18-18 Your Sales Playbook

It used to be called the training manual. The sales playbook, which documents your sales process, scripts, demos, sales tools, giving your sales team the tools they need to sell. For an early stage company, probably the most important thing about a playbook is that you get organized writing it; its ... [Continue Reading]

17-43 Your Tagline

Your tagline needs to be clear, sharp and communicate what your product does but I don't think it should be too cute. Taglines for B2B products should avoid the cheeky tone used by B2C start ups whose preciousness is endearing to the consumer but can be offputting to the business buyer. ... [Continue Reading]

16-05 Marketing Automation: Tough For Startups

Marketing Automation is much less compelling than its promoters have claimed, particularly for start ups, whose resources are limited. Start simple, keep your efforts modest, using a simple outbound email tool to offer content to prospects.  Don't get lost in social tools. ... [Continue Reading]

The Conceptual Sale: What is the Sound of One Hand Clapping?

The sales process sits along a continuum, from the commodity sale at one end, to the conceptual sale at the other. Each has its own challenges: part of what makes selling new technology fun (and challenging) is that it is at the conceptual end, it is about ideas. Ideas that change business. ... [Continue Reading]

13-24 Avoiding MEGO: Your Slide Deck

Your slide deck should be simple, clear and focused. A deck is, fundamentally, a visual story telling device. Avoid bragging about your features and using a lot of text: if you're not a visual person, get someone who is to help you design it. Avoid MEGO (My eyes glaze over.) ... [Continue Reading]

10-53 Continuous Sales Training

As an early stage company, you are likely selling something new, different and somewhat complex. You need to continuously train your sales team on how to sell it, and work at continuously improving their skills. ... [Continue Reading]

03-23 Authentic Content

Authentic content is both critical to engaging potential customers and difficult to create. Your content needs to address issues your buyer persona care about and wnt to discuss; it cannot be written by a marketer. If you hire copywriters, you'll need to read their product yourself for authenticity. ... [Continue Reading]

01-17 Your Buyer’s Journey

Understanding your buyer's journey is critical to managing the sales cycle and folks' expectation about the same. Get your CEO to think about his/her own buyer behavior - typically she would be cautious about taking on a new technology and betting her business on it. Likewise, your buyer will ... [Continue Reading]

How Accelerance Goes to Market

In this short video, I interview Steve Mezak Founder and CEO of Accelerance, which helps companies offshore their software development. About Accelerance ISVs and IT departments have trouble hiring small teams of competent, cost effective programmers. Their need is too small for large, well-known ... [Continue Reading]

Thinking Visually

I've blogged previously about slides that use (video here and three years ago here) - these are fundamentally, when used correctly, a visual tool; I thought it made sense to talk more generally about thinking visually. Most of us have been trained in how to communicate using words and numbers but ... [Continue Reading]