Chasing the Viral Event

Nothing quite like when some content you've posted goes viral. Exciting! And a distraction. Chasing the viral event will waste a lot of cycles and distract you from your core marketing effort, which should be to slowly, steadily building a following. ... [Continue Reading]

It Seems Like Such a Good Idea

For every complex problem there is an answer that is clear, simple, and wrong. H. L. Mencken What is it about folks with newfound wealth (e.g. some millennial scores big when he sells his startup) that makes them think that they can now opine with confidence on complex policy issues?  So it is with ... [Continue Reading]

Make A Trial Part of Your Sales Process

Offering a trial can be an effective part of your sales process, enabling you to qualify and educate the prospect. And, it can reduce resistence to trying something new. Be sure to: define its scope and goals; put it on a clear timeline; and charge for it. ... [Continue Reading]

Social Selling Has its Limits

Social selling is tempting for an early stage company but is of limited effectiveness. It is tempting, and enjoyable, to spend a lot of cycles promoting your company via social media: in the end, you will not make sales this way. ... [Continue Reading]

Continual Qualification

Your sales process will be tighter and more predictable if you develop a culture of continual qualification with your sales team. Every interaction with a prospect is an opportunity to better gauge their intentions, their interest, their likelihood of buying. This will save your team a lot of time ... [Continue Reading]

Your Message Matters

Developing a clear, consistent message is as much about aligning your team as it is about communicating with your prospects. Take some to to workshop your message with your team. The simpler it is - and it should be simple - the more work it will take to uncover it. ... [Continue Reading]

Sizing Your Market

You should be able to size your market credibly, using trade data and goverment sources (e.g. the Census Bureau, the Bureau of Labor Statistics), breaking it out into the Total Addressible Market, Serviceable Market and your target market share. ... [Continue Reading]

26-31 Lead Nurturing

Your outbound marketing program should effectively nurture leads for you sales teams: folks they have talked to who are not ready to buy but that they want to track. You probably won't be able to afford hiring a team of SDRs so this will have to take their place. ... [Continue Reading]

25-38 Using Sales Scripts

I like to have my sales team learn and use scripts to guide their calls and demos. Burn them into their brains. Once they have them memorized, they can discard them and riff, but not until they have done so. ... [Continue Reading]

Bakers of the World Unite

It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own interest. - Adam Smith Adam Smith gave bakers a bad rap 300 years ago when he noted that they - all businesspeople really - didn't produce the goods they produced ... [Continue Reading]