Sales and marketing teams, left to their own devices, do not speak the same language. They think they do, but they don’t. Sales teams speak the language of prospects, appointments, commitments, and closed deals. Marketing teams speak the language of exposure, brand awareness, impressions, and reach. Language conditions the way people think, act, and make decisions. It shapes the way people view the world, sometimes in ways that are subtle. It’s for this reason that two people can have a …read more
Marketing and Sales: Can’t We All Just Get Along?
Branding In The Blended Workplace
We are moving toward a part-time, short-term, outsourced, telecommuting, job-sharing, telepresence, IMing, text you later workforce. How in the world are marketers going to reinforce brand sentiment when the very people representing the brand are spread out from anywhere in the world? And just what are the implications for the companies behind the brands?read more
The Death of John Doe
Segmentation based solely on demographics is harder than it used to be, and it’s not about to get any easier. There are a number of reasons for this, including the cultural shift away from “we” thinking toward “me” thinking that has driven the trend toward hyper-personalized products. However, there is a far simpler reason . . . the proverbial John Doe is dead.read more
QR Codes . . . Brilliant? Or Bust?
Quick Response (QR) codes make a lot of sense for the right marketing campaign, as they make it possible to bridge the end user’s offline experience to the offline experience. However, there’s a hitch. According to a recent survey, an estimated 64% of consumers do not understand the purpose of QR codes. Is that a problem?read more
The Media Owes You Nothing
Like it or not, nothing boosts business like a little publicity. Despite the swirl of information about how social media has changed business, social media doesn’t seem to quell the need for good old fashion publicity. Many of my clients understand that submitting a concept to the media does not mean it will be picked up. But every once in a while, a client will get annoyed when he/she sees a competitor being featured or quoted in a news story …read more