go-to provider – normally, that's the biggest provider on the market. So, how do you become the go-to-provider and absolutely dominate your market? The answer is to focus. https://youtu.be/NuStN9-L_nQ It’s hard to gain traction in a big market Imagine you hold 6% of your market – certainly the market is big enough for you to succeed. But if you flap around in this whole market, then you’re an invisible small player. On the other hand, if you can find a market small enough, then you can dominate it. Here's the switch: you READ MORE

How to Build a Buyer-Centric Strategy around Product Life Cycle Needs

What does it mean to have a buyer-centric strategy? When it comes to strategy, everyone has an opinion. People will say to you “all you need to do is…" – and that's your cue to tune out completely. But what should you tune into? https://www.youtube.com/watch?v=K3nK65GQI60&feature=youtu.be In a buyer-centric strategy, pay attention to product life cycle needs Today, I’ll share a bit of detail around tuning into your buyer's needs at different points in your product life cycle, as well as some examples of contemporary companies that have made their strategy really buyer-centric. You may have seen a READ MORE