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13 Oct 15:17

This Video from Universal Showcases Irresistible Video Storytelling

by Christina Moravec

This Video from Universal Showcases Irresistible Video Storytelling

Social media presents a complex world for content. No longer is the value of a video, article, photo, or idea measured by the judgment of professionals, but by the engagement of the people; the value of content is determined by its ability to perform.

A video featuring exemplary storytelling, quality, and passion is not guaranteed to perform. To be favorable to the all-powerful algorithms, posts must instantly resonate and engage audiences. Who owns the formula for this perfect post could rule the world—for a week only, as the algorithm seems to be changing at an ever-increasing rate.

Warning: The post I am about to feature is in no way Universal’s best-performing Facebook video (obviously, because it contains no reference to Harry Potter, the park’s wonder child). However, it is best-performing in my heart—so loved, in fact, that I have bookmarked it to watch any time I am feeling particularly blue.

For the record, I have not been to a theme park of any kind in 10 years at least. So don’t go thinking I love this video just because I am a roller coaster connoisseur. I am not. I am, however, a lover of videos that have impact—impactful sound, impactful messaging, and impactful visuals.

To understand my undying love for this 47-second possessor of my heart, let’s go through my favorite clips, shall we?

What Works About Universal’s Video Storytelling

Universal's This Is So You

“This is so you.”

Universal's This Is So Me

“This is so me.”

To the victorious notes of Offenbach’s “Infernal Gallop,” the video opens with some of the most engaging messages of our self-obsessed times: “This is so you,” and, “This is so me.” The psychology is not advanced, but the message is impactful. In truth, I want to be the woman in purple. I want to be that happy, that full of life. When the screen flipped to the man in the hoodie, I laughed out loud.

A quick scan through the comments will show you the power of these two statements. Audience members were tagging their friends all over the place.

Universal's This Is So Lit

“This is so lit.”

Lit, man. What a word. You want to engage young people, you’ve got to use your language. Even if you come off sounding like a well-meaning dad, à la Jimmy Fallon’s Stepdad Gary, your efforts will be at least acknowledged.

The One Who Thought This Was How to Make Friends

“The one who thought this was how to make friends.”

I’m going to be honest. I don’t get this caption, but who cares? His rolling eyes and gaping mouth are something we can all relate to. It’s also very, very memorable.

The One Who Had Churros

“The one who had churros for breakfast.”

Yes, it is the second time we see this character, but I couldn’t get enough. The genius of this caption is more than its hilarity—it’s Universal’s choice to name churros as the breakfast item. A traditional Spanish dessert, Universal gave a nod to a large segment of their audience. The proof, again, is in the comments. To the delight of many Spanish-speaking commenters, Universal replied enthusiastically, also in Spanish.

The One We Had to Censor

“The one who we had to censor.”

The One Who Just Learned a New Word

“The one who just learned a new word.”

This man is me. I know I said I want to be the happy woman in purple, but this one is me. I wouldn’t be able to hold my favorite four-letter words back if on this roller coaster, nor would I want to, frankly.

I love this segment because it introduces the togetherness of riding a roller coaster. Part of the joy of coasters is being strapped into this seemingly dangerous machine with a few dozen of your nearest and dearest strangers. It’s a bonding experience. It’s a sharing experience. For the young man in the stripes, it was a learning experience.

The One Who Was Told This Was the Line

“The one who was told this was the line for the bathroom.”

The One Who Told Him That

“The one who told him that.”

Rarely do people go brave crowds, wait in lines, and strap themselves into steel-reinforced death rockets, by themselves. They go with friends and family. They go with those with whom they can laugh and play. This segment is powerful because it hilariously captures a story played out among friends, a memorable experience made possible by the park.


Don’t seek the perfect post. Seek content that best connects with your audience.
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What Marketers Can Learn from Universal’s Video

There is no formula for creating a post that will beat all algorithms. Don’t seek the perfect post. Seek content that best connects with your audience and communicates your brand story. This ad is impactful because it features joy, comedy, diversity, community, and togetherness—all we need in life, and certainly all we need in an amusement park.

The post This Video from Universal Showcases Irresistible Video Storytelling appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

13 Oct 15:16

The Ultimate Guide to Sales Team Building Activities (+50 Recommended Ideas)

by Keith Johnstone

Most salespeople develop a love-hate relationship with team-building activities. On one hand, they can seem cheesy and easily elicit an eye roll or two from the ranks. On the other hand, they forge important connections between reps and give them a chance to play out team values.

Research, old and new, shows that company culture and employee retention are closely linked, and what might pass as a simple game will often establish rapport, comfort, and communication that lasts. And frankly, the best sales team building activities are just plain fun. 

We spoke to dozens of sales professionals and team leaders about their most effective and enjoyable team building experiences to put together this go-to list of activities. There’s something here for every budget and team, inside and outside the office, formal and informal. We’ll cover:

  1. Learning and Development
  2. Short Outings
  3. Charitable Activities
  4. Competitions
  5. Meeting Rituals
  6. Team Building Games
  7. Long Offsites and Retreats

These activities are meant to help your sales team let their guards down so they can form authentic connections.

It’s also a good idea to choose a mix of the activity styles above, and get feedback on what worked best.

You might pick a few with a work focus, while others stay free of office talk; or toss a few competitive exercises along with ones that require the team to collaborate.

Let’s take a look at some team building activities that center around learning. It’s possible to develop your reps in a way that brings the whole team closer.

Learning and Development

Engaging in professional development activities as a team can focus on personal development (learning what makes each salesperson on a team tick) or it can focus on learning about your industry.

Group personality tests

One of the best ways to understand your team’s collective strength is for each member to take personality tests and discuss the results.

Tests introduce a shared vocabulary to illuminate communication preferences, weaknesses, and areas of comfort. And overall, they increase empathy for one another. Sales and HR leaders also receive the added benefits of comparing and contrasting the psychometric profiles of their top performers to find commonalities that can inform future hiring initiatives.

Two common tests include DiSC and True Colors, both of which offer options for groups to take the test at once. For a do-it-yourself approach, have sales reps take the test at home, then schedule a dedicated meeting or offsite to review commonalities and differences in the results. Or, leverage a licensed facilitator to administer the tests and guide the conversation and sharing experience. These sessions can be powerful and only take a couple hours to conduct.

If DiSC or True Colors doesn’t resonate with you, there are plenty of options. Here’s an excellent breakdown of the most popular team personality tests and why they’re effective.

Learning new skills

Learning new skills together tends to even the playing field: regardless of work performance, everyone on the team can focus around a fresh objective and walk out more informed.

  • Watch a TED talk or webinar related to your industry, or about sales strategies and tactics. Follow it up with a roundtable discussion or idea generation session to apply it to your team’s day-to-day work.
  • Attend an industry conference together. Here’s a list of sales conferences you can draw from.
  • Bring in a facilitator to teach a presentation skills workshop. Then, have each team member present on something they’re working on.
  • Take a class completely unrelated to work, such as archery, woodworking, or whiskey tasting.

Teams will draw closer together through this shared experience, and individuals will appreciate their employer investing in their development.

Short Team Outings

Most professionals we spoke to said that getting out of the office, even for a couple hours, is the quickest way to get reps to drop their egos and connect as people. Here’s what they recommend.

Scavenger hunts

Send the team on a wild goose chase around your city — preferably one that requires them to solve puzzles together and use complementary talents.

Morgan Chaney shares her experience with a scavenger hunt while in sales at Google:

“We worked with The Go Game to do a really cool guided scavenger hunt through NYC, interacting with staged actors to help us solve the hunt along the way. Awesome way to be competitive while also exploring the haunts of West Village.”

Another endorsement for city-based scavenger hunts comes from Rachel Lehn at Perfect Search Media in Chicago:

“The best team-building activity that we’ve done is a 1-day custom scavenger hunt, complete with funny clues, hard puzzles, and active challenges. We built teams of people who don’t necessarily work together day-to-day, so that we’d grow new relationships and strengthen old ones.

After a full day of posing for pics, solving riddles, and walking all over downtown, we headed to a happy hour to recount stories from the day and hang out as a big group. Everyone was smiling and laughing and so happy! Usually our offsites involve sitting in a room together all day, so this was a change from the routine. We feel more bonded as a company and it has helped with cohesiveness at work.”

Pamper night

Another favorite end-of-quarter activity from Morgan Chaney involved a little finery:

“While in sales at Google, our team did a pampering night: we went to barber shops and spas for clean shaves, express facials, or pedicures, then regrouped at a fancy dinner afterwards in San Francisco to celebrate our closed quarter.”

Escape Room

Escape Room challenges are an intense test of teamwork and problem-solving skills. Sandra Matel at Nimlok Chicago tells how an Escape Room adventure bridged the divide between sales and marketing teams:

“Last year, we took our team out to participate in an “Escape Room,” where each team was locked in a room with various scattered clues and had to work together to solve a way out of it. The clues were hidden in objects throughout the room and were provided in riddles, word puzzles, and mathematical equations. The Escape Room was designed so that individuals with different skills could collectively benefit the team as a whole—the key to success being the group’s diversity rather than the similarities among its members.

Sales and marketing must work as a team in order to be successful; however, it’s all too often that the two work as individual entities rather than collaboratively. Participating in the Escape Room allowed us to grow closer as colleagues and reinforced the value of working together to overcome challenges that face our organization.”

Go Karting

The team at ThoughtLab loved a simple go kart trip to get out of the office and spend some non-work related time together:

Haunted house

Jeff Hands, President of Optimum Control Software, recommends spooking the team once in a while:

“The best team building exercise I’ve ever taken part in was the time my team and I went to a Halloween haunted house. I think fear really brings out the most genuine emotions. We all stuck together in the house and made sure that no one was left behind. It was a good way of knowing that we had each other’s backs.”

Thrift store bar crawl

At Blueboard, Morgan Chaney shares a creative, offbeat teambuilding activity:

“We did a thrift store bar crawl. Each teammate received $20 and headed to a thrift store to pick out an outfit for the bar crawl that evening. The surprise was that we were actually shopping for someone else, we drew names before. At dinner, the names and outfits were revealed, some pretty cool, some just hilarious. We all dressed in our new outfits and did an organized bar crawl around Tahoe (where we were hosting our offsite). Great conversation starter for the locals, and lots of memories made that night.”

Wellness Wednesday

Try exercising together outside the office. This tactic gets the thumbs up from Voom:

“Once every couple of weeks (usually on a Wednesday, for “Wellness Wednesday”) we head on over to a local gym and take a class together … We find that partaking in just 30 minutes of activity together allows us to not only have fun outside of a workplace environment, but we’ve had some really creative brainstorming sessions mid-plank! We return back to the office energized, and Wednesday afternoons after a class usually end up being our most productive time of the week.”

Keep in mind the needs and abilities of teammates. If this activity excludes individuals, it might not be a fit for your company.

Adventure sports

Timothy Wiedman advocates for adventure sports to bring people together: nothing like a bit of white water rapids to evoke teamwork and demand trust. Note his “no work talk” rule, allowing people to focus on interpersonal relationships rather than business:

“A small group of employees decided to try something to improve collegiality: they investigated a whitewater rafting trip to West Virginia, even though few participants had been rafting before…. A rule governed all interaction: no work-related shop talk allowed!

To negotiate rapids, paddling teamwork was vital. Further, if a team member ended up in the water (an infrequent occurrence), that person usually needed help getting back into the boat. Rafting is truly a group effort, and team members quickly mastered working together.”

Curated experiences

If you need a hand planning logistics for short team outings, many vendors offer services that can be tailored to your team, industry, and company values. Here’s a selection of some of our respondents’ favorites:

David Jacobsen, CEO of TrivWorks, a live gameshow-style trivia company, argues that sales teams can especially benefit from these curated, personalized events that bring out healthy competition:

“There is something incredibly disarming about co-workers getting out of the office and engaging in a positive, laugh-filled shared experience. It’s a chance for everybody to let their hair down, set aside the politics, and get to know each other in a fun new way – particularly if the content has been customized for them.

Most people – especially sales teams – are competitive by nature. By harnessing this with a trivia contest, you can create an environment which is not only fun and social, but charged with spirited energy as colleagues at all levels try their best to win. I am consistently told that the impact of such an experience is boosted morale and increased trust.”

These were some of the more out-of-the-box team building activities we uncovered. And there are always the good old classics.

Classic short team outings

Many of these timeless, go-to activities will fit within most team-building budgets:

  • Team BBQ at a park
  • Cooking together at a teammate or manager’s home
  • Hiking
  • Beach trips
  • Karaoke
  • Casino night
  • Mini golf
  • Adult laser tag
  • Bocce Ball
  • Breakfast or dinner outside of work once per month
  • Sporting events
Here are some tips to keep your outings engaging:
  • Tip: Occasionally plan an activity that lets salespeople bring their families or pets — like a barbecue.
  • Tip: Managers and office managers should assume responsibility for planning the logistics of team outings, but from time to time, it’s a good idea to lightly involve reps in planning. For example, let reps organize some events themselves if they request to do so. You can even identify “instigators” and give them a budget. Or, throughout the month, let team members put their activity ideas in a hat, then draw a winner at the end of the month.

Charitable Activities

Studies show that people who find meaning in their work show higher levels of dedication and motivation. The same spirit can apply to team-building activities. Put your shared values into practice and direct your team’s energy toward a big cause.

Here are some examples of “for-the-good” activities:

  • Use B1G1 to tie sales wins to corporate giving. Create a contest among subgroups of your sales team for who can sell (and therefore donate) the most.
  • Participate in a team charity walk in your city.
  • Host a beach or park cleanup day (a classic).
  • Sign up for Habitat for Humanity group activities to help build affordable homes and shelters.
  • Check out these in-depth reviews of more activities from BizBash, such as preparing school breakfast, volunteering at hospitals, lending a hand at homeless shelters, decorating libraries, building wheelchairs for veterans, helping animal shelters with construction projects, and assembling disaster relief kits.

You can also work with a local charitable team-building vendor, such as TeamBonding, to curate and plan an activity that is ideal for your group’s size (typically ranging from two to five hours).

Once you’ve tried an organization or activity that resonated with the team, make it a quarterly or annual ritual to repeat it, so that the team experiences continuity and a deeper connection to the cause.

Friendly Competitions

The best sales teams embrace competitions. Research shows that 80% of global sales executives do goal-oriented competitions. But for team-building purposes, can you harness their power in a way that brings the team together? Yes.

Quarterly recognition

Sales thought leader Kelly Riggs of Business LockerRoom incentivized his team to perform well as individuals by creating an award with a physical trophy-type prize. To his surprise, it spurred healthy competition between salespeople and brought the team closer. As he tells it:

“The most effective team building activity I had was a quarterly reward/recognition program called the PRISM Award. It was an acronym that stood for “personal recognition of individual sales management.” To earn the award you had to sell above quote in 4 of 5 product categories. I made a big deal about how the best salespeople “manage” all of the product lines, and find a way to hit numbers across the spectrum of products.

I never dreamed it would create such a competition among my salespeople at the time. Eventually, I had a couple of reps hit 5 of 5 categories, so I had to make a Silver Prism (for 4/5) and a Gold Prism (for 5/5). These were very nice crystal pyramids (like a prism) on a solid base.

It just goes to illustrate the power of recognition among a bunch of competitors…”

A word on prizes and incentives:

Get creative with prizes you offer. People reported many different types of incentives, from simple $25 gift cards for lunch near the office, to physical artifacts (such as Riggs’ Prism pyramids), to wildly unique experiences, such as turning people into James Bond for the day — complete with skydiving, fast cars, and martinis. Now that’s something the team will talk about for a long time.

Team fitness tracking

Incentivize your reps to be more active over the long term, getting them up from their desks, walking more often, and hitting group activity targets. Some fitness trackers, like Fitbit, offer group health plans. James McCarthy, CEO of Placement Labs, shares how effective this technique was for his team:

“The most exciting example of a team building exercise that we have attempted is the gifting of a FitBit activity tracker to each of my employees, with the understanding that they were encouraged to really use them. A nice feature of the activity trackers is that you can compare your step counts with other activity tracker owners, so everyone in the office has the ability to compete for most steps over a given time period.

A healthy (figuratively and literally) competition has sprouted, with individuals (or small groups) getting up to take short walk breaks throughout the day to increase their step counts (which I encourage (short breaks actually increase productivity because they improve employee morale, and help them from burning out)).

Since the implementation of the FitBits, I have noticed increased communication between employees, not only about work-related items, but more conversations about each other’s health, and ways they are trying to get higher step counts, etc. It has seemingly created a stronger camaraderie that was somewhat lacking prior.”

Meeting Rituals

Unique activities and celebrations outside of the office are a great way to punctuate the typical sales quarter with some fun. But what about the in-between times? You can introduce daily or weekly rituals into your recurring meetings. These might only take a few minutes, but accrued, they can make a big difference over several months or a year.

Take, for example the daily morning catch-up.

Daily Morning Catch-Up

Just 10 minutes of checking in each day can bring the team together around shared values, insights, and goals. Says Ren Jean Chong of B1G1:

“Every morning at 10 minutes to 10, we gather for a morning catch-up to share our plans for the day. This is to keep the entire team up to date on each other’s roles, responsibilities, and projects, and to foster mutual understanding and respect of everybody’s contribution. Team members also take turns to share insights and learnings in relation to our team values, to kickstart everybody’s day with inspiring reflections.”

If you’re unsure about implementing a daily activity, try it for a one-week sprint before making a permanent commitment.

Thank You Fridays

Chong also shares a weekly meeting ritual to say thank you to another team member:

“Once a week, we have Thank You Fridays, where every team member expresses gratitude towards another team member who might’ve helped them out in unexpected or small ways. Everybody appreciates being appreciated. It’s a great exercise to foster stronger bonds between team members.“

Again, it only takes a few minutes, but added up over time it makes a difference.

Personal Highs and Company Highs

Another Friday meeting ritual comes from YouEarnedIt, an employee engagement platform. They give everyone a moment to share highlights at the end of the week. As Darby Dupre writes:

“We go around the table and share personal and company highs for the week. This allows everyone to stay in tune with what is going on with the business and to celebrate each other’s success (oftentimes they turn into a big love fest!).”

These meeting rituals have the added benefit of repeatedly opening the door for participation from all salespeople on the team, introverted and extroverted alike.

Team Building Games

Many teams we spoke to referenced simple games and icebreakers as a great way for reps to learn about one another and try solving problems in a non-work context.

Examples include:

  • Two Truths and a Lie: Guess which facts about a rep are true or false.
  • Find the Common Thread: Split the team into random groups, and have them find a shared interest they wouldn’t have known about before (such as “murder mystery fanatics”)
  • Games like Mafia and Concentration were favorites, but here are 32 other great classic games to choose from.
  • [Remote team friendly] Play Charades over videoconferencing software.
  • [Remote team friendly] Play “Where In The World”: Have each remote sales rep take a picture of the view from their office window, anonymize the photos, and have people guess which team member submitted it.
  • Play video games together in a game that tracks progress over weeks, like the ThoughtLab team:

The ThoughtLab team ends work a little early once a week to play Dungeons and Dragons together. It calls upon group problem solving skills, teaches players about their teammates’ strengths and weaknesses, and encourages inclusivity, according to CMO Brandon Wright:

“Through this game we’ve had to solve many ridiculous challenges as a team, grown closer to each other, and blown off some steam by leaving a trail of dead goblins.”

You can even bring in a group facilitator for structured games. Leadership consultant Rob Oddi’s most powerful, engaging team building experience was a Lego Serious Play session. He notes that structured play tends to put everyone on equal footing so that all can participate:

“Not only did everyone get involved, everyone had a voice, and unlike most business meetings where 20 percent of the people do 80 percent of the talking, with the Lego Serious Play session it’s 100/100. 100 percent of the people do 100 percent of the work. People leave engaged, excited, and they use the power of ‘play’ something they’ve had in them since childhood to really deal with challenges their team faces.”

Structured, facilitated play sessions are great activities for an offsite, while other games can be used spontaneously in the office (for example, to kick off the weekend on Fridays, or before an all-hands meeting).

Long Offsites and Retreats

Multi-day team offsites are a powerful way to disconnect from the noise of the everyday work week and connect with individual salespeople on a deeper level. It also supports high-level planning and objective-setting in an environment away from inbox distractions. Conducting team-building offsites is especially important for remote teams.

We hear from CEO Cristian Rennella of El Mejor Trato, with operations across South America:

“In 11 years we have tried absolutely all kinds of activities. There are some that were positive, some without greater results, and others negative.

We could concluded that the best by far is to organize a team trip for 10 days to a place away from the office. It can be in a cabin in the mountains or it can be close to the beach, as long as we can be disconnected from day to day work.”

Offsites should have a mixture of fun and work activities. Rennella describes the work-related planning as such:

“There are 3 parts: first we present the progress from the last meeting, then evaluate new problems and opportunities, and finally, define the path or strategy to follow for the next 6 months. At the end, each member of the team is responsible from one to three goals.

This activity we do outside the office has had the greatest impact on the growth of our company!”

You may host such an offsite quarterly or annually, and vary the length depending on what’s reasonable for your reps. Zapier has found that 7 days is the ideal number: “We’ve found five full days bookend by two travel days to be a good fit. People with family and kids aren’t too inconvenienced and it’s long enough to do something meaningful.”

For more tips, see Zapier’s excellent guide to planning company retreats (especially for remote teams).

Parting Thoughts

Sales reps that feel comfortable around each other are more likely to work well together. Successful team-building comes down to the right attitude. In particular, if you’re worried about reps thinking that team-building is cheesy, consider this perspective from Ryan Matzner, co-founder of Fueled:

“We acknowledge that most corporate outings fall into a few big categories: extremely cheesy, insanely expensive, or both. Yet we fully celebrate that fact as long as we do it together as an office. One time we rented out an entire Russian nightclub, and that’s only one example from a long list that includes adult laser tag as a highlight.

It’s cheesy and even corny, but coming into it we’re all in on the joke and this effectively lowers everyone’s guard enough to genuinely hang out. Most of our client-facing teams see each other as potential rivals, so the simple participation in a shared activity allows everyone to drop their egos for a while to bond.

Time and time again we’ve seen these activities break down the walls our workers inadvertently built between each other. Despite what many may think, we appreciate how effective these corporate outings are. We just approach it with a little twist.”

While sales team building activities come in all shapes and sizes, they all need one key ingredient to work: embracing the activity with an open mind, together.

The post The Ultimate Guide to Sales Team Building Activities (+50 Recommended Ideas) appeared first on Sales Hacker.

13 Oct 15:16

Reducing the Rift Between Sales and Marketing

by Kristen Buzzaird

The schism between sales and marketing departments is a long-standing one that many businesses still struggle to bridge. While there will often be times the two do not agree, it’s incumbent to reduce the rift if a business hopes to compete, accelerate growth, and increase revenue. Why? Research shows that those who work to align marketing and sales improve ROI by up to 20 percent.

Stop the Blame Game

It’s a divide everyone is familiar with, but why it has persisted for so long isn’t always easy to understand. After all, aren’t the two departments working towards the same goal? The underlying tension does nothing to create or amplify value for the customer, so why do they do it? Some suggest it’s due to the inherent competitiveness that exists in all sales organizations. Whatever it is, the time has come for the mindset to change so that both teams join together to best serve the customer.

Reducing the Rift

For years, sales and marketing teams have walked different paths with contrasting strategies:

  • Marketing uses long-term campaigns that focus on brand recognition and lead nurturing.
  • Sales teams move at a faster pace and focus on finding quick solutions for a customer’s problems.

As is often the case, it’s the customer that is forcing the two teams to get along. Today’s customers are mobile, connected, and far too informed to tolerate conflicting messages from the same brand. Marketing and sales must work as one to encourage an audience to engage with and trust a brand enough to become loyal customers.

There are several ways companies can begin to breach the divide:

  1. Institute shared definitions so all team members are speaking the same language. What is a contact, qualified lead, or growth opportunity? Does everyone see the buyer’s journey in the same way? If the two departments are talking at cross-purposes it prevents your organization from reaching its goals.
  2. Have regular meetings. Communication, as always, is key to people understanding each other. There should be agreed-upon topics and hard data that supports points of view. Weekly meetings with the entire teams is ideal, with smaller informal meetings happening in between. For the formal meetings, mix up the seating instead of having the two sides face off as if they were going to battle.
  3. Educate each team about what the other one does. Have team members spend time in their “rival’s” department, so they better understand another point of view. Traditionally, sales and marketing positions have attracted different personalities. For example, marketers tend to be highly analytical and data-oriented. Those who choose sales tend to be people-oriented and are skilled at building relationships. Teams should switch their focus from competing to understanding the mutual benefits their two unique efforts produce.

Creating an alliance between sales, marketing, and the customer is the difference between mediocre and stellar sales. Marketing and sales alignment is not complicated, it just requires a willingness to accept the changes necessary for the arrangement to work.

13 Oct 15:15

6 Ways To Use Google Analytics To Better Understand Your Site’s Traffic

by James Cummings
6 Ways To Use Google Analytics To Better Understand Your Sites Traffic

Stock photo

I’m sure you’ve heard of Google Analytics.

It’s a free web analytics tool that website owners can use to track and analyze their site’s traffic. It was released in November 2005 by Google, and is currently the most popular and widely used web analytics tool available on the internet.

It’s a smart move to use it to shape and strengthen your marketing strategy – in fact, some would say it’s essential.

Here’s how you can use Google Analytics to better understand and engage with your website’s visitors.

1. Crunch the numbers

Using Google Analytics, you can look at the precise number of visitors returning to your website as well as visiting it for the first time.

It goes without saying that if your site’s content is interesting enough (and has been optimized for SEO), visitors may come back for more after their first visit.

You can check under ‘Frequency and Recency’ in Google Analytics to see precisely which visitors visited your site repeatedly over a certain period. You can also determine which pages on your site are being visited the most and therefore determine what the average visitor prefers to look at on your site.

This allows you to give people more of the content they prefer and remodel other less visited content to suit your visitors’ perceived palate.

2. Check the engagement rate

Using this aspect of Google Analytics, you’ll be able to understand exactly how long visitors spend on your site and what specific content is engaging them and holding their attention.

Just keep in mind that Google only measures engagement if a visitor moves from one page to another.

Looking at your engagement levels is vital because it enables you to discover if your content is engaging enough or if it’ll be necessary to dedicate your energy towards developing better content.

3. Know your average pages per visit

It’s important to look at how many pages your visitors click on to before leaving your site. If the number is low, you can insert call-to-action buttons on your site, or embed links to other pages within a specific page’s content. Alternatively, you can provide recent or related posts at the bottom of a page to get visitors to visit other pages.

If the number of pages your average visitor clicks to significant increases, this will imply that you’ve managed to increase the engagement value of your site.

You can also monitor the amount of time visitors spend on your site and each page. Pages with visitors lingering for longer periods of time are obviously doing better than pages with visitors who stay only seconds. Comparing successful posts to unsuccessful ones will help you determine what the common factor attracting visitors is.

4. Be aware of your bounce rate

Your bounce rate refers to how often a visitor lands on your site and literally bounces back out without even stopping to look around. This can be caused by a host of factors, including an unattractive homepage, a confusing lay-out, no recently updated posts, or poor website design. Any of these things and other factors can provide enough reason for a visitor not to linger on your site.

To reduce your site’s bounce rate, you should try designing your homepage to be more visually appealing or add more topical content with seductive titles.

Brendan Wilde, Marketing Manager at Umbrellar suggests that “a high bounce rate can also be avoided by using only a hosting service that prevents slow site loading speeds that might irritate a site’s visitors.”

5. Count the number of email conversions

Google Analytics lets you see how many of your visitors have subscribed to your website via email. And it’s not just about knowing how many guests subscribed with their email – you can also discover how many of your subscribers actually visit your site via email links.

Using this information, you will be able to ascertain if email marketing is an effective strategy for your site, and if you should sink more effort and resources into it.

You can also learn which browsers, internet service providers, and operating systems the majority of your visitors are using to access your website. You do this by clicking into the category ‘Technology Reports’. The category ‘Mobile Overview’ also tells you if your visitors are using computers or mobile devices to visit your site.

6. Flick through location and language

In the ‘Geo’ section of Google Analytics, data concerning the location and language of your site’s visitors is readily provided.

This category is especially useful if your site’s content was developed with the intention of targeting people in a specific location or country. If your target strategy has been successful, Google Analytics will tell you.

In the instance where you are not targeting any specific region with your content but Google Analytics’ data is indicating that your site is getting more visitors from specific regions, an opportunity arises for you to use this data to your advantage. For example, if your site is getting more visitors from Russia, you can simply start inserting bits of Russian news or research in between your content to make it more appealing to a group of visitors who already appreciate your work.

The ‘Language and Location’ category of Google Analytics both use standard charts to display behavior of your visitors and your site’s conversion rate. The ‘Location’ portion uses a map to display the location of your visitors. This information is useful for targeting social and search ads towards areas you are already popular in or towards areas you’d like to become more popular in. Either way, the map will inform you of your success or failure.

Conclusion

There are many wonderful ways in which Google Analytics can help you provide better content and more value to your target audience, and increase the all-around performance of your website.

Obviously, this list is not exhaustive, but hopefully, it’s a good place for you to get started!

Let me know in the comments section how you prefer to benefit from Google Analytics.

13 Oct 15:14

How a 2017 Nobel Prize Winner Can Teach Sellers to “Nudge” the Sale

by Ben Taylor

Economic theories rely on the assumption that humans act as rational beings. Richard Thaler, professor of economics at the University of Chicago’s Booth School of Business, is changing this belief. “In order to do good economics, you have to keep in mind that people are human,” he remarks. The idea, elegant in its simplicity, earned him the Nobel Prize in Economics this year.

Traditionally, economists have argued that a person’s purchasing decisions are, overall, driven by logic. However, Thaler shows that this idea only explains ordinary, frequent purchases, like groceries. However, bigger, less-common decisions present us with new complexity revealing flaws in our decision making. The energy needed to tackle these decisions may explain why “people have a bias toward the status quo.”

However, overcoming this inertia requires leveraging enough influence to create what Thaler calls a “nudge.” Doing so is less complicated than one might think because, as Thaler explains, there are consistencies in the ways in which people exercise irrationality. For example, all people facing a decision are highly influenced by the way in which choices are presented. This phenomenon — called “framing” — is so common that Thaler uses the phrase “choice architect” to describe those who regularly influence others with framing. “If you are a doctor and must describe the alternative treatments available to a patient, you are a choice architect,” offers Thaler.

These findings matter in the world of sales because “if you are sales person, you are a choice architect,” Thaler remarks. How can a seller put Thaler’s Nobel Prize winning research to work? They can build a choice architecture that maps the solution to the customer’s specific needs. Thaler calls this “understand mappings.”

Thaler explains, “A good system of choice architecture helps people improve their ability to map and hence to select options that will make them better off.” This concept is a mainstay of the consultative sales process. Consider, for example, the “recommend” portion of the Consultative Selling model. Here, sellers position the solution by linking value to needs — they “map.” Effective sellers do this with a value statement.

A value statement calls out the customer’s issue, suggests an action, and then describes the value of the solution. For example, a seller might restate the customer’s primary issue (“You mentioned that time is a key factor.”). Then, they can move to a recommended action (“Because we already have significant research on retirement planning, we can quickly implement an enrollment program in one month.”). Finally, the seller moves to value, which underscores the benefits to the customer (“This way, you can start before your busy season begins.”). This process puts Thaler’s “mapping” to use.

“Mapping” has a lot to do with making information comprehensible, according to Thaler. Resorting to statistics and probabilities only complicates choices. Customers only need information that’s useful. This leaning towards relevance is the “saliency bias” at work. Information that stands out or seems relevant is more likely to affect our thinking and actions. Therefore, sellers should avoid using jargon when positioning their products. Instead, it’s better to use the customer’s words. This makes the information relatable.

This relatability appeals to both the rational and emotional mind. This is important because these are the two kinds of thinking that govern our decision-making process. Thaler calls these two the “Automatic” and “Reflective” systems. The Automatic System is fast, reactive, and “associated with the oldest parts of the brain.” The Reflective System is more analytical, more careful.

Sellers, of course, have no control over which of these two systems a customer is using to make a decision. In fact, they’re probably using both. For this reason, sellers must be careful to position the solution in a way that appeals to both “System 1” and “System 2” thinking, as psychologists sometimes call them. For example, using short sentences with visual language engages the customer’s Automatic System. Meanwhile, describing competitive differentiators and providing evidence to back up claims can appeal to the deductive characteristics of the Reflective System.

Thaler’s work reminds us that our choices are less predictable than we may think. Irrationality has a way of intruding. Fortunately, “nudging” reveals how even small changes in the way in which we present information can have enormous influence on decisions. “People are busy, they’re absent-minded,” remarked Thaler. “We should try to make things as easy for them as possible.” Effective sellers do this with a consultative approach that rationally embraces irrationality.


Learn more about how to get to the facts that will help you make the sale. Download our White Paper: Elevate Your Consultative Selling Approach to Compete Today to learn more.

consultative selling with facts

The post How a 2017 Nobel Prize Winner Can Teach Sellers to “Nudge” the Sale appeared first on Welcome to the Richardson Sales Blog.

13 Oct 15:13

How to Build Trust With Buyers Via LinkedIn Groups

by Alex Hisaka
  • linkedin-groups-engagement

If there’s one principle to keep in mind when it comes to social selling, it’s the social aspect. In fact, being social far outweighs selling when it comes to succeeding as a modern sales professional. Staying active on social helps you engage and build trust with your target audience, keeping you top of mind when buyers are finally ready to purchase. Here are tried-and-true ways to establish that invaluable trust via LinkedIn Groups.

Find the Right Groups for You

You can participate in up to 100 LinkedIn Groups. However, just like all of your prospecting activities, you want to get as targeted as possible. Zero in on groups discussing top issues of concern to your prospective buyers. Or, if you are targeting certain accounts, find the influential people at these companies and look on their profiles to see what groups they belong to. As you consider your group options, factor in the number of members, their level of activity, and the nature of the discussions. The goal is to find groups where members are actively debating topics and sharing perspectives and suggestions.

Make It Part of Your Daily Routine

Social selling hinges on social interactions. You won’t develop trust if you just drop in to socialize occasionally. We trust those with a steady presence, those we can rely on to show up and contribute on a regular basis. Once you select two or three relevant groups, introduce yourself, jump in, and show up consistently. Block off 15 minutes every day to check in and add to discussions.

Engage Thoughtfully

The goal is for group members to look forward to your participation. You can achieve this by reserving your input for when you have something interesting, timely, or valuable to share. Your contributions can be in the form of your thoughts on a topic, your take on someone else’s thoughts, or relevant content. Just be sure not to use these forums as a dumping ground for PDFs and links to your sales content. LinkedIn members value true participation and authentic interactions, and tend to cool on group members who focus on self-promotion.

That said, it might be helpful to follow a revised version of the 4-1-1 formula. In certain situations, we advocate that you organize your social-selling activities by sharing four content assets produced by others, and one authored by you or your company. The sixth contribution would be your own thoughts on a topic.

In the case of LinkedIn Groups, it may pay to flip the formula so you are sharing insights more than content. Break your engagement in group discussions into chunks of six. During four of those six times, share your perspective. On another occasion, share third-party content. This could be an interesting article from an online publication, a report by an analyst firm, or an infographic produced by a company other than yours. Finally, share content written either by you or your company. By following this formula, you establish trust, making members more open to reading content from you or your company.

Whenever you share content – whether yours or a third party’s – highlight the key takeaway or add your perspective to give group members context and to make your content contribution engaging.

Treat Groups as Two-Way Streets

While consistency and ongoing participation help build trust with other LinkedIn members, authenticity and integrity rank high too. If you are truly genuine in this effort, you’ll approach groups as a forum for giving and getting help. While you are trying to establish yourself as a trusted advisor and expert by offering advice and insights, it’s amazing what happens when you ask questions. Requesting the input of others shows that you respect their perspectives, and that makes you more likeable.

You can ask questions to get a better sense of what your buyers struggle with or aspire to achieve. Or ones that help you build a stronger sense of industry trends and realities. You could even ask questions – when relevant – that help you understand how to better serve buyers in your capacity as an advisor and guide.

Stay Alert

Hopefully you will get so engaged in a few relevant LinkedIn Groups that you sometimes lose yourself in the discussions. Just don’t forget to watch for clues that might prove valuable in your role as a sales professional. You might see mention of a key stakeholder in an account that you are targeting. Perhaps you’ve established enough of a rapport with the person making that mention to ask for a warm introduction. Or you might uncover a major project at a target company that could benefit from your company’s solutions. If you do spot opportunities, pursue them outside of the group.

In just about every area of life, we get out what we put in. If you approach LinkedIn Groups like a checkbox on your to-do list and only participate in a cursory manner, you’ll likely see minimal return. However, if you make a true commitment to ongoing and authentic engagement and providing value, you will find that prospects actually seek out your input and advice.

For more ideas on how to build trust with buyers, download LinkedIn’s Definitive Guide to Smarter Sales Engagement.

13 Oct 15:12

How to Meet With C-Level Executives (And Not Completely Blow It)

by afrost@hubspot.com (Aja Frost)

Most salespeople are thrilled to land a meeting with a C-level executive.

What is C-level sales?

C-level sales involves meeting directly with executives at a prospect's company. Because they tend to have budget authority, you can close a deal quickly.

It also means you have less time (sometimes just one meeting) to make your case. These decision makers have a lot of influence yet barely any time -- so if you want to earn their business, you’ll have to use every minute effectively.

We’ve outlined the top six tips every rep should know about meeting with the C-suite. Use this advice, and you’ll be one step closer to getting 100% buy-in.

Selling to C-Level Executives

  1. Remember to reintroduce yourself
  2. Adapt your rapport-building strategy
  3. Create a flexible agenda
  4. Focus on the bottom line
  5. Get widespread support
  6. Project confidence
  7. Know when to ask for help

1) Remember to reintroduce yourself

C-level executives are usually in meetings from the minute they arrive at the office until the minute they leave. They might not remember who you are or why you’re on their calendar, so give them context when you begin the call.

Use this quick introduction to tie your goals to theirs:

“Hi [buyer], [your name] from [company] here. Looking forward to talking about [business driver] today.”

2) Adapt your rapport-building strategy

The typical executive buyer doesn’t want to shoot the breeze beforehand: They want to dive into the real agenda as quickly as possible.

If you try to build rapport the conventional way with questions like, “How long have you lived in Seattle?” or “How’s your week going?”, they’ll lose patience -- and you’ll be at a disadvantage before the conversation has truly even begun.

However, some C-suite buyers enjoy getting to know you on a human level first. With these buyers, immediately getting down to business might make you seem cold or self-interested.

To build rapport, while maintaining the professional focus, ask about a recent company announcement, industry change, or other high-level topics.

3) Create a flexible agenda

The fate of your meeting is usually set before it starts. A well-planned agenda will lead to a successful meeting, while a sloppy one -- or worse, no agenda at all -- will almost always lead to a flop.

Make sure your agenda isn’t too ambitious.

“[Many reps] over-prepare and walk in with an agenda that tries to accomplish too much and leaves little or no room for anything else (like discussing a potential new need they uncovered),” writes Ago Cluytens, EMEA Practice Director at RAIN Group.

Your agenda should be able to accommodate topics you didn’t anticipate. You should also be able to condense it: You never know when the executive will need to end the meeting earlier than scheduled.

4) Focus on the bottom line

Executive buyers have different priorities than the employees who will be using your product, so be sure to frame your conversation appropriately.

You shouldn’t “show up and throw up” no matter whom you’re talking to. But while lower-level employees are interested in seeing how key features of your product will help them accomplish their goals, most executives care about the bigger picture.

Getting too granular will make them tune out. “Execs don't care about features and functions,” Sales Source creator Geoffrey James writes. “They want to know how you're going to change the bottom line.”

You shouldn’t need to wing this conversation. Ask your other contacts at the company about the executive’s goals and challenges. Once you have that information, you can tie your product to their overarching strategy.

5) Get widespread support

You might assume that if you have the decision maker’s ear, you don’t need to get buy-in from other stakeholders. But this couldn’t be further from the truth.

According to "The Challenger Sale," the number one thing decision makers care about is “widespread support for the supplier across [the] organization.” In other words, when it comes time to buy, executives want their teams’ backing.

That’s why it’s important to dig into your prospect’s buying process during the discovery call. If multiple stakeholders are involved, you need to know who they are, and what their challenges and goals are. By the time you’re meeting with a C-suite executive, you should have built support for your product across the organization.

6) Project confidence

Some reps get nervous around executive buyers. While a little anxiety is normal, showing it will make you seem less credible and trustworthy.

If your nerves are getting the best of you, remind yourself of your unique value and insights. You’re the expert in your specific domain -- at any given moment, executives are working on multiple company-wide initiatives, whereas you’re focused on your industry.

For that reason, executives need you to guide them through the buying process and help them achieve their goals.

7) Know when to ask for help

If you're new to C-level selling, don't be afraid to ask for help. That might mean quizzing a senior rep on their dos and don'ts or having them come along to the presentation or phone call. It's in your -- and the company's -- best interest for this meeting to go well.

Take a moment to identify whether a senior developer or product manager should accompany you. You want to make the most of the executive's time, and that means having the right people in the room to answer questions in real time.

And if your meeting or phone call was recorded, don't forget to schedule a call review and ask for honest feedback.

C-level sales can lead to huge career and company growth. Master it early and reap the rewards for years to come.

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13 Oct 15:11

Is it Possible to Send Personalized Emails at Scale?

by Greg Pietruzynski

Outbound sales used to be a zero-sum game of finding the right balance of quality and quantity in your communications. You could either send a generic message to a lot of people which didn’t convert well, or you could handcraft a few high-converting messages. Finding the right balance between volume and quality could only give a marginal improvement in the overall number of leads generated.

To see your leads skyrocket, you want a system for sending personalized emails at scale.

If you are not using email for outbound sales, you should be.

  • It is easy to automate and iterate.
  • You can bypass gatekeepers and get your message directly in front of the decision makers who you want to buy your product.
  • It is so stable you can predict your revenue based on the number of people you contact.

The obvious advantage of email is that it is easy to reach out to many people at once. It being effortless to send emails to almost anybody has left everybody doing outbound, including us, scrambling to find new ways to maximize the number of warm leads we generate from each group of prospects. We found that we needed to personalize emails more.

Why should I send more personalized emails to my prospects?

Far too many companies practicing outbound think that targeting is the only way to improve positive responses. By the time they get to crafting their messages, they think putting their prospect’s name at the top of the message is enough to make it personalized. They are wrong.

An Aberdeen Group study found that top-performing companies used heavy personalization in their emails. They defined heavy peronalization as, “Individual emails… personalized with name and/or other profile information, information on purchase history, product, or service recommendations, etc.” The companies performed almost 4 times better than companies that lagged behind.

Not wanting to lag behind, we decided to see what heavy personalization could do for us with our own lead gen efforts. Over 30,000 campaigns, we started doing more than just sending a standard message to prospects who we thought we could help. Instead, we began tailoring each message to each recipient. The result was a 10% positive response rate boost without having to contact anymore prospects than before.

From this experience, we found that personalized emails needed to fulfill three criteria to be effective.

A personalized email does three things. It:

  • stands out from the rest of your prospect’s inbox by building rapport with them.
  • speaks to the specific pain points that you can solve for the customer.
  • shows you did your homework about the prospect.

To stand out in your prospect’s inbox, your email needs to be personalized early in the first paragraph. 24% of people look at the preview first when deciding whether to open an email. Don’t waste that opportunity talking about yourself or your company. Build rapport with your prospect by bringing them into the conversation.

Here is an example of a personalized email in your prospect’s inbox:

It shows that this was written about the recipient’s situation (as a CEO) and builds rapport (suggests the sender is a CEO asking a collegial question).

The next thing it should do is speak to the specific pain points that your company will solve for that customer. You can see what I mean in this example:

The sender has identified a pain point that this specific prospect is likely to face (insecure and hassling verification procedures) and explained the specific value they can provide. Additionally, both by building rapport over a specific situation the prospect is in (a conference they both attended) and addressing such a personal issue for the prospect, the sender has shown that he has done his homework about the prospect. This is not a message that has been sent to a large amount of people.

This is where most people hit a wall. It would take too long to write a new personalized email for each recipient. For outbound sales to be viable it needs to be able to scale. How can it be worth it to send a personalized email if the benefits you gain from personalization are lost because you are launching fewer campaigns?

It is possible to generate personalized emails for large groups of prospects at scale.

There are three techniques you can use to personalize emails. They all achieve the same result of sending your prospects a personalized email, and you can create a template for all of them. Where they differ is in the way you add personalized information. While the first two take a lot of time, the third personalizes at scale.

  • Find new information about each prospect and add it to your template.

    • This method is thorough but time-consuming. Basically, find out what you can about your prospect and then work it into your template email in the appropriate place.
  • Look for the same piece of information about each prospect.

    • This is a bit easier than rewriting your messages each time. It can also be automated. Leave space in your email template (called a custom field in most email automators) for a certain type of information. It could be the place where you last saw that person or, another person at their company. Then make a spreadsheet of all of the custom additions you want to make. When your spreadsheet is loaded into your email tool, the information from the spreadsheet will be added to each customer field, personalizing each message.

Here is an example of what I mean. You need to tailor the information in the braces to your prospect while leaving the rest the same.

  • Write an email with personalized details and then find people who match those details.

    • What we have found is that a targeted prospect search is quicker and easier than modifying an email. Using this approach, you write a personalized email that targets a specific type of prospect. Then, instead of matching information to your prospects, search for prospects who would find that message useful and personal.

In this example, we searched for companies that use Marketo for marketing automation.

With a targeted prospecting tool, it takes less time to search for prospects than it does to personalize each email. You get all the advantage of a personalized email while still being able to scale.

There is even more you can do to improve your positive response rates.

Personalization is only one of the things you can do to improve your positive response rate. Once you have nailed your message and targeting, you can go on to optimize your message, timing, and the sequence of messages. By scaling the way you send personalized emails, you will be able to leave incremental improvement behind and watch the leads role in.

The post Is it Possible to Send Personalized Emails at Scale? appeared first on Sales Hacker.

13 Oct 15:11

How many leads must you create to achieve sales forecasts?

by jobermayer@salesleadmgmtassn.com (James Obermayer)

To make your forecast for the new year, look at sales for the coming year in terms of units. 

  1. How many units must be sold?
  2. Review the existing pipeline and your closing ratio.
  3. Now you have the number of units that will be sold in the coming months without lead generation.

This is the basis for projecting the number of leads needed to make the forecast from sales leads for the new year. For instance: If you have to sell 1,000 units this year and your pipeline says that you’ll close 250 units from the existing forecast, you need 750 new sales in the coming year.

Why it Matters

“Sales forecasts based on lead generation are predictable and repeatable as long as the marketing spend is consistent.”

If you are closing 25% of the prospects, you know that you will have to roughly quadruple the number of leads to make your number. Double that number again to hedge your bet, taking into account lack of sales lead follow-up, turnover, and the fact that some leads won’t convert until your next year.

Here’s How it Works

You will need 750 sales. Quadruple that based on your closing ratio (25%, so you now need 3,000 leads; mileage varies depending on your closing ratio). Because half of those sales will fall into next year (building next year’s pipeline), double it again. Now you need 6,000 total raw leads. If you have 40 sales reps, each needs 150 leads per year, or 12.5 per month to make your numbers. Personally, I would strive to increase the number of leads going to each salesperson month by month. Starting at 8 per month in January, I would attempt to add at least one more each month for 12 months until I deliver 18 in December.  This increase supports the sales increase needed by most forecasts in 2018, and starts off the new year strongly with a solid pipeline for the coming year in 2019.

Of course, if you don’t have 100% follow-up of the leads, Marketing will need to spend more money to create more leads to make up for the salespeople who aren’t executing the follow-up and doing their full job. If they just can’t or won’t do it, turn to an outside company to qualify the leads and give the reps only sales-ready prospects.

Create the Plan

Now that you have the unit forecast, look at it in terms of lead generation sources. Create a spreadsheet of the sources and the number of leads that you will find. If you only count qualified leads, you will need 50 fewer than raw leads. Ask yourself:

  1. Is the lead count on the same upward tick to match the sales forecast?
  2. Are there any sales lead slumps (brownouts or blackouts)? If so, fill them in with a lead gen program to create a continuous influx of leads that predates the sales increase by at least three months, if possible.

It isn’t difficult to make the case for filling the pipeline at the same rate as the company expects an increase in sales.

Concluding Tip

Check the sales performance quarter by quarter over the past 3 to 5 years (easy to get from Finance). Then check if there was a corresponding decrease in marketing spend on lead generation in any quarters before the slump (may also be available in part from Finance). Bingo.

 

You may also like:

Q4 Does Not Mean Wait Until 2018

How Many Leads are Enough?

What Percentage of Sales Leads Should Close?

Artwork: Purchased by James Obermayer at the SLMA from iStock

13 Oct 15:11

Marketing is for Humans

by Amanda Cullen

Brand HarmonyThe subject line caught my eye, promising a free download on “The State of Marketing,” so I opened the email from salesforce.com.

I started reading the report, and, at first, I liked what I read. It said that successful companies are more likely to have their marketing departments focus on customer touchpoints throughout the entire lifecycle of a customer’s relationship with a company. I read that “64% of marketing leaders say their company has become more focused on providing a consistent experience across every channel as a result of changing customer expectations,” and that “high performers are 12.8x more likely than underperformers to heavily coordinate their marketing efforts across these channels.”

“Bravo,” I thought, since I have spent years encouraging marketing departments to look beyond their traditional marketing tools. Marketing’s job is not just to create awareness or to get the first sale, but to support the nurturing of customer relationships throughout the entire time the customer is involved with the company.

But as I read further, I saw that this was really nothing new. Sure, many of the channels referred to in the article are relatively new digital options, but at its core, this sounds like a story from the 1980s.

When I started my marketing career in the 80s, similar articles were written that talked about how smart marketers are complementing their advertising programs with public relations, direct marketing and sales promotion. Now we’ve added digital advertising, email marketing, mobile apps, video advertising, etc., to that list.

Channels Aren’t People

What all of these marketing channels have in common, whether they are analog or digital, is that they are inanimate. They don’t breathe. They don’t eat. They don’t have a pulse. They aren’t human.

Through my work as an advisor, public speaker and workshop facilitator, I have interacted with tens of thousands of executives from thousands of companies, and conducted research on many of them. I have witnessed this clear truth: For most companies, the human interactions they have with their customers are more powerful and influential than any inanimate marketing tools.

If you work for Amazon or Google, this may not apply to you, but most of us don’t work for Amazon or Google. For most of us, our most powerful customer interactions, outside of our actual delivered products or services, are the interactions that people who work in our companies have with people who are customers of our companies.

Yes, traditional marketing tools still have their place, and it is incredibly important to understand the roles that new digital marketing tools can have on your business. But you can’t delegate all of the heavy lifting of customer interactions to inanimate marketing objects. Human engagement still counts.

I’m a good case in point. Digital marketing has been great for my business as a speaker, by generating leads and bringing traffic to my website, but it is the human interactions I have with potential clients that make the real difference in whether I am hired to speak at a conference.

If you want to be a really high-performing company, don’t just have your marketing department focus on the tools marketing has used for decades, supplemented only by the new digital tools that are available. Yes, all of those things are valuable, but ensure that your marketing department looks beyond these non-living means of communication and focuses on what really counts: Humans.

Marketing is for Humans, in Two Ways

  • First, don’t try to delegate all of the heavy lifting of customer interactions to inanimate objects. Ensure that you support and enable the humans in your company to deal effectively with customers.
  • Second, remember the humans that your marketing efforts are actually for: your customers.
13 Oct 15:11

Warm Calling vs Cold Calling: Which is Best for You?

by Josh Slone

Those who are outside the sales world (and some who are in it) think that EVERY conversation that takes place on a phone is “cold calling”. Most inside the industry are at least familiar with the idea of “warm calling”.

Even though many have heard and even use warm calls, definitions are quickly muddied and sometimes sales training is lackluster. We’ve actually put together many different training and definition posts. All in the hopes to help everyone from team leads and VPs to new sales reps. You can check out a few of those posts here, here, and here.

For this training-esque post, we’ll zero in on the difference between warm and cold calling.

Things we’ll cover:

  • Definitions between the two terms
  • Useful situations for both
  • Potential issues with both

In the end, a better understanding will help you define and improve your overall sales process increasing the number of qualified conversations and hitting higher numbers.

Let’s begin.

Defining Warm Calling and Cold Calling

Cold Calling: A sales-facing member of a business or organization making a phone call or visit to an individual, business or organization to solicit goods and/or services. The party contacted has no prior knowledge about the meeting or call.

Warm Calling: A solicitation call or visit initiated either by the sales-facing member of an organization. OR the call/visit is initiated by the person or organization that is being solicited.

It doesn’t take a Mensa candidate to understand that warm calls have a better ring to them (pun intended). Also, warm candidates are often qualified faster (possibly) equalling more sales off of them.

On the other hand, you’ve probably already said to yourself, “Yeah, but what kind of prospect is going to schedule a sales call?”

Good question. Let’s try to answer that.

How Warm Calling Works

So, you just sit at your desk and wait for people to call, right?

Warm Calling

Of course not. But that’d be cool. Instead, getting a warm call set up is all about starting the conversation via other means of contact.

The future of sales is all about being everywhere. If you don’t try at least 2-3 touch points, it’s not likely you’re going to see the kind of sales growth that you’d like.

Here are a couple of ideas:

  • Cold email (obviously)
  • Direct mail
  • Direct to voicemail
  • Social selling
  • In-person meeting (via networking events, etc.)

Using one of these to get the fire going is the best way to find prospects that are ready to talk. If they respond to your preliminary communication — they’re likely ready for a serious call. Even still, the best way to warm up a call is to have several things working in your favor.

Let’s do a few mock scenarios:

Marketing Agency Example (More Complex)

  • One: Puts a nice direct mail packet in the mail
  • Two: Sends a cold email with a compelling offer and clear call-to-action
  • Three: A message straight to voicemail that the direct mail letter should be there any day
  • Four: Another couple more emails with a clear offer*

*Spread this process out over 3-5 business days for maximum results.

B2B Service Example (A Bit Simplified)

  • One: A cold email with a worksheet that helps target clients improve X
  • Two: Another email offering to schedule a call with more tips for improving X
  • Three: A not-so-cold-call asking if they filled out the worksheet
  • Four: An email telling them that you’ll leave them alone (e.g. break up email).

Potential Issues with Warm Calling

Compared with cold calling, there aren’t many issues with the warmer version (as you’ll see). That said, there are a few issues to consider.

1. Warm Calling Does Require Waiting

While you’re not sitting by the phone waiting for an ad to work or for people to need you, you are waiting. Waiting for responses to your preliminary contact method(s). Doing so can be difficult for any business that is in the very early stages of startup with no audience and no budget.

Warm Calling

Depending on how many customers you need to keep your Ramen noodle cabinet full, you may be better off cold calling a few hundred leads and trying to earn your paycheck that way for a couple months.

2. Warm Calling Requires Automation

The more complex your sales process, the more likely you are to mess it up when doing it manually. Post-it notes and phone reminders will only take you so far. Some smaller businesses may not even utilize a CRM when they’re starting out (not recommended).

There are (ahem) tools that can automate your cold contacts in a way that leave you only responding to those warm leads.

However, if you’re not ready to beef up your sales (and tools), just plain cold calling may be better.

How Cold Calling Lukewarm Calling Works

There are so many people who think that cold calling is the only way to conduct business. While this was relatively true, especially during the ’80s, it’s not the best method today. Making calls to strangers is no longer a viable method for growth in ANY* industries.

*Any meaning that a call made to a stranger (they don’t know you, you don’t know them) as a means of making significant sales. There is an in-between method that we’ll go over a bit further down.

If you’re buying a list of leads only to call them on the phone with little to no research — get with the times.

Warm Calling

This archaic method of sales is so awful, we’re not even going to write about it anymore. We’re going to talk about warm-ish calling, lukewarm calling, or even not-so-cold calling — whichever you prefer. None of those would have been compelling though.

Lukewarm Calling: A call or visit by a sales-facing individual(s) of a business or organization made to solicit an individual or organization. The individual/organization being solicited has no prior knowledge of the visit. However, the sales-facing individual(s) have done prior research to qualify leads.

Doing lukewarm calls requires work on the front-end to determine the people you’ll be calling. Essentially you’re putting together a funnel before your sales funnel.

This pre-work is called prospecting. You’re getting together the leads that may actually buy and then calling them to see if they’re at the right point to say yes. In the most generic since about 60% of businesses are NOT interested.

The rest of the 40% are still going to be hard to get to, but at least you’re more prepared.

60% of the time, it works, every time” — Brian Fantana

Marketing Agency Example

One: An agency targets companies with annual revenue between $5 and $10 million, with less than 100 employees.

Two: Next, they look to see the current marketing methods of those businesses to determine an approximate budget/interest in marketing.

Three: Research is then conducted on potential decision makers and individuals in the company that may handle the types of services that the agency handles (e.g. does the lead have a marketing pro working there, or is the owner trying to do everything).

These preliminary research points can help determine if the company has the budget, need, and opportunity to make a connection. All of these indicators help during the call itself too.

When to Use Lukewarm Calling

If you’re a high-priced startup that needs to get on the phone in order to get a yes — lukewarm calling may be an option to get a little momentum. But, even in the startup stage, it’s not the best model for those who aren’t skilled in the art of conversation.

If you’re a programmer, expert funnel creator, or introvert, lukewarm calling isn’t going to be your strong suit. You’d be better off letting interested leads contact you.

Potential Issues with Lukewarm Calling

1. It’s Not Sustainable

Let’s say you have 500 leads. You call them all over the course of two weeks and you close 3 deals. Great, now the leads dry up. You’ll have to fulfill the deliverables of your new clients (if you’re a service) and likely fall behind on generating new leads.

Doing this creates the feast and famine roller coaster that most small businesses ride on continually.

Warm Calling

2. It Wastes Good Leads

Skipping ahead to the call cycle without trying to warm the leads up with other forms of contact is wasteful. You take those 500 leads and burn through them, you’re stuck putting together/buying another list and starting the whole (short) cycle over again.

A well-crafted sales process really squeezes out all of the juice from a lead list. It should include:

  • Multiple points of contact over 7-10 business days
  • Multiple qualified conversations
  • And future leads (poor timing, maybes, etc.)

3. It’s a Lot of Work for the (Limited) Payoff

Cold calling is quick, easy, and less effective by the day. Lukewarm calling requires a decent amount of upfront research before calling.

Logically, it makes sense to try harder to impress those leads. Sending them something in the snail mail, or giving them a fantastic offer via cold email are just a couple of ways to get the most out of your leads.

If You Get One Thing, Make It This

Don’t just buy a generic list of leads. Buying a list is cool, but it has to be based on a solid ideal client profile. Then, take some time to look into those leads and see which companies may be fishing for a provider just like the stuff you provide.

Taking a few minutes per lead may not be viable for everyone, but most B2Bs will see a dramatic positive effect.

Have you tried warm calling? What benefits have you seen?

12 Oct 15:15

Digital Analytics + Marketing Career Advice: Your Now, Next, Long Plan

by Avinash Kaushik

The rapid pace of innovation and the constantly exploding collection of possibilities is a major contributor to the fun we all have in digital jobs. There is never a boring moment, there is never time when you can’t do something faster or smarter.

The tiny downside of this is that our parents likely never had to invest as much in constant education, experimentation and self-driven investment in core skills. They never had to worry that they have to be in a persistent forward motion… sometimes just to stay current.

This reality powers my impostor syndrome, and (yet?) it is the reason that I love working in every dimension of digital. We are at an inflection point in humanity’s evolution where in small and big ways, we can actually change the world.

With that context, this post is all about career management in the digital space. Like this blog, it will be particularly relevant for those who are in digital analytics and digital marketing. I would offer that the higher-order-bits in each of the three sections will provide valuable food-for-thought for anyone in a digital role.

The post has three clusters of advice. The first two are from editions of my newsletter, The Marketing – Analytics Intersect (it goes out weekly, and is now my primary publishing channel, sign up!). The third section was sparked by a question a friend who works at a digital agency asked: Will I lose my job to automation soon? (The answer was, yes.)

The Now section provides advice on how investing in growing your Analytical Thinking will contribute to greater success in the role you are in. The Next section provides advice on what you should be doing to invest in yourself to get ready for the depth and breadth change Artificial Intelligence is going to bestow upon us (regardless of your business role). The Long section shares a thought experiment I want you to undertake to figure out your career three years from now.

One more change reflective of the times we live in… Your employer used to be responsible for your career, this is for the most part no longer true. Your employer would send you to trainings to help push your career forward, this is for the most part no longer true. Your employer/manager would help you figure out the skills you can develop, this is for the most part no longer true. It is now all on you. Hence… Take control.

Ready?

The Now Career Plan: Analytics Experience vs. Analytical Thinking

Check the requirements listed in any digital analytics job and you'll notice a long laundry list looking for analytics experience.

Years of having used tool x. Years and years of practice with R or "Big Data." Years of proficiency in analyzing m campaigns for n channels resulting in production of z reports.

When you go to the interview, the hiring company will proceed to ask questions that test your competency in the listed job requirements.

This is normal.

Reflecting on my experience, it is not sufficient.

Test for analytics experience AND explore the level of analytical thinking the job candidate possesses.

Analytical thinking is 6,451 times more crucial in the long-term success of the candidate and the value they'll add to your company.

Analytical Thinking: Skills, Interviewing, Value.

Analytical thinking is a collection of skills.

It is creative problem solving. It is working systematically and logically when dealing with complex tasks. It is exploring alternatives from multiple angles to find a solution. It is a brilliant evaluation of pros and cons, and achieving the balance that is right for that specific moment. It is always knowing that the answer to what's two plus two is always in what context? It is being able to recognize patterns. It is knowing that every worthy life decision is a multivariate regression equation (hence the quest to identify all the variables in that equation and their weights). It is the possession of critical thinking abilities. And, most of all it is being able to seek and see the higher order bits.

Beautiful, right?

If I have the immense privilege of interviewing you, expect us to spend a lot of time on the elements mentioned above.

One sample strategy: Expect that I'll ask open-ended questions (If a company has 90% Reach on TV, why the heck do they need digital?). Then, regardless of what you say I'll politely but forcefully push back, to explore the depth and breadth of analytical thinking you bring to the table.

If you hire strong analytical thinkers, of any background, you are hiring people who will be adaptable, who'll grow and flex with your organization and needs. They'll have the mental agility to think smart and move fast. They'll ask child-like simple questions that'll lay bare your complex strategic challenges. Hire them. And, if they don't know tool x… You can teach them which buttons to press.

Caring and Feeding Your Analytical Thinking.

If you are an analytical thinker, there are many ways in which you can keep feeding and stretching the synapses in your brain. There is always more you can learn.

In a business context, request an hour to talk to people three levels above you in the organization. Ask them what they worry about, ask them what they are solving for, ask them how they measure success, ask them what are two things on the horizon that they are excited about. So on and so forth. You'll see things very differently, and you'll think very differently when you go back to work.

I'd mentioned being able to look at every situation from multiple angles. (Think of the famous bullet time scene in the Matrix.) Hence, a personal strategy of mine is to look well outside my area of expertise to help me improve my analytical thinking capabilities.

I'm love reading decisions of the US Supreme Court. SCOTUSblog FTW!

The Supreme Court deals with situations that are insanely complex – even when they appear to be stunningly simple on the surface. There are so many lessons to be learned.

My favorites are the ones I massively disagree with. Citizens United is one such example. I could not possibly disagree with it more. Yet reading through the deep details helped me see the multiple facets being explored, the reasoning used by the other side. I learned a lot.

I go in open-minded, and at times have my mind changed. A good example of this Justice Scalia's opinion in Gonzales v. Raich and the use of the Commerce Clause. And, he was not a man with whom I have overlapping views on anything. I appreciate him stretching my mind in this case.

Optimal Starting SCOTUS Starting Points.

If you would like to pursue my personal strategy, here are a collection of cases to use as starting points.

Some cases are very dear to me, I truly love them, there is a lot to learn from them as you explore the back and forth of the debate, the majority opinion and the dissenting one (or ones).

Loving v. Virginia is close to my heart, it is the reason I can legally marry my wife. It was just 50 years go!

Obergefell v. Hodges brought immense to our family as we celebrated the right of all Americans to marry. Justice Kennedy's opinion is a thing of beauty. And, it is also useful to read Justices Scalia and Thomas' strong and powerful dissents.

Texas v. Johnson said that prohibition on desecration of the American flag was a violation of the right to free speech. Of the many wonderful things about America, the First Amendment is at the top and distinctly unique. The court looked beyond the jingoistic distractions the flag always attracts, and protected what's critical.

As I'd mentioned above, there is much to learn from cases that are heartbreaking

Dred Scott v. Sandford held that African Americans, free or slaves, could not be considered American citizens and undid the Missouri Compromise. It contained the infamous quote "[black men] had no rights which the white man was bound to respect."

Buck v. Bell is perhaps the one that is a deep, deep source of pain for me, it a decision that still stands. The court upheld forced sterilizations for those with "intellectual disabilities" and contained the despicable phrase "three generations of imbeciles are enough."

Korematsu v. United States, legalized the shameful internment of American citizens with any Japanese ancestry. It is still on the books, and places extraordinary power in the President of the US to do what they want to people who might not look like "Americans." People like me.

Each case, regardless of if I agree with the opinion or disagree, helps push my thinking. It makes me a better analyst, a better employee, a better start-up founder.

I've added a differentiated collection of links above to take you to sources, I hope they'll help feed your analytical thinking.

For the Busy Human On The Go, An Alternative.

Given everything above, I absolutely LOVE the More Perfect podcast.

Jad Abumrad and his team are magnificent storytellers. For each episode, they take one case and explore it from multiple directions. They are entertaining, engaging and deeply informative.

Season one covered seven scintillating cases. I found the episodes that shared how SCOTUS was formed and got its power amazing.

Season two kicked of with… Korematsu! I thought I knew all angles of this case. Yet, towards the end you'll hear two loud silences in a conversation with Judge Richard Posner. Make sure you hear what he says. I have profound respect for Judge Posner, he is brilliant. And, in those two moments, he both made me deeply uncomfortable and appreciate complexity.

More Perfect on iTunes, Stitcher, Google Play.

Bringing It All Back To Analytics.

The latest episode (as of Oct 11th) is "Who's Gerry and Why Is He So Bad At Drawing Maps."

The problem is simple. In Wisconsin Republicans in power massively gerrymandered voting districts (something the Democrats also do when in power). Unlike the past where little sophistication was applied, this time sophisticated algorithms and computers were brought into play. Resulting in more effective gerrymandering.

End result: Democrats won 53% of the votes but only 39% of the seats.

You might think: OMG! CRAZY BEANS! What happened to one person one vote!

Well, the case was heard by the Supreme Court last week. And, everything's quite complicated (analytical thinking!). Listen to the episode for that.

What's even more material for us is that Justice Kennedy wants to know how can he figure out that a district has been "too" gerrymandered. There is no real standard, nothing the Justices can use.

Math to the rescue!

Nicholas Stephanopoulos and Eric McGhee created an Efficiency Gap formula to assess how bad the gerrymandering was. (More here, PDF.)

I won't spoil it for you, let Professor Moon Duchin explain it to in the podcast. It is a thing of beauty.

You'll learn how to create smarter formulas in your job, how to solve complicated and ambiguous challenges with simple assumptions, and how to not to grow too close to your formulas – rather evolve them over time to be smarter.

In 23 mins, it will make you a better Analyst.

If you follow the overall guidance in this section, you’ll continue to invest and grow the one skill you’ll need in every digital career: Sophisticated analytical thinking.

The Next Career Plan: Prepping For An AI-First World

Even with all the hype related to all things Artificial Intelligence, I feel people are not taking the topic seriously enough. That the big, broad implications for the very near future are not causing us to sit up, take notice, and change our strategies (personal and professional).

Or, maybe I'm just too deep into this stuff. :)

I had two big ah-ha moments that have changed my view if humans can be competitive in any field compared to what technology will spring forth. I call the two elementsl Collective Continuous Learning and Complete Day One Knowledge, they are harbingers of exciting possibilities for what we can do with AI (and it to us).

For more detail on that, and if humans are doomed (yes, no, yes totally) please read: The Artificial Intelligence Opportunity: A Camel to Cars Moment

The topic of AI is vast, and I’m not even including all the layers and flavors. The more I learn, the more I realize how little I know. My heartfelt recommendation is that every professional should be curious about AI and try to stay abreast with as many new dimensions as they can. After the first few months, you’ll find your own sweetspot that’ll catch your fancy.

Here are the collection of books, videos, people and learning opportunities from my sweetspot…

Books.

I want to recommend three books. None focusses on digital marketing or analytics. Each tackles humans and the possibilities for humans. Hence they’ve had a profound impact on my thinking about humanity’s future (and via that route, my career plans).

1. Homo Deus: A Brief History of Tomorrow by Yuval Noah Harari.

The span of Mr. Harari's thinking is truly grand, and he's a great storyteller. I am less pessimistic than Mr. Harari about the 300 year outcome (as you'll read in my post above on AI), but he's influenced my thinking deeply.

2. Superintelligence: Paths, Dangers, Strategies by Nick Bostrom.

AI will birth numerous incredible solutions for humanity, but the most magical bits will come from Artificial General Intelligence. Some people think of it as Superintelligence. Mr. Bostrom does a fantastic job of exploring the possibilities. Let me know if you get scared or excited by the end. :)

3. Life 3.0: Being Human in the Age of Artificial Intelligence by Max Tegmark

I love the way Mr. Tegmark writes, and there is something magical about his ability to distill all living things, you, me, watermelons, to up quarks, down quarks and nand gates! I was so inspired by his writing that I wrote to him my personal prediction for humanity looking 300 years out.

Videos.

Current development of Intelligence is in silos, I'm glad when someone pulls all the experts from around the world in an attempt to guide humanity's efforts.

The Future of Life Institute hosted a conference in Asilomar in Jan 2017 with just such a purpose. The entire list of videos is well worth watching, prioritize the individual ones: Beneficial AI 2017

If you can only watch one…

1. Science or Fiction?

The content is great and it is pretty amazing to see these crazy brilliant group on one stage.

There is one other video I want you to watch, from the 2015 edition.

2. Robotics, AI, and the Macro-Economy

There is mostly a negative vibe about the combination of robotics and AI. The brilliant Jeffrey Sachs systematically presents context you'll be glad you've heard.

There is a ton of video content on YouTube. A go to source for me is whoever is curating the Artificial Intelligence AI channel.

People.

In any space that is having the kind of exponential growth like AI, your best bet is to find people who trust and listen to what they are saying/doing.

We are blessed with a ton of experts, practitioners and futurists. I encourage you to curate your own list.

Here are the ones I follow as closely as I can: Sebastian Thrun, Jürgen Schmidhuber, Demis Hassabis, and Andrew Ng.

I watch videos of all their talks on YouTube or tune in to livestreams of their presentations. I read articles they write. I have alerts for them. Luckily they are so darn busy, they pace their public speaking/writing. :)

You can follow their work using strategies you currently use for others you stay in touch with.

Learning.

If you are slightly technically oriented and would like to start your journey of acquiring technical knowledge in the space, Udacity is a great place to go.

All three of these courses are free:

If you are deeply technically oriented, you already know where to go and don’t need my pointers!

I’m sure you’ll notice I’ve not given you specific advice for your next career move. One reason: We are in a moment where each of us has to know all the changes coming, all the possibilities arising, and then figure out that answer for ourselves.

The above books, videos, people and lessons will help you discover the right answer for yourself.

The Long Career Plan: Automation & Your Value To A Company

People are scared of automation.

It is logical. The AI revolution will bring a ton of automation that will eliminate current white-collar jobs in large numbers.

Yet, by the end of this thought experiment, you might see that looking out over the nest 25-30 years, we can deal with automation (/elimination of our current jobs).

This thought experiment is for both Marketers and Analysts.

Get in front of a whiteboard. Draw a decent size square box on it.

Today, almost all the work you do is inside that box.

For Digital Marketers, it is finding keywords or websites, setting targeting parameters, building ads, setting bids, adding rules, building landing pages etc. etc.

For Digital Analysts, it is creating data collection mechanisms, writing queries, creating reports, doing segmentation, creating rules, identifying business focus areas based on data etc. etc.

Here's the thought: If tomorrow everything you currently do, inside that box, is completely automated… What's your value?

Pause.

Think about it carefully in terms of personal implications.

For the bravest among you, think of what's the value of your Agency/Company.

If you are anything like me, you are super-scared. Some of you are likely super-excited as well.

Don't be scared. Take action.

It is not as crazy as you think to envision that you could be completely automated out. In small pieces this has already happened.

Media example: Campaigns to create, target and deliver results for driving app downloads is now almost entirely automated.

Analytics example: There are already buttons in your tools that automate finding of anomalies in your data that your leaders most need to pay attention to. Eliminating the need for the known knowns and automatically providing the known unknowns and unknown unknowns.

An example that combines the both for even more effective automation: With smart creative, smart bidding, and smart targeting there is no need for any human to touch AdWords or soon a whole lot of your Display campaigns. The results of Data Driven Attribution modeling, which use data from *all* digital campaigns, can now be directly plugged into AdWords which means without any reporting/analysis the platform will automatically optimize for the highest profit for your business – with no human involvement. This is not the future, it is Nov 2017.

Back to the whiteboard.

On top of the box with the stuff you do, write the word Automated.

Ponder now what's your value.

You'll see there are two areas where you can add value. The area before the box, the area after the box.

If you are a Marketer…

You can shift to taking more ownership of the inputs that go into your current job (which remember is now automated). Shift to a responsibility that requires a deeper understanding of your Prospects and Customers at a human level. Now, because of that beautiful knowledge, take ownership of the entire process of identifying the optimal creative assets required for any great Marketing campaign. Then, step up and move to the other side of the box… Own the use and deployment of large scale machine learning services to understand every human, which results in creating the simplest most meaningful experience across all digital touch-points. And then… I'm taking you so far away from your current box… expand the outcomes you own from just the transactional to building deeper years-long beyond-pimpy relationships with your customers.

And suddenly…

You hate the freaking box you are in as a Marketer today. You want to expand your responsibility to own these deeply meaningful things that Machine Learning and our Deep Neural Networks won't touch for a while. You want to feel the true joy that comes from doing meaningful things like figuring out how to build relationships or unleash the full and beautiful power of amazing creative (in ads, in apps, on sites, in products), and so many more exciting things that you were born to do.

Now, you are not scared about automated. You can't wait for your current job to be automated away.

:)

I have the above scenario and the wonderful possibilities for Analysts as well. It is also very exciting, as you’ll discover when you do the whiteboarding exercise for yourself.

Now. I totally get that your entire job is not getting automated tomorrow. But, I suspect you'll be surprised though how fast that is coming. For Nurses. For Truck drivers. For Baristas. For… Everyone. Collect a handful of the smartest people you know, draw a box on a whiteboard, have a discussion.

This thought experiment is just one way to think through the implications of what’s ahead of us. In my blog post on the artificial intelligence opportunity, you’ll see another way I framed how to think this through…

The above framing is a bit more in the higher-order-bit spirit.

I recommend the thought experiment. When you’re done: Step one, have a plan. Step two, execute. Step three, joy. Step four, follow the advice in section one (Now) and section two (Next) of this blog post and start investing in the personal growth you’ll need to move to these new more joy-inducing meaningful jobs.

Your career is in your hands, and I deeply believe it is going to be bright. Seize the moment!

As always, it is your turn now.

Considering the Now moment, is there something unique you do to invest in growing your analytical thinking capabilities? How are you preparing for the Next moment, who are you reading, who are you listening to? Considering the next 25 years in our space, how far do you think automation will go? How are you approaching your personal evolution with the Long moment horizon in mind? How about your company’s?

Please share your unique perspective, challenges, and solutions via comments below.

Thanks.

P.S. I've touched on the topic of career paths and career management in earlier posts. Here are a couple you'll find to be of value:

The post Digital Analytics + Marketing Career Advice: Your Now, Next, Long Plan appeared first on Occam's Razor by Avinash Kaushik.

12 Oct 15:04

The CEO of a startup founded by college dropouts sent a brutally honest pitch to potential investors

by Frank Chaparro

Screen Shot 2017 10 11 at 3.29.57 PM

One of the hardest parts about getting a company off the ground is finding the right investors to help keep the lights on during the early days. 

If you've ever watched the hit show "Shark Tank," then you'll know it's no easy feat convincing investors to pour money into your company — especially in its early days. As such, young startups need to be confident, persistent and ready for rejection when trying to pitch venture capitalists. 

One startup is taking a bit of an unorthodox approach to pitching potential investors. 

Exeq, the New York-based startup founded by four New York City college drop-outs, blasted an email out to 400 venture capitalists and angel investors, according to a person familiar with the matter. 

In an email seen by Business Insider, Exeq CEO Derek Brown, a former engineer at LinkedIn and Addepar, laid out the value of the company, which seeks to change the way millennials think about spending their money.

But before he did, he was brutally honest.

Here's Brown (emphasis ours):

"At Exeq, we don’t have everything together. We don’t know the future for our product and platform. We don’t know or control the external circumstances around our company."

The point of the app is to help people make more efficient decisions about their spending. It does so by notifying users when slight changes to how they spend can be made. For instance, the app might alert a person who frequents a coffee shop on their way to work that there is a more affordable alternative nearby. The app, which is only available in New York City to iPhone users, has 6,000 users. But, like most startups, their sights are set higher. 

"By combining financial and lifestyle data, we’re able to build a consumer product that enables consumer behavior…responsibly," Brown wrote in the email. 

The company already counts Barclays, the British financial services company, as a backer. Here's Brown on why others should jump in:

"Because you have a fiduciary duty to your LPs to make the best investments you can. We’d fall in that category. ;) On a more serious note, the answer’s simple: if you don’t see the shape of the world in the way that we’ve described above, then you shouldn’t invest in us."

Let's see if the cheekiness pays off. 

SEE ALSO: A startup that wants to change the way people think about saving money has named a new CEO

Join the conversation about this story »

NOW WATCH: The head of a $55 billion fund at First Eagle points out the risks everyone else on Wall Street is missing

12 Oct 15:04

How to Convert SaaS Free Trial Users into B2B Customers

by Giuseppe D’Angelo
How to Convert SaaS Free Trial Users into B2B Customers

Shutterstock

Your company offers an exciting technology product that’s leaps and bounds ahead of the competition. If you could just get your prospects to try it out, they would no longer be able to live without it.

It’s exciting when they sign up for free trials. But then, what do they do? In many cases, they never use their trial.

How will they ever know what they are missing?

To say the least, it’s frustrating. While it may seem as if you’ve accomplished your goal when someone signs up for a free trial, there’s inevitably a big gap between the number of people who sign up and the number who become customers.

It’s not just true for your business. It’s an industry-wide phenomenon.

According to Ada Chen Rekhi, who rounded up data from multiple companies, when companies do not require credit card (CC) information upfront, free trial to paid conversion rates range from the low single digits to a rare 25 percent.

AdaChenRekhi

What do these numbers tell you? Companies need to focus more on engaging prospects during the trial. That’s because a small improvement in trial-to-sale conversion rates could have a substantial impact on revenues.

Two prime ways to increase engagement are via nurturing emails and conversations, either on the phone or using online conference solutions.

  1. How to Use Emails to Engage Free Trial Users

    The more personal your emails, the better you’ll do. That means emails should come from a person, not a company.
    Start your nurturing email series with a welcome email. It’s more powerful than you probably realize. According to research from Experian, welcome emails are four times more likely to get opened than other promotional emails. Also, they receive five times the click-throughs. To get the most impact out of them, make sure you use the word “welcome” in your subject line.
    Based on the chart above, more than eight percent of those who receive a welcome email land on the website as a result of it. That’s engagement, and that’s your goal.

    To create a sense of urgency in your welcome email, remind the user how long their free trial lasts. Also, since everyone’s busy and wants any new task to be as easy as possible, provide clear instructions as to how they can get started using your product.

    You should send several emails during the trial to keep users engaged — up to two or three a week. Entice trial users with ideas about how they can benefit from using the tool. Or set up a mini-course that spoon-feeds information on how to use your product. Also, get them excited by telling stories about what your clients have achieved.

    Last but not least, send reminders when the trial is about to end. You can include a special offer with an expiration date to create a sense of urgency.

  2. Encourage ConversationsBecause it’s inexpensive, email has become a go-to strategy. There are, however, significant advantages to scheduling a phone call or an online conference. Even in today’s digital age, people like to talk to others and to know there is someone they can reach out to when they need help. That’s especially true when they need to learn how to get the most out of new technology in the cloud.

    Plus, you can best help your free-trial users if you know their goals and concerns. And the only way to gain a full understanding of them is to have a conversation. Once you’ve listened to the problems they’re trying to overcome and the opportunities they want to exploit, you can show them how to use your product successfully to achieve their objectives.

    So schedule a time to talk with users about your solution. Point them in the right direction so they can achieve their goals. In doing so, you’ll not only be able to demonstrate the value your product offers but also you’ll start to develop a relationship.

    Yes, it costs more to converse with people one-on-one than to shoot out emails. However, it increases conversion rates. But will you receive a positive return on investment by adding in telemarketing to your sales mix?

    To find out, do an A/B test. Take your free trials and split them into two groups — A and B. Nurture the A group with emails alone. For the B group, add in the opportunity to speak with a rep, whether on the phone or via an online conference. At the end of the month, crunch the numbers to determine whether the increased conversions from telemarketing generated enough revenue to justify the higher cost of sales. Make sure you use the average lifetime value of a customer to do this calculation.

    As you move forward, you can optimize your calling strategy. For example, use your marketing automation system to determine which trial users are most engaged. Focus on calling those who have opened a couple of emails and clicked through to your website. Alternatively, look at company size and demographics to determine your best prospects. Then, reserve the white-glove treatment for your most sought-after accounts.

  3. Nurturing Increases Free Trial ConversionsThe moral of the story is that once you receive a free trial sign-up, it’s not the time to sit back, relax and let things take their natural course. This is when the hard work begins. Use emails and phone calls to increase prospect engagement, helping them to achieve their goals. In so doing, you too will likely meet your objectives of increasing your free trial conversion rate.
12 Oct 15:03

What Are the Secrets of the German Economy — and Should We Steal Them?

by Stephen J. Dubner

More than 22 percent of Germany’s workforce is in the manufacturing sector. (Photo: Jens Meyer/Associate Press)

Our latest Freakonomics Radio episode is called “What Are the Secrets of the German Economy — and Should We Steal Them?” (You can subscribe to the podcast at Apple Podcasts or elsewhere, get the RSS feed, or listen via the media player above.)

Smart government policies, good industrial relations, and high-end products have helped German manufacturing beat back the threats of globalization.

Below is a transcript of the episode, modified for your reading pleasure. For more information on the people and ideas in the episode, see the links at the bottom of this post.

*      *      *

Unless you’ve managed to totally tune out every American politician, you’ve probably heard that our manufacturing sector has been crushed.

Bernie SANDERS: We have had, for the last 30+ years, disastrous trade policies.

President TRUMP: We’ve lost 60,000 factories since China joined the World Trade Organization in 2001.

The consensus estimate is that we’ve lost about five million manufacturing jobs since 2000. There are a number of factors — but clearly, one of them has been global trade.

David AUTOR: We estimate that as much as 40 percent of the drop in U.S. manufacturing between 2000–2007 is attributable to the trade shock following China’s accession to the W.T.O. in 2001.

That’s David Autor, a labor economist at M.I.T. You may remember him from an earlier episode of ours called “Did China Eat America’s Jobs?” Short answer: yes, at least a good portion of them. Autor points out there were gains in non-manufacturing sectors, which more than offset the number of lost manufacturing jobs. But these new jobs typically pay less and leave workers worse off. Or, as an economist would put it:

AUTOR: The reallocation process seems to be slow, frictional, and scarring.

The U.S. is hardly alone in losing those good old high-paying manufacturing jobs. Many big, old, successful western economies have suffered the same fate. This downturn has changed our politics. In the U.S. …

TRUMP: We can’t continue to allow China to rape our country and that’s what they’re doing.

And elsewhere …

Gerard BAKER on CBS This Morning: You see it in the U.K. vote to leave the E.U. You’re seeing it in other parts of Europe a spread of this desire to kick back against globalization.

But there’s one big, rich, Western country that’s different.

Jens SUEDEKUM: We don’t hear that anti-globalization, anti-China rhetoric.

A country whose manufacturing sector has proved remarkably resilient.

SUEDEKUM: The United States, the manufacturing share today is below 9 percent. We still have 22 percent of the workers active in manufacturing.

It’s a country that not only doesn’t have a trade deficit, but has one of the largest trade surpluses in the world.

Dalia MARIN: The exporting sector is doing very well. It’s a good sign.

So what is this übermensch of a country?

SUEDEKUM: At the moment, there’s a bit of euphoria in Germany. The economy’s doing great and unemployment has almost disappeared.

That’s right: Germany.

SUEDEKUM: At the moment, the mood is good here. But Germans are also melancholic people.

Today on Freakonomics Radio: how did the German economy go from rubble to rock star?

Daniel STURM: Germany has a very unusual economic geography.

MARIN: Germany is not a shareholder economy, it’s a stakeholder economy.

Uwe REINHARDT: In Germany, the unions have representatives on the board of the company.

And: what would happen if the U.S. tried to copy the German model?

*      *      *

I’d like you to meet Jens Suedekum.

SUEDEKUM: Hello. I’m [a] professor of economics at Dusseldorf University.

His research specialty?

SUEDEKUM: I do research in international trade.

A few years back, Suedekum and his colleagues read the research that David Autor and his colleagues published about the American manufacturing crash.

SUEDEKUM: The tone was very negative in the United States that China cost millions of jobs, put so many people out of work, led to reduced wages. Basically, we wanted to understand if that’s also going on in Germany.

Suedekum applied the same research methodology to Germany. He found that, as in the U.S., some German industries did suffer a lot because of low-cost Chinese manufacturing. But …

SUEDEKUM: But, on the other hand, the overall conclusion that comes from our study is much more positive. The important difference is that Germany managed to take advantage of this gigantic export market.

The “gigantic export market” being, primarily, China.

SUEDEKUM: If you add both together, then trade basically had zero impact on the manufacturing share itself in Germany.

Why was Germany able to find an economic equilibrium that has escaped so many other countries? To find that answer — and to appreciate the magnitude of this economic turnaround — we have to go back in time a bit. Let’s start just after World War II.

REINHARDT: Germany was basically rubble and demoralized; for very good reasons, in deep shame.

Uwe Reinhardt is an economist at Princeton. He was born in 1937 in the countryside near Cologne.

REINHARDT: By and large we young people had this burden of shame put on our shoulder. We never asked for that, but we had it. I sometimes think one outlet is to work like hell and say, “Let’s just work and see if at some point we will once again be”— the German word is salonfähig, meaning, “be fit to be invited to a civilized party.” We worked hard. Everyone worked hard. I worked in Cologne as an apprentice. Everything was rubble. Then you saw, year by year, “Here was rubble. There is a new building now.” You literally saw Germany grow again.

Germany’s growth was helped along by American financial aid. Here’s U.S. Secretary of State George Marshall, nearly two years after the end of the war, speaking at Harvard, where he was receiving an honorary degree.

George MARSHALL: Ladies and gentleman, I’m profoundly grateful.

Marshall used this occasion to announce a plan to rebuild Europe.

MARSHALL: The truth of the matter is that Europe’s requirements for the next three or four years of foreign food and other essential products — principally from America — are so much greater than her present ability to pay that she must have substantial additional help, or face economic, social and political deterioration of a very grave character.

The Marshall Plan sent a lot of money to Europe — the equivalent of more than $100 billion today.

Jeromin ZETTELMEYER: Initially there was a bit of a controversy whether Germany, in particular, should be a recipient of Marshall aid.

That’s Jeromin Zettelmeyer. Until recently, he was a senior official in Germany’s Ministry for Economic Affairs; now he’s a senior fellow at the Peterson Institute for International Economics.

ZETTELMEYER: But, as the politics changed after the war and the Cold War became the most pressing issue — containment of the Soviet Union — it was very quickly decided that Germany would get Marshall Plan aid. It played a big role in German post-war reconstruction.

Reconstruction, that is, in West Germany.

STURM: It’s well known that in the wake of the Second World War, Germany was occupied.

The economist Daniel Sturm grew up in Germany and now teaches at the London School of Economics. His specialty is called spatial economics.

STURM: Spatial economics is an umbrella term the role of space in economic activity. That could be space across countries as studied in international trade, that could be space across regions or the role of space within cities.

You can see where is this going, can’t you? After the war, Germany was divided and occupied by the Allied powers. For a spatial economist who happens to be from Germany, this division would provide a perfect natural experiment. There was West Germany …

STURM: … which was the combination of the American, British, and French zone …

And East Germany …

STURM: … which was the Soviet zone.

The border between West and East Germany was also a border between capitalism and communism. In the West, cities like Hamburg, Bonn, Frankfurt, and Munich began to rebuild, and resumed their capitalist pursuits. Not so in the East. And Berlin lay firmly in the east. Before the war, it was the capital of Germany, easily its largest city, and an economic powerhouse. Now, it too was divided — eventually by the Berlin Wall. West Berlin was officially a part of West Germany. But it was an island of capitalism in a sea of communism.

STURM: A lot of industries are forced to relocate and find new homes in West Germany.

And so it was for four decades. Until November 9th, 1989 — the fall of the Berlin Wall.

ABC NEWS: Just a short while ago, astonishing news from East Germany …

BBC NEWS: Within hours of East Germany’s decision to let its people go by opening the border to the West, the city erupted in frenzy of celebration.

CBS NEWS: Tens of thousands of young Berliners are on the Berlin Wall.

STURM: When the Berlin Wall came down, I was serving in the Army. There was still conscription at the time. I was a lorry driver, so I was servicing the spatial economy, transporting goods around for the German army. But I had no training in economics at that point.

But years later, Sturm the economist began to examine the economic data generated by the political divisions.

STURM: One of the classic questions in spatial economics is the question, “Why do people, firms and workers, locate where they locate?” There [are] two, big competing theories: one is there’s something fundamentally good about some locations, maybe access to a river, nice weather, or other locational advantages. The competing theory is that it’s really cumulative causation. Once a critical mass of economic activity has been established in a location, people will gravitate to that location, so there’s nothing inherently good about the location other than that many other people have decided to locate in that location as well. Trying to distinguish between these two explanations, unfortunately, is very difficult.

Difficult especially when you can’t run experiments in economics the way you can in other fields. When you can’t, say, divide a country in half, and cordon off its most important city to see what happens there. But of course that’s essentially what happened in Germany. Before the war, many large industries were concentrated in Berlin. But they shriveled during the Cold War. Now, after reunification, Daniel Sturm and a colleague, Steve Redding, took advantage of this shock to the system.

STURM: Once that shock dissipates, do we see that everything gravitates back to its old pre-war equilibrium, which would suggest that everything is driven by fundamentals? Or do we see that the new location pattern that was developed during division continues after reunification so that we don’t go back to the old pattern, but stay in the new pattern that has been developed during the shock period of division?

Granted, a city like Berlin can’t just flip a switch after 40 years and tell all its big companies to come home. They had built buildings! Their workers had homes there! Still, Sturm felt he could at least address the question by looking at the data. First stop: airplane-traffic data.

STURM: The main reason we looked at air hubs is it’s a sector where you get a lot of historical data.

Before the war, Berlin had the biggest airport in Germany.

STURM: It was, in fact, also the biggest airport in Europe.

But during the post-war occupation, a lot of airplane traffic migrated to Frankfurt — in part because the U.S. military had its main airbase there.

STURM: It took ‘til the mid-1970s for Frankfurt to take over the role as [the] hub airport for Germany and for Berlin to fall back into the role of a regional, provincial airport.

Okay, not that surprising that Berlin’s airport fell out of favor during the occupation. But what happened after reunification? Did Berlin recapture all that air traffic — or did Frankfurt retain its hold?

STURM: And that’s exactly what we find.

That is, Frankfurt retained its hold.

STURM: There’s no evidence of the pattern of air travel gravitating back to its old pattern.

To this day, Frankfurt has the biggest airport in Germany, with more than 60 million passengers a year. Berlin, while still easily the biggest city in Germany, has only the fourth- and seventh-busiest airports, which combined have only about half the traffic of Frankfurt.

STURM: Germany is the only European country where the country’s main air hub is not in the largest city. You can see the unusualness of the German situation. If [the] division hadn’t happened, it would be very difficult to believe that Germany’s main air hub today wouldn’t be in Berlin.

The air-traffic story is compelling because the data are so definitive. In other cases, it’s hard for an economist like Sturm to make such a clean comparison between cities. But, he argues, the anecdotal evidence at least suggests that the air-traffic data are part of a larger economic pattern.

STURM: If you look, for example, at Munich. Both Allianz, Germany’s biggest insurance company, and Siemens, its biggest manufacturing conglomerate, moved to Munich in response to [the] division. Similarly, the banking sector left Berlin and migrated to Frankfurt, which, prior to the war, was a secondary banking center. Publishing went to Hamburg and we can continue in this way.

In other words: one indirect consequence of the war, and the resultant political division, was that the German economy became more decentralized.

STURM: Germany has a very unusual economic geography or very unusual distribution of economic activity in space. It’s a much more decentralized country than some other European countries, such as the U.K., France, or even Spain, where economic activity seems to be highly agglomerated in one or two leading centers. In contrast in Germany, you have a number of mid-sized towns that have very vibrant economic structures such as Munich, Frankfurt, Hamburg, and many more.

Now, is economic decentralization necessarily a benefit? Cities like New York, London, Paris, and Tokyo might argue otherwise.

STURM: There’s a large literature that documents that there are returns to density. Bigger cities seem to be more productive. From that perspective, it may be better to concentrate economic activity in a few large cities.

But density also has its costs: higher housing prices and cost of living; more traffic congestion.

STURM: From that perspective, it may be better to spread economic activity apart.

So is it possible for economists to learn the optimal population distribution across a country’s cities?

STURM: The question is a tricky one, and one that, arguably, we have much less of [a] handle on understanding the full empirics and the importance of different effects. If we split London into two cities and moved one to the north of England and left one where it is right now, what exactly would be the implications for U.K. economic activity? It would be great if I could solve that question and provide you with a precise empirical estimate. But it’s something that is very difficult.

Okay, fair enough. Hard question to answer. But keep in mind it also has political implications. A lot of recent elections have seen populist momentum from outside major cities, with voters who feel the cosmopolitan elites don’t represent their economic interests.

STURM: One of the key obsessions of U.K. politics is to try and redistribute economic activity away from London to other parts of the U.K., which compared to London, are lagging. There is spatial inequality in Germany as well, but it’s not as extreme with Berlin being the vibrant place and everything else being a backwater. We have a number of cities that, in terms of per capita income, are very comparable. Maybe this is one of the reasons why Germany has, so far, weathered the populist tide.

Maybe but … maybe not. We spoke with Sturm before the recent German elections. Angela Merkel was easily re-elected as chancellor but the ruling coalition parties lost seats in Parliament to the Alternative for Germany party. It has an anti-immigrant platform and is especially strong in the former East Germany, where the economy isn’t nearly as strong as in the former West. Which suggests one of at least two things: the German economic miracle may be running into trouble; or, at the very least, the former East still has a lot of catching up to do. Including Berlin itself.

MARIN: I came to Berlin right after the fall of the wall.

That’s Dalia Marin. Today she teaches economics at the University of Munich; but at the start of reunification, she was at Humboldt University, in the former East Berlin.

MARIN: It was a very exciting moment because under communism, they had not really an economics department. They didn’t know anything about Keynes and Adam Smith. Under communism, they basically were teaching Marxism and Leninism. They didn’t know anything about the market because they were a planned economy. They had no alternative, then, to fire these people.

The firing of communist economists was one of many, many adjustments that came with reunification.

STURM: Reunification was a major economic shock.

Among the problems East Germany faced: a bloated socialist bureaucracy and dilapidated infrastructure; an unproductive workforce and massive government subsidies for food and housing; and, oh yeah, the lack of functional capitalist markets. The German government worked hard to bring East Germany back into the fold.

SUEDEKUM: There was a huge economic boom that came with it because there [were] massive infrastructure investments in the East.

STURM: There were also enormous transfers paid to try and jump-start the East German economy.

SUEDEKUM: There was huge euphoria about reunification but then this mood changed fairly quickly. In ‘93, ‘94, the country went into a hangover mood.

MARIN: Because it was difficult for West Germany to absorb East Germany.

One big difficulty was getting East and West using the same currency — the West German Deutsche Mark. Jeromin Zettelmeyer says the conversion happened at an even one-to-one rate, which had a huge effect on real wages.

ZETTELMEYER: Even though that did not translate into the same wage level in the East as in the West, wages went nonetheless higher than they would have been without that. So you have a period where effectively the wage levels in the East in hard currency exceed Eastern productivity and that produces more unemployment.

SUEDEKUM: To give you perspective, we had an unemployment rate in Germany in ‘91 [that] was roughly 5 percent; maybe 2 million unemployed people. But then in ‘97, the whole unemployment rate went up to 11, 12 percent. It was a dramatic period.

The drama, of course, didn’t end there.

ZETTELMEYER: And then you have Germany join the euro.

The euro had become the common currency of the European Union and Germany, unlike Britain, decided to embrace the euro as its currency. Zettelmeyer argues that from the German perspective, the euro was overvalued. That made German exports more expensive, which put a drag on their economy. Beyond that, the new scenario inspired an exodus of German capital.

ZETTELMEYER: The reason is that investment opportunities in the southern European countries suddenly looked more attractive.

In Spain, for instance.

MARIN: There was an extreme capital flight to Spain and the housing sector in Spain quadrupled. Part of the reason why that happened was because German households, in fact, bought houses in the nice parts of the beach of Spain.

But it wasn’t just German households moving their money. Companies did too. For years, countries like Spain and Portugal had been cheaper for a company to operate in. But they also came with their downsides: unfriendly business policies, the threat of high inflation, the occasional currency crisis. But now, as fellow E.U. nations using the common euro currency, Germans took a second look.

ZETTELMEYER: It was almost like having these countries sign up to this fitness plan and that made them very attractive.

Manufacturing in Germany, therefore, became less attractive.

ZETTELMEYER: And that made unemployment even worse.

So if you add up all these factors, some subtle and some quite blunt, you can see why Germany, by the early 2000s, was not in great economic shape.

SUEDEKUM: You had the impression that the German economy is about to fall off a cliff or something. That’s where this famous expression of “the sick man of Europe” was coined by The Economist.

So how did “the sick man of Europe” turn into the economic stud we see today?

SUEDEKUM: At first glance, this system looks pretty inflexible and rigid.

*      *      *

It’s no secret that the German economy is booming right now.

RT: The country is the economic engine of Europe, with enviable numbers on public and private debt, productivity growth, and employment ….

CGTN: This week Germany also announced a record trade surplus.

PBS: We Germans have 1 percent of the labor force of the world and we have 10 percent of the exports of the world.

But just 15 years ago, things were looking pretty grim. The country was struggling to reunify after the Cold War; adopting the euro had its downsides, including a flight of German capital from Germany; and unemployment was at nearly 12 percent.

SUEDEKUM: The talk shows were full of people arguing that Germany is not competitive. Wages are too high. The labor market is too inflexible. The Social Security system is too generous and we have to do something dramatic about it.

That, again, is the University of Dusseldorf economist Jens Suedekum.

SUEDEKUM: You can think of that period from ‘93 ‘til 2003 as a decade of stagnation. That was the mood that predated the Hartz reforms in 2003.

The Hartz reforms were named after Peter Hartz, a Volkswagen executive who became an adviser to Chancellor Gerhard Schröder. Schröder and his Social Democratic party had been elected to lead Germany in 1998.

SUEDEKUM: There was this impression that if somebody can reform the country, it’s going to be them because they’re Social Democrats. They have the unions on their side. [In] 2003, Schröder announces what he has called, “The Agenda 2010,” and the famous Hartz reforms, they were part of this agenda.

Among other changes, the Hartz reforms lowered government assistance to the poor and unemployed; made it easier for firms to fire employees; and encouraged more part-time, low-wage, non-union jobs. As you can imagine, such reforms did not make Schröder universally beloved.

SUEDEKUM: It had a huge political cost because he lost the left wing part of the Social Democrats. It cost Schröder the chancellorship. He lost the election in 2005 to Angela Merkel. But ultimately, the common narrative is those Hartz reforms created the turnaround.

That, at least, is the common narrative. Some economists think it’s more nuanced than that. That there are more factors to consider. Let’s start with Germany’s unique system of labor relations.

SUEDEKUM: At first glance, this system looks pretty inflexible and rigid.

And unusual in at least one other way. German manufacturing is not dominated by gigantic firms.

MARIN: One of the distinctive features of the German manufacturing sector is you see all these small- and medium-sized firms.

ZETTELMEYER: Germany is fairly unique in having companies with between a few hundred and a thousand employees that do a lot of exporting.

Such firms are often family-owned and typically receive government support; collectively, they’re known as the Mittelstand.

MARIN: The interesting thing is that, normally, when you have small and medium enterprises, they are not international. The major thing about the Mittelstand in Germany is that they are very international. I’m talking here about the export superstars.  

SUEDEKUM: You have all these so-called “Hidden Champions” in Germany. These are medium-sized firms often located somewhere in the countryside. But they are the world market leader for some very specific niche product where they offer the highest quality.

Products like pipe organs. Or battery chargers. Or professional movie-making equipment. Or fish-processing machinery.

SUEDEKUM: The workers of these firms are highly paid. They’re protected. The unions, the work council is important there.

A work or works council, is like a trade union writ small, sometimes representing the workers of just that one firm. And it participates in decision-making with the firm’s executives. It’s part of a system known, in German, as …

MARIN: Mitbestimmung, yes. Co-determination. This is a very important part of the way Germany is doing business.

So the governance of firms — small and large — isn’t determined solely by executives and big shareholders, but with input from the workers themselves. That goes for factory decisions and boardroom decisions. Uwe Reinhardt again:

REINHARDT: In Germany, the unions have representatives on the board of the company. Siemens or Mercedes probably have two or three union bosses sitting on the board.

This setup gives workers more leverage over employment policies — including wages.

SUEDEKUM: The system of industrial relations in Germany is that there is wage negotiations at the industry level. The union, the employer association for each industry, sit together. They bargain a wage and that wage is basically applied everywhere in the country in that industry.

Kind of the way sports leagues work in the U.S., at least to some degree.

SUEDEKUM: That’s the rule. But there are exceptions.

One big exception is known as an opening clause.

SUEDEKUM: That means at the firm level, if the work council agrees, it is possible to deviate from these arrangements under certain well-specified circumstances. That’s important. The employer, the firm, has to prove that this downward deviation is necessary to prevent, for example, bankruptcy or to remain competitive. They have to make sure, “Unless we have this flexible wage setting, we really have a fundamental problem and we may have to fire workers.”

You may be surprised to learn that German workers willingly accept a wage lower than the one their union negotiated. But they’d learned from history. Specifically, from their own history at the end of the Cold War.

MARIN: With the opening up of Eastern Europe, firms would threaten to go Eastern Europe.

SUEDEKUM: [With] this threat of production relocation to Eastern Europe, the firms realize[d] they need to restructure, they need to become competitive.

MARIN: And that threat actually brought a big change in the way wage bargaining was organized.

Specifically, a heavier reliance on opening clauses.

MARIN: The individual firms could adjust more flexibly to the circumstances that the individual firm was facing.

SUEDEKUM:What’s very important [is] that the unions in Germany were co-operative. The unions, in principle, could have just said, “No, we’re not willing to cooperate. We just try to achieve the maximum that we can for our members.” But the unions deserve quite some credit for being flexible and being willing to cooperate

So here’s a question: how well would this co-operative labor model travel? The German auto firm Volkswagen found out a few years back when it opened a factory in Chattanooga, Tennessee. By the way, this was before VW’s emissions scandal — or the accusations of collusion between VW and other German carmakers. Which, by the way, if you’re even a little bit cynical, you might think could help explain a good bit of the German economic miracle, since cheating and winning do often travel in the same direction.

But that’s not the story we’re telling right now. The story we’re telling right now is about when VW came to Chattanooga to make cars …

Calvin SNEED for ABC-WTVC NewsChannel 9: VW’s German ownership has made it clear it wants a German-style works council that involves workers and management at the Chattanooga plant to negotiate employee concerns. Both the United Auto Workers union and the American Council of Employees union have come up with plans to work through their versions of a German-style works council. That type of labor agreement would be historic in this country.

So far, so good — the labor unions were up for copying the German model. But Tennessee’s political leadership, which historically has not been union-friendly, didn’t like this idea one bit.

Chattanooga Times Free Press: Senator Bob Corker says Volkswagen would become a “laughing stock” if it partners with United Auto Workers. Corker called it “incomprehensible” that Volkswagen management invited U.A.W. for discussions. And he’s not the only one upset. Governor Bill Haslam says discussions with U.A.W. have hindered business recruitment in Tennessee.

Governor HASLAM: There’s no question that if the U.A.W. comes in there, it will impact our ability to recruit other businesses to Tennessee.

The plan was ultimately ditched. The Princeton economist Uwe Reinhardt says that, considering the recent history of American auto manufacturing, including its bankruptcies, these politicians’ concerns about American labor unions may not be unfounded.

REINHARDT: The way I put it to the freshmen at Princeton is a business firm is just a little bowl into which Tender Vittles are poured.

Tender Vittles, in case you don’t recall, was a brand of, “semi-moist” cat food that cats allegedly went crazy for.

Tender Vittles Ad: Tender Vittles cat food says fresh to your cat at every meal. “Fresh!” “Fresh!”

REINHARDT: I always used that as a metaphor for businesses. The customers pour in the Tender Vittles and in the U.S., when you had a union, they would fight and spill the whole bowl of Tender Vittles. In the end, no one could eat anymore. I looked at U.A.W. “It’s insane, they’re going to kill their company.” Sure enough, they damn near did. General Motors was almost bankrupt. In Germany, the unions have representatives on the board of the company. Yes, they say, “The first thing” — that this bowl of Tender Vittles — “we have to make sure that the bowl is there. We can fight all we want, but don’t spill the bowl.” You don’t destroy your company. That was not the attitude of Anglo-Saxon unions, either in England or the U.S.

Some economists — Dalia Marin, for instance — think that a work council can bring together unions and firms anywhere.

MARIN: Yeah, I think it’s an institutional arrangement that can be in principle replicated in other countries.

Or: maybe Germany is simply different. Jens Suedekum again:

SUEDEKUM: Culturally, there is a sense [that] you have to be flexible when circumstances change, when new challenges arise. This is deeply embedded in the German approach of doing things.

Even Marin doesn’t disagree with this.

MARIN: It’s true. It’s part of the culture. You try to come to a common goal. This has a high value. Germany is a stakeholder economy in that sense. Yeah? It’s not a shareholder economy, it’s a stakeholder economy.

This culture, Marin says, also manifests itself in management style. Her research has shown that German C.E.O.’s are more willing to grant decision-making power to lower management. And that, she argues, improves quality. Because those are the managers who have the best sense of what customers want. This requires C.E.O.’s to have quite a bit of faith in their managers.

MARIN: That is part of a cultural thing: people trust each other.

An earlier episode of Freakonomics Radio, called “Trust Me,” explored an important but often-overlooked element of successful societies. It’s called social trust.

David HALPERN from a previous Freakonomics Radio episode: It’s like the dark matter of the economy and society. It matters very greatly and yet we don’t seem to focus on it very much.

And on the standard measures of social trust …

MARIN: You see that Germany comes out very high.

Not quite as high as the Scandinavian countries. But well ahead of the U.S., France, Italy, Spain, and England. And in Germany, trust has been increasing lately — unlike most of those other countries. Whatever the causes, the fact is that German firms enjoy a relatively harmonious relationship with their workers. Which can come in handy when you’re facing a big external threat. Like China …

SUEDEKUM: That arrangement made Germany ready for globalization and made it competitive when globalization really kicked off at the turn of the millennium.

That, Jens Suedekum points out, is when China joined the World Trade Organization.

SUEDEKUM: That’s the time when trade between Germany and China went through the roof. Now, as of 2017, China is the biggest trading partner of Germany.

It’s not that Germany didn’t experience any of the labor contraction that hit the U.S. and other countries.

SUEDEKUM: It’s that we had more offsetting positive effects in other communities and in other industries.

Offsetting positive effects driven by a seemingly insatiable Chinese appetite for German-made goods.

SUEDEKUM: Luck is one part of the story. We just happen to produce the type of stuff that China wanted and China needed.

Stuff like specialized machinery made by all those Mittelstand companies. And stuff like high-end cars: BMWs, Audis, Mercedes-Benzes.

SUEDEKUM: German engineering is legendary and German machinery is legendary. That’s one part of the story.

But the other important part of the story is that German manufacturers already had practice staring down the threats of globalization. They were lean and mean and they’d built a collaborative culture and institutions that prized flexibility. Here’s Zettelmeyer again:

ZETTELMEYER: It is true that the success of Germany in export markets is a national prerogative, that so many jobs depend on them. As a result, you tend to have unions both at the company level and sector unions that are happy to prioritize competitiveness over wage increases.

To be fair, Germany has seen a decline in manufacturing as a share of G.D.P.

SUEDEKUM: But our work showed the globalization and trade actually contributed nothing to this manufacturing decline. The manufacturing decline is driven by other channels: technology, robots, automation. But it’s not trade. It’s not globalization.

Suedekum’s research, in fact, shows that globalization helped Germany retain manufacturing jobs.

SUEDEKUM: If you do a net calculation, we have a plus of maybe half a million jobs.

Compare that to the loss of over a million manufacturing jobs in the U.S. — just from trade with China. But as Suedekum points out, workers everywhere are now facing competition from robots and computers. And yet, even in this realm, German labor has so far been resilient. In a new paper,  Suedekum and his colleagues find that, “robots have not been major job killers in Germany so far, somewhat in contrast to the buzz in some of the contemporary public debate.”

Granted, this has been achieved in part by wage cuts. But once again, the German system of industrial relations has proven adaptive. It has also been proven durable. There are a lot of long-standing labor practices in Germany that seem to produce systemic benefits. For instance: its famous system of apprenticeship, which is funded by both the government and the private sector.

SUEDEKUM: The system of apprenticeship is one of the biggest advantages that Germany has, especially for manufacturing.

ZETTELMEYER: The apprenticeship system ensures a flow of relatively talented young people into industry that might not even consider industry in other countries.

SUEDEKUM: We’re talking about kids who don’t go to college. In many other countries, they would just pick up a job somewhere and start working and receive on-the-job training for one firm, right? In Germany, you go through this system of vocational training. Half of the week you work for one employer and the other half of the week you go to school and receive some general training. The biggest advantage of that is that the workers acquire something that we economists call not just firm-specific, but industry-specific or occupation-specific human capital.

That helps you to adapt when your employer goes broke and you just need to find a new job. Then, you fare much better.

It’s this kind of institution that may explain why Germany weathered the 2008 financial crisis, and subsequent euro crisis, relatively well. It saw only a small rise in unemployment. The German system of co-determination also helped. Here’s Dalia Marin again:

MARIN: There was a big bargain between the government, the entrepreneurs, and the unions that the firms will keep the workers, in particular, the skilled workers, and will get a subsidy for keeping them from the government.

And the financial crisis actually strengthened Germany’s position in the E.U., at least on one dimension: currency. You’ll remember that Germany was initially punished for embracing the euro, in that its exports got relatively expensive. But now it stood to benefit.

Jeromin Zettelmeyer:

ZETTELMEYER: In some sense, German competitiveness is the flipside of lack of competitiveness in other countries that are part of the same currency union. Imagine what would happen if we exited the euro. The currency would appreciate, the new Deutsche Mark would be much stronger. What that means is that, in dollar terms, German industrial wages would be way higher. The euro is keeping the German currency undervalued, so to speak, because — even though there is no interference through intervention, no currency manipulation whatsoever — we are in the same currency as countries for whom the euro is rather strong, like some of the Mediterranean countries. That lack of competitiveness in the south is holding back the value of the euro as a whole and that increases the surplus.

“The surplus” meaning the trade surplus. That makes up a big part of what economists call a nation’s “current account.”

ZETTELMEYER: Many people to a first approximation think of it as the trade balance, which is basically the value of goods that you export minus the value of goods that you import. But that’s a little too narrow. Investment income is also in there, which is quite big in Germany. It’s not all about the trade balance.

What is the state, then, of Germany’s current account?

ZETTELMEYER: The German current account is the biggest in the world in absolute terms.

In 2016, it hit a record high of nearly $300 billion  — more than China’s, which has more people and a bigger economy. As a former government official, Zettelmeyer confirms that Germany’s record surplus is a major source of pride.

ZETTELMEYER: It was certainly the prevailing view that we have a big surplus because everyone loves all our products, including ourselves. Everyone wants German stuff. This is why we export a lot. And we want German stuff too, which is why we tend not to import so much. We just buy our own things.

This means that other countries may see a big trade deficit with Germany. Which doesn’t necessarily make them happy.

NEWSY: President Donald Trump is criticizing Germany again.

NBC: This morning, German magazine Der Speigel reporting the President sharply criticized Germany in a meeting with European Union officials, lashing out, saying “The Germans are bad. Very bad. Look at the millions of cars they are selling in the U.S., terrible,” according to participants there.

But it’s not just Trump. Other E.U. nations have argued the same thing, as has The Economist. Germany, they say, is making tons of money selling its goods around the world, but it doesn’t use that money to buy other countries’ goods. It’s a criticism that Zettelmeyer doesn’t completely dismiss.

ZETTELMEYER: Even if it’s true that people just love our products, we are so great, BMWs are fantastic — we are awash in cash. Normally a country should, then, be spending this cash. If we don’t like, whatever, U.S. cars, maybe we don’t spend it on U.S. cars. But surely there are very nice holidays in the U.S. Surely there are services that we can buy from abroad. There is a general puzzle as to why a country would not actually spend these export proceeds.

There’s another way Germany could shrink that surplus. Firms could give their workers a big raise.

ZETTELMEYER: Here is the slightly weird thing about Germany: we have a labor market set up that was critically shaped by a period when Germany was not very competitive. Somehow this continues to function as if the biggest problem in Germany is to maintain its competitiveness — when that’s actually not true. We are very competitive. We could let wages go up. But there is a very large degree of caution among the unions and the employers that prevents this from happening.

That caution hasn’t stopped the German government from acting.

ZETTELMEYER: Even though it wasn’t billed as,“Let’s try to reduce the current account surplus. Let’s try to reduce Germans’ hyper-competitiveness,” we have done a lot in this government to raise wage levels.

But this is not happening primarily in the high-wage manufacturing sector.

SUEDEKUM: One impression of German labor market is all these well-paid, highly-protected jobs in the manufacturing industry. But on the other end of the spectrum, you have a huge, huge low-wage sector in Germany. Actually, one of the largest low-wage sectors in Europe. The Hartz reforms expanded this low-wage sector, which is completely uncovered by union agreements and, until recently, wasn’t even subject to a minimum wage. We had people working for as little as three euro 50, so basically maybe less than five dollars an hour.

ZETTELMEYER: The current government has actually done quite a lot to raise wage levels. We have introduced a statutory minimum wage in several stages in 2015 and then this year. It’s now fully there. It is also reasonably high. It is higher than in terms of how it affects the wage distribution than in the United States, for example. We also have done a bunch of legislation that essentially strengthens unions. Part of the problem is that the services sectors don’t lend themselves to unions much, or at least, historically, unions have been weaker there.

SUEDEKUM: And, yeah, you have many immigrants working in the sector. Especially in East Germany, that sector is very active. All these nice arrangements that you hear about when you hear about German manufacturing sectors, just don’t apply to that sector of the economy.

ZETTELMEYER: There has been some legislation to strengthen unions, particularly big unions, majority unions. But the next big step would involve changing the labor market constitution fundamentally, taking away the so-called autonomy of wages setting from employers and unions. That, we are certainly not going to do. That’s a good institution. If you’re really serious about wage increases in Germany at this point, the only way you can do it is through public-sector wages. The public sector is quite large and the government can raise public-sector wages. Why not?

While Zettelmeyer supports the idea of potentially spending down Germany’s account surplus, he notes there may be one good reason to proceed cautiously. The economist Daniel Sturm expressed the very same caution:

STURM: Germany’s birth rate is about 1.5 children per woman. These are birth rates that are below the European average and mean that population in Germany is going to shrink for the foreseeable future and it’s going to do so at a fairly dramatic pace.

That means fewer young people to work, and more old people to collect benefits. One potential solution, of course, is more immigration. Chancellor Merkel’s recent decision to accept roughly a million refugees from Syria, Iraq, and elsewhere was a controversial one. Again, witness the strong showing by the anti-immigrant Alternative for Germany party during the recent elections.

STURM: Unless you wanted to accept a million people a year  — which would, politically, be completely unacceptable  — even in Germany, you cannot compensate for such a shortfall of birth rates through in-migration.

All that said, when one of your country’s biggest economic problems is whether its surplus is too large, or whether it’s too competitive on the world stage — well, a lot of countries would love to have your problems. So, we couldn’t help but ask this crew of German economists we’ve been speaking with today what lessons, if any, the U.S. should take from the German success. First, the spatial economist Daniel Sturm:

STURM: One of the most important lessons is that training workers and, particularly, training workers at the lower end of the skill distribution is key to increasing productivity and to increasing social cohesion, a feeling of belonging and contributing. It’s not just the top 20 percent that are highly successful, but that success spread throughout the workforce and that there is training for different types of people, for different types of occupations. All of those are really valued and are important contributions to the economy.

Next, Jens Suedekum from the University of Dusseldorf:

SUEDEKUM: We also had these losers of globalization here in Germany, people who had problems because of trade. But [the] big difference is, in Germany, these people receive more support from the government. There’s a safety net. There is trade-adjustment assistance. There’s active labor market policy trying to bring these people back to other jobs elsewhere and subsidies, trying to keep the communities alive. We do a relatively better job in cushioning the losers. I’m not saying we’re perfect in that, but I think we’re doing a better job than the United States.

Jeromin Zettelmeyer, the former government official, thinks it would be hard to simply transfer Germany’s labor-relations infrastructure to a country like the U.S.

ZETTELMEYER: For example, unions play a big role in the German model. In the U.S., unions are just not that strong. We can always say, “One of the lessons is you should A) increase the role of unions and B) make them very reasonable and very co-operative like the German ones.” But we wouldn’t even get through stage A of this.

Zettelmeyer points out that the German model has plenty of its own problems. For instance: an emphasis on tradition, perhaps at the expense of innovation.

ZETTELMEYER: The German industry is very much geared towards helping incumbents do well. The unions are supportive. The state is there to lend you a hand. We have a very generous supply of credit from specialized banking segments that specifically lend it to Mittlestand companies. We have lots of barriers to labor mobility in Germany, so there are very high hiring and firing costs. The typical churning that you get in an economy is lower and that’s arguably a good thing in the sense that we have good companies that make good products and have good jobs that are preserved. But it also has a bad side and that bad side is simply not visible, which is we are preventing the growth of impressive companies in new sectors. It’s not a very dynamic economy.

MARIN: Yeah, it’s true.

That’s Dalia Marin, from the University of Munich.

MARIN: You don’t have these big high-tech firms like Google, Facebook, Amazon, and so on. Germany doesn’t have that. There are some, but very few.

Even Germany’s world-beating auto sector is vulnerable, she says.

MARIN: One problem today is how is the car industry going to do in the future when you have these autonomous cars? The car has become more computer and software than hardware. But the advantage of German carmakers was the hardware and not the software. Will Germany survive this threat? Because that’s not where the comparative advantage in Germany is.

The U.S., meanwhile, has had its own comparative advantage. And Jeromin Zettelmeyer argues this has had the unfortunate side effect of wounding its manufacturing sector.

ZETTELMEYER: A very important reason why traditional manufacturing has declined in the U.S. which is completely under-emphasized, particularly by the Trump administration is domestic competition; extremely dynamic growth in new sectors in the United States, particularly, of course, the computer industry and the software industry, the platforms, the I.T. giants. This growth sucks away labor and makes it harder for traditional companies to compete.

This has nothing to do with globalization. This has something to do with technical change, but it has a lot to do just with the general dynamism of the U.S. economy. One of the reasons why the manufacturing share is high in Germany is because the German industry lacks this dynamism. The U.S. has traditionally been a much more dynamic economy. The U.S. has a very good model and what the U.S. should focus on is to maintain and improve its model, not about copying the German one.

Coming up next time on Freakonomics Radio: there’s one autoimmune disease that’s different from the rest:

Alessio FASANO: The culprit, the enemy, that turn[s] on the immune system to attack your own body, is known. It’s gluten.

The disease, as you likely know, is celiac disease. The story of how it was discovered; how it was, until recently, vastly underdiagnosed; and how it’s led to a mass gluten-free movement that often has nothing to do with celiac disease.

Alan LEVINOVITZ: There was a perfect storm of celebrity endorsements, other fad diets, and a foundation of anti-carbohydrate bias that set the stage for gluten-free to take off.

“Gluten, Gluten Everywhere” — that’s next time, on Freakonomics Radio.

Freakonomics Radio is produced by WNYC Studios and Dubner Productions. This episode was produced by Greg Rosalsky. Our staff also includes Alison Hockenberry, Merritt Jacob, Stephanie Tam, Eliza Lambert, Emma Morgenstern, Harry Huggins, and Brian Gutierrez; the music you hear throughout the episode was composed by Luis Guerra. You can subscribe to Freakonomics Radio on Apple Podcasts, Stitcher, or wherever you get your podcasts. You can also find us on Twitter, Facebook, or via email at radio@freakonomics.com.

Here’s where you can learn more about the people and ideas in this episode:

SOURCES

  • David Autor, professor of economics at the Massachusetts Institute of Technology.
  • Dalia Marin, professor of economics at the University of Munich.
  • Uwe Reinhardt, professor of economics at Princeton University.
  • Daniel Sturm, professor of economics at the London School of Economics.
  • Jens Suedekum, professor of economics at Heinrich-Heine University.
  • Jeromin Zettelmeyer, senior fellow at the Peterson Institute for International Economics.

RESOURCES

EXTRA

The post What Are the Secrets of the German Economy — and Should We Steal Them? appeared first on Freakonomics.

12 Oct 15:02

2017 SaaS Benchmarks: The Pivotal Step from Benchmarks to Action

by Liz Cain

Last week we released our 2017 Expansion SaaS Benchmarks report. We surveyed 300+ enterprise software companies covering topics like growth rate, sales efficiency, CAC, diversity hiring initiatives, and many more. Ultimately, we identified seven lessons for scaling startups in 2017 (and beyond):

  1. Growth at all costs only works for so long
  2. Figure out where you’re wasting your sales & marketing dollars
  3. Fix your ‘leaky bucket’ before pouring in more cash
  4. You’re probably burning cash without realizing it so figure out your true CAC
  5. Maximize your existing customers before hunting for new logos
  6. Profitability is your lifeline against future funding uncertainty
  7. Commit to creating a culture that’s attractive to diverse candidates

We realize these findings are only half the battle – now that you understand these lessons, what can you do to proactively address these issues in your business? We’ve pulled together a few actionable pieces of advice to help you mitigate these common barriers:

1. Growth at all costs only works for so long

While top performing companies will see an accelerating growth rate in the early stages of their business, the results are clear and consistent – growth rate will eventually slow as a company grows. It is important to have an intentional plan on how to balance growth and profitability throughout your company’s maturity in order to achieve your long term vision. That plan can’t just live at the executive level. It should be communicated throughout the organization to empower employees at all levels to make decisions that support your goals.

As you plan for 2018 and beyond, do not assume that doing the same things you did last year will lead to the same rate of growth. In all likelihood, it will not. New competitors will emerge, others will start to catch up to what you are doing. Rather, you should be able to align that increased growth with specific, intentional initiatives and a roadmap for when those initiatives will have a material effect on the top line. Such initiatives may be a new segment of the market that you want to target, a new sales channel, a new product release or accelerated sales hiring.

Keep in mind that growth from these initiatives will not come overnight. If you decide today that you want another enterprise sales rep, for instance, expect it to take 9 to 12 months before that person is fully delivering on revenue expectations. That accounts for 3 months to bring a qualified candidate in seat, another 3 months to ramp them on your business and then and additional 3 to 6 months after that for their first sales cycle to fully play out.

2. Figure out where you’re wasting your sales & marketing dollars

First, define your metrics: How are you measuring the effectiveness of your sales organization, and more importantly your individual reps? The key is to understand what leading indicators are good predictors of future success in your business. Here are a few things we like to look:

  • Time to first deal
  • Time to quota
  • Win rate
  • Average quota attainment QoQ/YoY

We recommend looking at this data on an individual, team and cohort basis. You want to see incremental improvements with each new group of hires.

Second, use these metrics to optimize your current team before layering in more sales reps. Most companies we work with would benefit from a greater investment in sales onboarding and enablement. Can’t afford to dedicate a head to enablement today? Try some of these quick tips to improve performance:

  • Create subject matter experts: For example, assign each member of your team a competitor to go deep on – crowdsource the intel across your organization and centralize into battlecards to get new reps up to speed on your market faster.
  • Document everything: When you are growing quickly, things are constantly changing. What seems like a “duh” question to you, will not be for your new hires. Create a knowledgebase/FAQs and keep it up to date – this should be a living, breathing, and growing database of information. We’ve seen this work well in tools like Confluence, google docs, or even a wordpress site.
  • Give feedback: Leverage your management team, or even peer sales reps, to improve performance. Open up 1 to 2 demos a week to the entire team, check your egos at the door and give thoughtful, critical feedback to help each other improve.

Finally, review your entire funnel across marketing and sales to look for the largest drop off points. Some quick wins can usually be found here:

  • MQL to SAL: How much are you spending to acquire a new inbound lead? When someone requests a demo on your website, how long does it take for a team member to call that lead back? You can make meaningful improvements to the value of your inbound leads both by minimizing the time it takes to get back to them and by increasing the number of follow up touches – don’t give up! Take a look at how a tool like Drift could increase the number of leads you capture on your website and automate the process of qualifying and booking meetings.
  • SAL to SQL: How confident are you that the same process is being executed by each BDR/rep in booking and confirming a demo? What about in follow up and establishing next steps? Agree to a plan across the entire team that includes a calendar invite, email recapping “What I heard”, confirmation email the day before, and clear/actionable next steps at every stage of the process.
  • Retargeting: If you are like most startups, you have built up a pretty decent database of leads, but you are spending time and money to find more and neglecting to revisit the ones you already have. Not all leads are created equal – we would encourage you to do some basic segmentation and lead scoring work to lay the groundwork for a retargeting strategy. This SlideShare shows you how.

3. Fix your ‘leaky bucket’ before pouring in more cash

You should carefully monitor your sales efficiency and look for ways to improve or maintain it year-over-year. Look out for the ‘leaky bucket’ problem, where you spend significant sums to acquire new customers, but then they churn shortly thereafter (churn bait). Here are three things you can do today to stem this issue:

  • Define your Ideal Customer Profile: Make sure that you are going after the right customers. We suggest learning from your current customer base and lost prospects – what segments of customers have the highest win rates, lowest cost of acquisition and highest LTV?
  • Nail Onboarding: Figure out what makes a customer successful and what makes your product sticky. This is different for each company, but the two things we see that are consistent across organizations include having a champion and speed to value. You may need to make changes to your product, invest in a solution like Intercom or WalkMe, build out a self-serve knowledge base/training, or even dedicate time from a services resource to really make that initial onboarding process exceptional.
  • Actually invest in the success of your customers. Customer Success is still a relatively new role and often too many important activities are combined into one position. From that initial customer onboarding through to renewal, make sure you have someone responsible for the customer relationship and not just upselling.

4. You’re probably burning cash without realizing it. It’s imperative that you figure out your true CAC.

If you aren’t factoring in gross margins and fully loaded acquisition costs when calculating CAC Payback, you’re likely misrepresenting this important metric.

A Formula for Calculating CAC

CAC Payback Period (Months) = Total Sales & Marketing Costs of Prior Quarter / (New CMRR Added in Prior Quarter* x Gross Margin %)

*If the sales cycle is relatively short. If there’s a longer sales cycle, you may need to offset the periods.

Common mistakes we see in calculating CAC Payback include:

  • Underestimating your true costs of acquisition. This should include all relevant costs, such as paid marketing spend, headcount, overhead, sales compensation, support during the trial, onboarding costs, etc
  • Overinflating your recurring revenue. You need to strip out any one-time revenue, such as onboarding or services.
  • Leaving out gross margins and the ongoing costs of serving a customer, such as hosting, customer success and support.

If you want to know more about this, check out Brian Balfour’s thorough overview of calculating CAC including a deep dive on different models and common mistakes here.

5. Maximize your existing customers before hunting for new logos

You need to make sure your product, pricing and sales incentives accommodate up-sell paths to allow for ongoing customer expansion. Let’s break this down:

Product: Certain products naturally lend themselves better to expansion, but there are always opportunities to segment features, functionality and modules to allow for upsell paths. Two common examples:

  • At the top of the funnel, we’re seeing a shift away from freemium and an increase in time-bound trials and gated feature sets. Consider offering a pared-down version of your product at low or no cost to give users a way to interact.
  • As you close deals, think about the “land and expand” model. Are there certain features/functionality that are most compelling and can get you a toehold in an account? Many startups start with one offering and break their product into a more modular offering over time.

Pricing and packaging are tightly intertwined with product. Time and time again we find that pricing is an afterthought in a business and no one really “owns it”. Our number one recommendation to remedy this is to spend time on how you will monetize your product at the earliest stages of development. A top notch product marketer should lead the effort, develop hypotheses, get in front of customers and test the limits. We’re passionate about pricing and even wrote a book on mastering SaaS pricing.

Sales comp plans: There is no one size fits all comp plan and you can’t be afraid to reevaluate and change yours. Salespeople will figure out how to optimize their plans, but you are in control of incentivizing the behavior you need. If you pay more for new logos, you will naturally see less time dedicated to expansion. Many companies address this issue by dividing sales into new business and account management as they reach scale, but creative comp plans can be just as effective.

6. Profitability is your lifeline against future funding uncertainty

There are two levers at your disposal to build a fundable SaaS company – profitability and growth. Growth is the main focus for early stage companies, but a forward looking path to profitability is an insurance policy against future funding uncertainty.

We are not advocating that you aim to slow down growth, but that you evaluate growth in the context of profitability. Too often we see companies miss a growth target and revise down their sales plan without making corresponding changes to cash burn. Be true to the metrics you set for your business and investigate what’s not working.

At some point extra growth is not worth it if you – 10% margins may be worth more than 10% more growth depending on your growth baseline. You need to know your own business really well in order to make the right choices. In each case, make sure you understand the marginal impact on growth of the next dollar you spend – CAC to LTV – and that you have maximized sales efficiency.

7. Commit to creating a culture that’s attractive to diverse candidates

Data shows that more diverse teams are more successful, period. But since its inception, the tech ecosystem has been plagued by bias. At OpenView, we’ve made a concerted effort to partner with organizations working to bridge the diversity and gender gap in tech. And it’s clear from the data in our study that more needs to be done.

If you’re ready to commit to making a change in your own hiring practices, start with our diversity hiring guide and gain an understanding of how to better attract diverse candidates here.

Looking for the full results of our 2017 Benchmarks Report? Access the data here.

2017 SaaS Benchmarks

The post 2017 SaaS Benchmarks: The Pivotal Step from Benchmarks to Action appeared first on OpenView Labs.

12 Oct 15:02

The One Area Where It Really Pays to Be Different

by Anthony Iannarino

It is important to be different in a way that makes a difference. There are all kinds of differentiation strategies. You can differentiate by having the lowest price as a way to attract customers who only perceive price as value. You can differentiate by having a better product, with features and benefits that are far beyond your competition, differentiating on what makes you unique. There are strategies for explaining why what you sell is different and how your clients benefit from those differences, and they can help you win business.

As beneficial as those differences are, there is one area where it is even more important to be different, and that area is salesmanship.

There is a reason why salespeople who have higher prices and who do not have the very best product or service win business. Most of the time, that reason is that they are better at selling than the salespeople and sales organizations against whom they compete for business.

If you want to tilt the playing field in your direction, the most important differentiation is within your control. You can:

  • Improve your willingness and your ability to create new opportunities by spending more time refining your approach to prospecting. The commitment for time is now one of the most difficult commitments to gain, and those who outperform here generally outperform when it comes to their overall results. No deal is closed that is not first opened, and creating opportunities is part of salesmanship. This is a critical differentiation strategy.
  • Your business acumen and your situational knowledge is now a defining differentiator when it comes to salesmanship. It is the “advice” half of the two-part recipe that makes one a “trusted advisor,” with “trust” being the other half. If you want to be different, investing here provides exceptional returns. It isn’t all that difficult to develop in this area. You need only to read, study, and interview people who know more than you, take account of what you know, and develop a few themes. It’s easy to create a gap here if you are willing to work while your peer group plays.
  • Knowing how to sell is a differentiator, and it produces an enormous difference in your results. If you want clients to see and acknowledge a difference, you need to be able to help them identify the reasons they should change, understand how they should change, what trade-offs they may need to consider, and know what commitments they need to make to further the process of change to pull yourself out of the pack.

There is a reason that some salespeople do tremendously well while selling commodities and other salespeople struggle even when they have an offering that is clearly differentiated and superior to the alternatives. As much as you may want to believe that the product, service, or solution is what needs to be different, the real differentiator is salesmanship.

The post The One Area Where It Really Pays to Be Different appeared first on The Sales Blog.

12 Oct 15:02

Digital Analytics + Marketing Career Advice: Your Now, Next, Long Plan

by Avinash Kaushik

The rapid pace of innovation and the constantly exploding collection of possibilities is a major contributor to the fun we all have in digital jobs. There is never a boring moment, there is never time when you can’t do something faster or smarter.

The tiny downside of this is that our parents likely never had to invest as much in constant education, experimentation and self-driven investment in core skills. They never had to worry that they have to be in a persistent forward motion… sometimes just to stay current.

This reality powers my impostor syndrome, and (yet?) it is the reason that I love working in every dimension of digital. We are at an inflection point in humanity’s evolution where in small and big ways, we can actually change the world.

With that context, this post is all about career management in the digital space. Like this blog, it will be particularly relevant for those who are in digital analytics and digital marketing. I would offer that the higher-order-bits in each of the three sections will provide valuable food-for-thought for anyone in a digital role.

The post has three clusters of advice. The first two are from editions of my newsletter, The Marketing – Analytics Intersect (it goes out weekly, and is now my primary publishing channel, sign up!). The third section was sparked by a question a friend who works at a digital agency asked: Will I lose my job to automation soon? (The answer was, yes.)

The Now section provides advice on how investing in growing your Analytical Thinking will contribute to greater success in the role you are in. The Next section provides advice on what you should be doing to invest in yourself to get ready for the depth and breadth change Artificial Intelligence is going to bestow upon us (regardless of your business role). The Long section shares a thought experiment I want you to undertake to figure out your career three years from now.

One more change reflective of the times we live in… Your employer used to be responsible for your career, this is for the most part no longer true. Your employer would send you to trainings to help push your career forward, this is for the most part no longer true. Your employer/manager would help you figure out the skills you can develop, this is for the most part no longer true. It is now all on you. Hence… Take control.

Ready?

The Now Career Plan: Analytics Experience vs. Analytical Thinking

Check the requirements listed in any digital analytics job and you'll notice a long laundry list looking for analytics experience.

Years of having used tool x. Years and years of practice with R or "Big Data." Years of proficiency in analyzing m campaigns for n channels resulting in production of z reports.

When you go to the interview, the hiring company will proceed to ask questions that test your competency in the listed job requirements.

This is normal.

Reflecting on my experience, it is not sufficient.

Test for analytics experience AND explore the level of analytical thinking the job candidate possesses.

Analytical thinking is 6,451 times more crucial in the long-term success of the candidate and the value they'll add to your company.

Analytical Thinking: Skills, Interviewing, Value.

Analytical thinking is a collection of skills.

It is creative problem solving. It is working systematically and logically when dealing with complex tasks. It is exploring alternatives from multiple angles to find a solution. It is a brilliant evaluation of pros and cons, and achieving the balance that is right for that specific moment. It is always knowing that the answer to what's two plus two is always in what context? It is being able to recognize patterns. It is knowing that every worthy life decision is a multivariate regression equation (hence the quest to identify all the variables in that equation and their weights). It is the possession of critical thinking abilities. And, most of all it is being able to seek and see the higher order bits.

Beautiful, right?

If I have the immense privilege of interviewing you, expect us to spend a lot of time on the elements mentioned above.

One sample strategy: Expect that I'll ask open-ended questions (If a company has 90% Reach on TV, why the heck do they need digital?). Then, regardless of what you say I'll politely but forcefully push back, to explore the depth and breadth of analytical thinking you bring to the table.

If you hire strong analytical thinkers, of any background, you are hiring people who will be adaptable, who'll grow and flex with your organization and needs. They'll have the mental agility to think smart and move fast. They'll ask child-like simple questions that'll lay bare your complex strategic challenges. Hire them. And, if they don't know tool x… You can teach them which buttons to press.

Caring and Feeding Your Analytical Thinking.

If you are an analytical thinker, there are many ways in which you can keep feeding and stretching the synapses in your brain. There is always more you can learn.

In a business context, request an hour to talk to people three levels above you in the organization. Ask them what they worry about, ask them what they are solving for, ask them how they measure success, ask them what are two things on the horizon that they are excited about. So on and so forth. You'll see things very differently, and you'll think very differently when you go back to work.

I'd mentioned being able to look at every situation from multiple angles. (Think of the famous bullet time scene in the Matrix.) Hence, a personal strategy of mine is to look well outside my area of expertise to help me improve my analytical thinking capabilities.

I'm love reading decisions of the US Supreme Court. SCOTUSblog FTW!

The Supreme Court deals with situations that are insanely complex – even when they appear to be stunningly simple on the surface. There are so many lessons to be learned.

My favorites are the ones I massively disagree with. Citizens United is one such example. I could not possibly disagree with it more. Yet reading through the deep details helped me see the multiple facets being explored, the reasoning used by the other side. I learned a lot.

I go in open-minded, and at times have my mind changed. A good example of this Justice Scalia's opinion in Gonzales v. Raich and the use of the Commerce Clause. And, he was not a man with whom I have overlapping views on anything. I appreciate him stretching my mind in this case.

Optimal Starting SCOTUS Starting Points.

If you would like to pursue my personal strategy, here are a collection of cases to use as starting points.

Some cases are very dear to me, I truly love them, there is a lot to learn from them as you explore the back and forth of the debate, the majority opinion and the dissenting one (or ones).

Loving v. Virginia is close to my heart, it is the reason I can legally marry my wife. It was just 50 years go!

Obergefell v. Hodges brought immense to our family as we celebrated the right of all Americans to marry. Justice Kennedy's opinion is a thing of beauty. And, it is also useful to read Justices Scalia and Thomas' strong and powerful dissents.

Texas v. Johnson said that prohibition on desecration of the American flag was a violation of the right to free speech. Of the many wonderful things about America, the First Amendment is at the top and distinctly unique. The court looked beyond the jingoistic distractions the flag always attracts, and protected what's critical.

As I'd mentioned above, there is much to learn from cases that are heartbreaking

Dred Scott v. Sandford held that African Americans, free or slaves, could not be considered American citizens and undid the Missouri Compromise. It contained the infamous quote "[black men] had no rights which the white man was bound to respect."

Buck v. Bell is perhaps the one that is a deep, deep source of pain for me, it a decision that still stands. The court upheld forced sterilizations for those with "intellectual disabilities" and contained the despicable phrase "three generations of imbeciles are enough."

Korematsu v. United States, legalized the shameful internment of American citizens with any Japanese ancestry. It is still on the books, and places extraordinary power in the President of the US to do what they want to people who might not look like "Americans." People like me.

Each case, regardless of if I agree with the opinion or disagree, helps push my thinking. It makes me a better analyst, a better employee, a better start-up founder.

I've added a differentiated collection of links above to take you to sources, I hope they'll help feed your analytical thinking.

For the Busy Human On The Go, An Alternative.

Given everything above, I absolutely LOVE the More Perfect podcast.

Jad Abumrad and his team are magnificent storytellers. For each episode, they take one case and explore it from multiple directions. They are entertaining, engaging and deeply informative.

Season one covered seven scintillating cases. I found the episodes that shared how SCOTUS was formed and got its power amazing.

Season two kicked of with… Korematsu! I thought I knew all angles of this case. Yet, towards the end you'll hear two loud silences in a conversation with Judge Richard Posner. Make sure you hear what he says. I have profound respect for Judge Posner, he is brilliant. And, in those two moments, he both made me deeply uncomfortable and appreciate complexity.

More Perfect on iTunes, Stitcher, Google Play.

Bringing It All Back To Analytics.

The latest episode (as of Oct 11th) is "Who's Gerry and Why Is He So Bad At Drawing Maps."

The problem is simple. In Wisconsin Republicans in power massively gerrymandered voting districts (something the Democrats also do when in power). Unlike the past where little sophistication was applied, this time sophisticated algorithms and computers were brought into play. Resulting in more effective gerrymandering.

End result: Democrats won 53% of the votes but only 39% of the seats.

You might think: OMG! CRAZY BEANS! What happened to one person one vote!

Well, the case was heard by the Supreme Court last week. And, everything's quite complicated (analytical thinking!). Listen to the episode for that.

What's even more material for us is that Justice Kennedy wants to know how can he figure out that a district has been "too" gerrymandered. There is no real standard, nothing the Justices can use.

Math to the rescue!

Nicholas Stephanopoulos and Eric McGhee created an Efficiency Gap formula to assess how bad the gerrymandering was. (More here, PDF.)

I won't spoil it for you, let Professor Moon Duchin explain it to in the podcast. It is a thing of beauty.

You'll learn how to create smarter formulas in your job, how to solve complicated and ambiguous challenges with simple assumptions, and how to not to grow too close to your formulas – rather evolve them over time to be smarter.

In 23 mins, it will make you a better Analyst.

If you follow the overall guidance in this section, you’ll continue to invest and grow the one skill you’ll need in every digital career: Sophisticated analytical thinking.

The Next Career Plan: Prepping For An AI-First World

Even with all the hype related to all things Artificial Intelligence, I feel people are not taking the topic seriously enough. That the big, broad implications for the very near future are not causing us to sit up, take notice, and change our strategies (personal and professional).

Or, maybe I'm just too deep into this stuff. :)

I had two big ah-ha moments that have changed my view if humans can be competitive in any field compared to what technology will spring forth. I call the two elementsl Collective Continuous Learning and Complete Day One Knowledge, they are harbingers of exciting possibilities for what we can do with AI (and it to us).

For more detail on that, and if humans are doomed (yes, no, yes totally) please read: The Artificial Intelligence Opportunity: A Camel to Cars Moment

The topic of AI is vast, and I’m not even including all the layers and flavors. The more I learn, the more I realize how little I know. My heartfelt recommendation is that every professional should be curious about AI and try to stay abreast with as many new dimensions as they can. After the first few months, you’ll find your own sweetspot that’ll catch your fancy.

Here are the collection of books, videos, people and learning opportunities from my sweetspot…

Books.

I want to recommend three books. None focusses on digital marketing or analytics. Each tackles humans and the possibilities for humans. Hence they’ve had a profound impact on my thinking about humanity’s future (and via that route, my career plans).

1. Homo Deus: A Brief History of Tomorrow by Yuval Noah Harari.

The span of Mr. Harari's thinking is truly grand, and he's a great storyteller. I am less pessimistic than Mr. Harari about the 300 year outcome (as you'll read in my post above on AI), but he's influenced my thinking deeply.

2. Superintelligence: Paths, Dangers, Strategies by Nick Bostrom.

AI will birth numerous incredible solutions for humanity, but the most magical bits will come from Artificial General Intelligence. Some people think of it as Superintelligence. Mr. Bostrom does a fantastic job of exploring the possibilities. Let me know if you get scared or excited by the end. :)

3. Life 3.0: Being Human in the Age of Artificial Intelligence by Max Tegmark

I love the way Mr. Tegmark writes, and there is something magical about his ability to distill all living things, you, me, watermelons, to up quarks, down quarks and nand gates! I was so inspired by his writing that I wrote to him my personal prediction for humanity looking 300 years out.

Videos.

Current development of Intelligence is in silos, I'm glad when someone pulls all the experts from around the world in an attempt to guide humanity's efforts.

The Future of Life Institute hosted a conference in Asilomar in Jan 2017 with just such a purpose. The entire list of videos is well worth watching, prioritize the individual ones: Beneficial AI 2017

If you can only watch one…

1. Science or Fiction?

The content is great and it is pretty amazing to see these crazy brilliant group on one stage.

There is one other video I want you to watch, from the 2015 edition.

2. Robotics, AI, and the Macro-Economy

There is mostly a negative vibe about the combination of robotics and AI. The brilliant Jeffrey Sachs systematically presents context you'll be glad you've heard.

There is a ton of video content on YouTube. A go to source for me is whoever is curating the Artificial Intelligence AI channel.

People.

In any space that is having the kind of exponential growth like AI, your best bet is to find people who trust and listen to what they are saying/doing.

We are blessed with a ton of experts, practitioners and futurists. I encourage you to curate your own list.

Here are the ones I follow as closely as I can: Sebastian Thrun, Jürgen Schmidhuber, Demis Hassabis, and Andrew Ng.

I watch videos of all their talks on YouTube or tune in to livestreams of their presentations. I read articles they write. I have alerts for them. Luckily they are so darn busy, they pace their public speaking/writing. :)

You can follow their work using strategies you currently use for others you stay in touch with.

Learning.

If you are slightly technically oriented and would like to start your journey of acquiring technical knowledge in the space, Udacity is a great place to go.

All three of these courses are free:

If you are deeply technically oriented, you already know where to go and don’t need my pointers!

I’m sure you’ll notice I’ve not given you specific advice for your next career move. One reason: We are in a moment where each of us has to know all the changes coming, all the possibilities arising, and then figure out that answer for ourselves.

The above books, videos, people and lessons will help you discover the right answer for yourself.

The Long Career Plan: Automation & Your Value To A Company

People are scared of automation.

It is logical. The AI revolution will bring a ton of automation that will eliminate current white-collar jobs in large numbers.

Yet, by the end of this thought experiment, you might see that looking out over the nest 25-30 years, we can deal with automation (/elimination of our current jobs).

This thought experiment is for both Marketers and Analysts.

Get in front of a whiteboard. Draw a decent size square box on it.

Today, almost all the work you do is inside that box.

For Digital Marketers, it is finding keywords or websites, setting targeting parameters, building ads, setting bids, adding rules, building landing pages etc. etc.

For Digital Analysts, it is creating data collection mechanisms, writing queries, creating reports, doing segmentation, creating rules, identifying business focus areas based on data etc. etc.

Here's the thought: If tomorrow everything you currently do, inside that box, is completely automated… What's your value?

Pause.

Think about it carefully in terms of personal implications.

For the bravest among you, think of what's the value of your Agency/Company.

If you are anything like me, you are super-scared. Some of you are likely super-excited as well.

Don't be scared. Take action.

It is not as crazy as you think to envision that you could be completely automated out. In small pieces this has already happened.

Media example: Campaigns to create, target and deliver results for driving app downloads is now almost entirely automated.

Analytics example: There are already buttons in your tools that automate finding of anomalies in your data that your leaders most need to pay attention to. Eliminating the need for the known knowns and automatically providing the known unknowns and unknown unknowns.

An example that combines the both for even more effective automation: With smart creative, smart bidding, and smart targeting there is no need for any human to touch AdWords or soon a whole lot of your Display campaigns. The results of Data Driven Attribution modeling, which use data from *all* digital campaigns, can now be directly plugged into AdWords which means without any reporting/analysis the platform will automatically optimize for the highest profit for your business – with no human involvement. This is not the future, it is Nov 2017.

Back to the whiteboard.

On top of the box with the stuff you do, write the word Automated.

Ponder now what's your value.

You'll see there are two areas where you can add value. The area before the box, the area after the box.

If you are a Marketer…

You can shift to taking more ownership of the inputs that go into your current job (which remember is now automated). Shift to a responsibility that requires a deeper understanding of your Prospects and Customers at a human level. Now, because of that beautiful knowledge, take ownership of the entire process of identifying the optimal creative assets required for any great Marketing campaign. Then, step up and move to the other side of the box… Own the use and deployment of large scale machine learning services to understand every human, which results in creating the simplest most meaningful experience across all digital touch-points. And then… I'm taking you so far away from your current box… expand the outcomes you own from just the transactional to building deeper years-long beyond-pimpy relationships with your customers.

And suddenly…

You hate the freaking box you are in as a Marketer today. You want to expand your responsibility to own these deeply meaningful things that Machine Learning and our Deep Neural Networks won't touch for a while. You want to feel the true joy that comes from doing meaningful things like figuring out how to build relationships or unleash the full and beautiful power of amazing creative (in ads, in apps, on sites, in products), and so many more exciting things that you were born to do.

Now, you are not scared about automated. You can't wait for your current job to be automated away.

:)

I have the above scenario and the wonderful possibilities for Analysts as well. It is also very exciting, as you’ll discover when you do the whiteboarding exercise for yourself.

Now. I totally get that your entire job is not getting automated tomorrow. But, I suspect you'll be surprised though how fast that is coming. For Nurses. For Truck drivers. For Baristas. For… Everyone. Collect a handful of the smartest people you know, draw a box on a whiteboard, have a discussion.

This thought experiment is just one way to think through the implications of what’s ahead of us. In my blog post on the artificial intelligence opportunity, you’ll see another way I framed how to think this through…

The above framing is a bit more in the higher-order-bit spirit.

I recommend the thought experiment. When you’re done: Step one, have a plan. Step two, execute. Step three, joy. Step four, follow the advice in section one (Now) and section two (Next) of this blog post and start investing in the personal growth you’ll need to move to these new more joy-inducing meaningful jobs.

Your career is in your hands, and I deeply believe it is going to be bright. Seize the moment!

As always, it is your turn now.

Considering the Now moment, is there something unique you do to invest in growing your analytical thinking capabilities? How are you preparing for the Next moment, who are you reading, who are you listening to? Considering the next 25 years in our space, how far do you think automation will go? How are you approaching your personal evolution with the Long moment horizon in mind? How about your company’s?

Please share your unique perspective, challenges, and solutions via comments below.

Thanks.

P.S. I've touched on the topic of career paths and career management in earlier posts. Here are a couple you'll find to be of value:

The post Digital Analytics + Marketing Career Advice: Your Now, Next, Long Plan appeared first on Occam's Razor by Avinash Kaushik.

12 Oct 15:02

Traditional PR is Still a Fabulous Way to Stand Out

by John Jantsch

Traditional PR is Still a Fabulous Way to Stand Out written by John Jantsch read more at Duct Tape Marketing

This episode of the Duct Tape Marketing Podcast is sponsored by ahrefs – one of my go-to SEO tools – enter to win a full year of ahrefs service ($2,000 value) by subscribing to the Duct Tape Marketing Podcast

Marketing Podcast with Christina Nicholson
Podcast Transcript

Christina Nicholson

Back in the day, you know ten years ago, I built some form of media relations into every marketing plan. As digital channels have taken more and more attention, it’s easy to push traditional media coverage aside, but do so at your own risk.

Getting a nice mention in a magazine or newspaper read by your ideal client is an awesome awareness and trust builder, but today it also comes with a high authority website link making it even more potent.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Christina Nicholson. She is a former TV reporter and anchor who is on the other side of the desk these days, helping small businesses tell their stories as the founder of Media Maven. She and I discuss best practices for getting the media’s attention and improving your PR efforts.

Nicholson is an award-winning journalist with more than a decade of experience anchoring, reporting, writing, blogging, video production, editing, excelling in social media, photography, and live TV. She has been featured in Forbes, Fast Company, the Huffington Post, Time, Yahoo!, PR Daily, All Business Experts, on CNN, WTVJ in Miami, WPTV in West Palm Beach, News 12 in New York City, and many other media outlets.

Questions I ask Christina Nicholson:

  • Where does PR fit into the marketing mix today?
  • How do you get on the media’s radar?
  • How do you analyze if people are prepared or have a story worth pitching to the media?

What you’ll learn if you give a listen:

  • How to create a PR plan as part of an overall marketing plan
  • What role PR plays in personal branding
  • What businesses should look for in a PR firm

Key takeaways from the episode and more about Christina Nicholson:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is sponsored by Ahrefs and I’m giving away a full year subscription to this awesome tool that helps you with search traffic, research your competitors, and monitor your niche. I use this tool every single day. One of my favorite ways to use it is to learn why competitors are ranking so high and what I need to do to outrank them. Click here to see how you can enter to win a full year of this tool ($2000 value). We’ll pick the winner on October 25th!

12 Oct 15:01

The Regenerative Business: Redesign Work, Cultivate Human Potential, Achieve Extraordinary Outcomes

by News

Award-winning author, expert speaker and executive coach, Carol Sanford, borrows the concept of regeneration from biology and uniquely applies it to business strategy with an emphasis on: human potential, work systems, resilience, and growth.

What if leaders stripped away all preconceptions about how business operates, allowing the organization to go back to its core and build itself back up to become something new—something so responsive, so innovative and resilient, it becomes virtually non-displaceable in the market? The Regenerative Business sets the stage for what is now only dreamt of by most of today's forward-thinking leaders and paves the path to make it possible. 

The book features real stories from companies leading innovation and transformation across the globe, including Google, Colgate Europe, Seventh Generation, Nike, and more.

Readers will find a logical, comprehensive approach that factors in the complexities of the modern organization, with concepts surrounding the 21st century workplace:

  • Going Beyond Training to Develop People
  • Building Innovation into Work
  • Eliminating Toxic Business Practices
  • Designing a Developmental Organization

William Rosenzweig, co-author of The Republic of Tea; How an Idea Becomes a Business, winner of the Oslo Business for Peace Award, and professor at UC Berkeley's Hass Business School, where he developed the country’s first MBA courses in Social Entrepreneurship and Social Venture Development, says of the book: “The Regenerative Business offers important new methodologies for human development and work design, aligned with strategies that ensure business and society thrive together in an increasingly complex world.”

Steve Lippman, Director of Corporate Citizenship for Microsoft, Inc., says The Regenerative Business blends an educator’s precision with a sage’s wisdom to deliver a roadmap for higher performance, greater impact, and long-term value creation. This is the new essential skill-set for innovative business leaders to embrace and master.”

 

ABOUT THE AUTHOR

Carol Sanford, a consistently recognized thought leader, works side by side with Fortune 500 and new economy executives in designing and leading systemic business change and design. Through her university and in-house educational offerings, global speaking platforms, multi-award winning books, and human development work, Carol works with executive leaders who see the possibility to change the nature of work through developing people and creating work systems that ignite them. For four decades, Carol has worked with great leaders of successful businesses such as Google, DuPont, Intel, P&G, and Seventh Generation, educating them to innovate and grow their businesses by growing people. Her work is routinely called groundbreaking, game changing, original, bold and inspiring. Carol is currently Executive in Residence and Senior Fellow in Social Innovation at Babson College. Visit her at CarolSanford.com.

12 Oct 15:01

The Formula for Account-Based Marketing Success

by Peter Herbert

To succeed with ABM, get data-driven with Fit + Intent + Engagement to select accounts, prioritize what needs to be worked now, and promote effectively and intelligently.

Executing account-based marketing with excellence and efficiency requires moving to a data-driven approach. Today, however, adopting data-driven processes and platforms that power account-based marketing programs are easier than ever, promising to streamline your marketing, sales development, and sales processes in pursuit of your revenue goals.

One of the main purposes of account-based marketing is to align sales and marketing on pursuing the accounts most likely to buy or expand (and of the highest potential lifetime value). This means getting focused and efficient, and you need to target the right accounts in the right way.

In addition to top-tier target account selection, many businesses can benefit from defining their qualified market, which is a pool of accounts that could potentially be targeted. Rather than open prospecting or grinding through MQLs, marketers can help sales, and the whole business, to be more efficient by only working on accounts (inbound and outbound) that the data says matches your company’s ideal customer profile.

The aligned account-based process should be efficient and orchestrated, rather than the typical inefficient marketing and sales handoffs in a lead-based system. And because this effort within the go-to-market team is more focused, our goal is to create a better experience because we are communicating in a more relevant and personalized way. Gone are the days of waiting on form fills. Templated emails and generic content experiences are becoming history.

But how should you select and prioritize the right accounts? And how can you use your data to intelligently promote to them?

Origin Story: “The Formula” for Account-Based Marketing

I became interested in target account marketing, which I later learned to call ABM, while looking to grow a software business with efficiency. The hypothesis was that if all of our time, energy, and money was spent on a focused sales and marketing effort to convert a list of target enterprise accounts, we could grow our average sales price (ASP) and do it without breaking the bank.

Based on this, in 2015, Kristen Wendel and I began building an ABM program focused on selecting a list of target accounts and finding ways to promote specifically to those accounts. Kristen is a marketing operations and #MarTech guru who is pretty much “the boss of operationalizing ABM.” We have worked together at three companies, and together we architected the SiriusDecisions 2017 Program of the Year for ABM before I joined Terminus as VP of Marketing in the summer of 2017.

There is power in collaboration. We used our ability to think and act together to improve quickly and get an ABM program running.

Our first experiments used basic firmographic information and a presence on lists such as the Global 2000 to identify our target accounts. By the time we launched a full-scale account-based marketing program, we spent a month with the sales team, scouring spreadsheets and lists to determine our target accounts. We adapted their input to create a three-tiered list of 600 target accounts.

At the end of the day, we did a good job. We saw a number of engagement metrics, such as website visits from target accounts, dramatically spike. Within the first 30 days, the first sales appointments were set and opportunities were opening.

But, we immediately felt we had some shortcomings with account-based marketing. Our selection process was unsustainable.

sales marketing alignment b2b

We worked too hard to create endless spreadsheets of accounts and answer innumerable requests to manipulate the data. During the account selection process, sales reps spent too much time in meetings wrestling for accounts, which took them off the front line and distracted them from selling.

Our data was limited. We relied on basic characteristics downloaded from several well-known data platforms. Revenue, geography, basic technographics, and rep knowledge were not enough to answer whether a company was a fit and certainly didn’t tell us whether the company was actively buying or aware of us. Five or six data points simply didn’t get us there.

Our accounts were static. As our sales leader described, this was a “big bet,” even with our planned cadence to update accounts each quarter. We immediately saw the need to prioritize which accounts were currently being worked and to change our accounts as they were converted and disqualified.

We started to think about how we could eventually use engagement data and other signals to dynamically target. As we went about solving these ABM challenges, we identified that we needed:

  • A “predictive” solution that used artificial intelligence to consider more variables than we, as humans, could calculate.
  • A solution that would give us signals about who was “active” in the market.
  • Engagement data as a primary signal that an account should be actively worked. We were already tracking account engagement, so we just needed to operationalize this data as a trigger rather than just a measure of success.

In essence, we were building our version of what was later described in the SiriusDecisions Demand Unit Waterfall. We wanted to understand our total addressable market, active market, and engaged market, and then prioritize those accounts as dynamically as possible.

The Formula for ABM and What It Means

So what is the formula for account-based marketing success? The ABM tech stack and processes we created are what we came to refer to as the Fit + Intent + Engagement model for ABM. Today at Terminus, we use this data-driven formula for account-based target account selection, dynamic prioritization, and smart campaigning.

We primarily operate off of this formula for account-based Fit + Intent + Engagement versus operating off inbound lead conversions.

 

formula-account-based-marketing-ABM-fit-intent-engagement #ABM

Here’s what the Fit + Intent + Engagement formula means and the technology we use at Terminus to see success with account-based marketing.

Fit

Fit refers to accounts that fit the ideal customer profile of who your company is trying to market and sell to. Preferably, fit refers to your ICP + AI-assisted scoring. Think of ICP as the firmographic, technographic, geographic, etc. filters you apply to your data to narrow your accounts to your target market, plus an incredibly powerful machine that considers thousands of variables to see if those accounts are similar to your healthy customers, open opportunities, or whatever you decide is best for your business to build your model from.

FIT TECH: I use EverString for fit. At two companies, I have measured a preponderance of closed-won deals as having a high fit score based on models built with this AI-assisted platform. It works. At Terminus, we actively prioritize and find new accounts to focus on through EverString.

Intent

Intent data shows what people at companies are searching for and consuming on the internet (not just your website). This is a signal of possible “intent” based on their current interests relative to historical data.

INTENT TECH: I use Bombora for intent. Intent, when coupled with fit, is a very strong signal for identifying the active market that you would like to market and sell to. The best Terminus ad campaigns my teams have run have been intent-based campaigns that use keywords to create tailored ads, tailored content portals, and tailored/personalized collateral and video. At Terminus, we use intent data to alert sales to which accounts they should actively work and to trigger intent-based, account-based ad campaigns.

Engagement

Account-based engagement data aggregates activity from all the people who are interacting with your company at the account level so you can understand and act on this response and behavior. Ideally, you want to focus on high-value activity. For example, I prioritize companies that spend time on my product pages more than those that visit high-level blog posts because it’s a better signal, of course, of who may be evaluating my product. Having the ability to track people who are not in your database (and are therefore anonymous) is an important capability.

ENGAGEMENT TECH: I use the Terminus ABM platform for engagement data. Terminus, in addition to being an account-based advertising solution for promoting to people at target accounts, provides highly accurate web engagement data on the number of visits, visitors, pages visited, and dates of those visits so I can understand the impact of my account-based advertising and overall ABM program. At Terminus, we use engagement on high-value pages to prioritize accounts for follow-up. And it also helps us find new accounts to target!

Use Cases for a Fit + Intent + Engagement Data-Driven Approach

Fit, intent, and engagement provide the core data you need to get started, optimize, operationalize, and measure your account-based marketing program. Many steps of the ABM journey are dramatically easier with this data at your fingertips, and significant milestones to operationalizing ABM will come sooner for you and your organization.

So how exactly can you use this data? The key scenarios you can use Fit + Intent + Engagement data for are:

Qualified Market Building – How many accounts fit your ICP and are scored as a high fit based on an AI-Assisted model? Wouldn’t it be nice to know whether there are 20,000 accounts or 1,000 you can really go after? How much more efficient would you be if sales and marketing only worked on high-fit accounts?

Target Account Selection – How should you select and tier your ABM target accounts? How do you go beyond basic data about companies to more intelligently, and easily, select your target accounts beyond the strategic accounts your sales team already is working on?

Sales Insights – Do your sales development and sales teams have the right data under their noses so they can create the most relevant and personalized messages? Do they have data-driven triggers at the account-level to take the right actions?

Dynamic Targeting & Active Prioritization – How can you dynamically target accounts based on data and trigger the right actions in our sales development and sales teams? Should your target accounts and ABM campaigns be static or intelligent and dynamic? This one is the most exciting to me!

Smart Campaigning – What if your account-based advertising was triggered automatically off of intent signals and engagement data? How much more effective would your campaigns be if you were triggering the right message at the right time to the right account? Thanks to an increasing number of partner integrations, you can run multichannel account-based marketing campaigns with consistent messaging.

I’ll dig into each of these use cases for account-based marketing in my next blog post. In the meantime, feel free to get a preview by checking out the recent webinar I did with Kristen Wendel from LeanKit, Deborah Holstein from EverString, and Dale Durrett fromBombora.

Learn more in Part 2, coming soon! For now, download the Blueprint to Account-Based Marketing Campaigns to get started with a coordinated, data-driven ABM program.

12 Oct 15:01

Sales Culture: How to Build a High Performance, Healthy Sales Team

by afrost@hubspot.com (Aja Frost)

Sales culture is a fuzzy concept. You can’t measure its quality like you’d measure your team's monthly revenue, email activity, average tenure, or quota attainment — but that doesn’t mean it’s not important.

Your organization’s sales culture plays a huge role in all of those factors — among several others. How much your salespeople sell, how productive they are, and how long they stay with your company are all functions of your sales culture's quality.

Here, we'll explore what sales culture is, what a solid one looks like, some best practices to refine yours, how to build one at a startup, and how to scale yours as your company grows.

Download Now: Free Company Culture Code Template 

Some words that could be used to describe a culture are:

  • Competitive
  • Intense
  • Independent
  • Merit-based
  • Supportive
  • Transparent
  • Democratic
  • Social
  • "Work Hard, Play Hard"

While those descriptors are all at least somewhat positive, not every sales culture embodies them. And in many cases, a sales culture can be characterized by words like stressful, cutthroat, drab, or unprofessional.

There's no definitive blueprint for a successful sales culture — they come in various shapes and sizes. But while the ingredients of a healthy, productive culture might vary by company, the indicators of one are relatively consistent.

Let's take a look at what you should strive for.

What makes a good sales culture?

Developing a sales culture that creates positive outcomes for your organization will take work on all levels. Each facet and team needs to not only understand the nature of the culture they are participating in but also agree with it. It needs to be universally beneficial or else it won’t stick. A successful sales culture brings out the best in your salespeople. That means:

  • Healthy competition
  • Low rep turnover
  • The ability to quickly identify problems in the sales process and adjust as needed
  • Collaboration and knowledge sharing
  • Trust and communication (both within the team and the greater organization)
  • A common vision
  • Continual learning and development
  • Accountability
  • Fair compensation

What does a toxic sales culture look like?

A negative culture will result in the opposite of everything that is positive about good sales culture. Some common toxic elements could be high turnover, mistrust, individualism, low motivation, and other factors that contribute to an unhealthy work environment. A toxic sales culture will also be very difficult to change once it has been established, as new employees are unfortunately likely to assimilate instead of work against it.

What is a high performance sales culture?

Sales is often a fast-paced, competitive environment. It’s important that your reps can keep up. A high performance sales culture will demand the effort, execution, and growth required to be successful. It focuses on clear goals, researched strategies, concise actions, and impactful feedback. This type of culture also features trust and respect that prevents competition and authority from becoming toxic or judgemental.

1. Foster friendly competition.

Most salespeople thrive on competition. The key is keeping it in check — if you let "competitive" turn into "cutthroat," your reps might begin withholding useful suggestions and information from each other, trash-talking one another, or trying to steal opportunities.

So how do you keep a spirit of healthy competition alive without turning your reps on each other?

First, give your team an external rival. Having a common "enemy" causes them to work together and grow closer. You can spur them on to outperform another team or outsell your biggest competitors in the market.

Second, encourage them to beat their own records. Direct their competitive energy toward outdoing last month's or quarter’s results — by shifting their competitive energy to their own numbers, you'll make them less likely to resent their peers.

Third, pair newer reps with more experienced ones. Having a go-to mentor won’t just accelerate the ramp-up period and give your new hires a sense of security and comfort, it’ll also cut down on feelings of isolation.

Finally, use a variety of sales contests and incentives. But be careful not to run the same contest again and again — not only will the same people keep winning (leading everyone else to eventually stop trying), but you’ll make the winners natural targets.

Try something like hosting a contest for the rep who can book the most meetings during the first month. Then, reward the person with the fastest average sales cycle the next. The month after that, give a bonus to the rep who signs the most deals with a specific type of prospect.

By consistently shaking things up, you’ll give everyone a chance to win and keep things interesting.

You can also run team-wide contests. For instance, you might challenge the entire team to hit a quota for your latest product launch or ramp up activity by a specific percentage.

2. Combat high rep turnover.

Constantly losing salespeople is a major red flag for prospective candidates. Plus, finding and training new ones is extremely expensive — and an ever-changing "roster" is bad for morale.

To decrease rep turnover, carefully choose the best salespeople. Being selective will inevitably extend your hiring process, but you’ll save money in the long run.

Your reps should have plenty of coaching support from their managers — not just when they first begin, but throughout their tenure at your company. Implement a structured coaching routine, and consistently poll your salespeople to see if they’re getting the training and management they need.

Although money isn’t the sole reason reps leave, paying a below-market rate is bound to take a toll on your retention. Keep your on-target earnings (OTE) in line with — or better than — typical pay for the role, industry, and region.

Finally, feeling stuck is a huge factor in sales turnover. Ensure you have a defined promotion path in place. For example, you might want to have a clearly articulated career trajectory from BDR to AE to Senior AE. That way salespeople can move up as they gain more experience and skills.

3. Commit to agile philosophy.

In sales, a team's ability to move fast is crucial. For instance, if a company's executives decide they want to move into a new vertical, everyone within its sales org needs to quickly familiarize themselves with a new base, learn some industry-specific terminology to help build credibility with prospects, collectively adjust their sales messaging, and take several other steps to better approach its new target prospects.

If the team is agile, this process will be feasible. If it’s unable to experiment, learn from its mistakes, and adapt, it's bound to fail.

How do you promote agility? Borrow principles from the agile philosophy, such as holding a daily 10-minute stand-up — a team-wide meeting where everyone stands to encourage sticking to the time limit.

Have every member answer the same three questions and nothing else:

  • "What did you achieve yesterday?"
  • "What will you achieve today?"
  • "What do you need to adjust to be more effective?"

Give your reps access to the information they need. Individual and team-wide performance should be available to all. Good decisions don’t happen without good data.

Finally, encourage a "fail fast" culture. Salespeople should take risks — from trying a new prospecting technique to using different negotiation strategies. As long as they document their results and share them widely, it’s okay if they don’t succeed. The results will help everyone learn and improve.

4. Effectively collaborate and share knowledge.

Creating a sales culture where salespeople collaborate and freely pass along tips and strategies is essential — but that's easier said than done. Communication roadblocks are one of the more common obstacles obstructing successful sales cultures.

You need to create an environment that's conducive to open communication. Ask yourself, are there easy, convenient ways for reps to talk? And those lines of contact need to extend beyond casual water cooler conversations.

Add everyone to Slack or another chat platform so that announcing something like, "Hey, this new combo of CRM filters is turning up some fire prospects!" is as easy as, well, typing it.

Second, create contests that promote collaboration. You don’t want reps hoarding their learnings. Try holding contests that have the team working collectively — not as individuals.

Third, focus on the quality of ideas, not their sources. Let’s say your SDR has a brilliant suggestion. Try it out! Don’t shoot them down because they're new or inexperienced.

Fourth, encourage honesty. Perhaps your salesperson criticized the new talk track. As long as they've made good points and expressed them respectfully, you should see their contribution as productive. You never want people afraid to speak up — that’s how bad ideas survive.

Fifth, reward knowledge sharing. Consider giving points for contributing information. For instance, if an AE comes up with a new strategy that makes prospects 40% less likely to cancel their demo at the last minute, they could win a monthly $250 "Innovation Bonus."

5. Build trust and communication.

Reps rarely thrive in an environment without trust, and it falls on sales managers to establish it. There are three main steps to making that happen:

Accept and incorporate feedback.

A great manager listens to their reps — and more importantly, reacts to their feedback. Are they frustrated with the way training is currently delivered? A good manager tries to find a better format.

Do they want less interference with their deals? A good manager takes a step back — within reason. Would they like more transparency with upper management? A good manager works to provide that.

Even if sales managers can’t follow through on everything, showing effort will win them a lot of trust.

Don’t micromanage.

Building trust is a two-way street. If you can prove to your team that you trust them, they'll be inclined to reciprocate. Unless a specific rep is struggling and needs more attention, sales managers should steer clear of micromanaging.

That means managing results instead of activities, letting reps work from wherever they’re most successful instead of requiring them to be at the office, and not asking them to spend precious hours filling out pointless reports.

Keep your word.

When you, as a manager, commit to doing something, always keep your word. Reliability is a pillar of trust — and once your reps know you're dependable, they’ll become more loyal.

It's easy to keep track of the larger promises you make — such as, "I’ll take you all to a steak dinner at Harry’s if everyone shows up to the weekly sales meeting the entire month."

But you can't forget about the smaller ones, like, “I’ll send you my feedback by tomorrow night,” or “I’ll put in a request for new presentation software this afternoon.”

These are just as important and contribute equally to the sales manager's reputation for being trustworthy.

6. Share a common vision.

Salespeople are looking for a bigger reason to show up and work hard every day beyond simply making money. Although a common vision isn’t a prerequisite for success, it keeps reps motivated when times are tough and encourages them to work together.

The mission should be specific and unique. For example, it might be, "Become the most successful team within the company," or, "improve retention by X percentage."

If possible, it should be measurable so everyone knows where they stand. You also want a vision that the team is excited about, so consider including them in the planning process.

Regularly bring up your team’s progress and reference individual contributors. Doing so reinforces the vision and keeps it top-of-mind for your reps. To give you an idea, imagine one of the tenets of your sales vision is, "Become industry thought leaders."

When one of your reps launches their own podcast, you bring it up in the team meeting by saying, "Way to go Vincent for starting a podcast — everyone should download it. This will help our company gain recognition as thought leaders."

When another rep publishes a LinkedIn Pulse post that receives 500-plus likes, drop a line in the team Slack room, like, "Congrats Julia on the awesome LinkedIn article that’s taking off. Can everyone like it when they have a chance? Love seeing our reps establish themselves as domain experts."

Not only will this make the people you recognize feel good, it’ll also inspire the others to follow suit.

7. Require ongoing learning and development.

Salespeople should always be picking up fresh skills and strategies. Not only does buyer behavior change, but technology enables new tactics and makes old ones obsolete.

Unfortunately, many training programs are:

  • Interruptive and one-off: Such as a week-long all-day off-site.
  • Product-focused: Mostly about the company’s latest line or service.
  • One size fits all: Generic and not tailored to the industry or niche.

To fix this, make your training:

  • Integrated and ongoing: Coaching should be a part of the sales manager’s weekly check-ins with reps. They should also regularly do call reviews and win-loss analyses.
  • Skills- and product-focused: While product training is important, sales skills usually trump product knowledge. Make sure you’re spending enough time teaching reps how to sell.
  • Customized: Whether you hire a training firm or use in-house specialists, the program should be specific to your product, market, and company values.

8. Maintain accountability.

Keeping people accountable is an important aspect of a healthy team. If reps see poor performance go unchecked, quotas will start feeling more like suggested targets than hard ones.

Even worse, if a manager doesn’t communicate that a salesperson is in danger of being fired for their disappointing results, the sudden, seemingly unexpected termination will hurt morale and cause team members to wonder if they’re next.

To address these trends, clearly define your expectations. Each salesperson should know exactly what they’re supposed to do. That might be a certain number of calls per day, meetings per week, or demos per month, or quota attainment.

Having objective standards and making sure everyone is aware of them helps you avoid any nasty surprises.

Second, if someone is struggling, don’t wait to see if things will get better. Step in and ask why they’re not performing. Are they feeling demotivated? Are they struggling with a specific part of the sales process? Find out what's going on, and do what you can to address it.

Third, when it's necessary, put them on a performance improvement plan (PIP). These outline a set of specific, unambiguous goals the rep is supposed to achieve within a set window of time.

An effective PIP diagnoses the issue (where the rep is falling short), what they’ll do to address the issue, any support or tools they’ll need, and how much time they’ll receive.

For instance, if they’re only setting four demos per week, and the quota for their role is 12, their actions might be "Call 50 prospects per day. Do one call review per day. Write a new talk track with the manager’s help. Attend a workshop on objection handling."

Support might be: "Meet with manager for call review; get ticket for workshop."

Time frame might be: "Reach 12 demos per week by X date."

Other common accountability pitfalls sales managers fall into include trying too hard to be their reps’ friends, rather than their boss (which makes it harder to get the necessary results and crack down on mediocrity) and never accepting responsibility themselves (which causes their team to ignore them when they try to manage).

9. Highlight individual accomplishments and talents.

A positive sales culture should reward being a team player and focus on working together for a common goal, but rewarding individuals is an important motivator. Take notice whenever someone reaches a big goal, comes up with an impactful idea, or is strongly excelling in a certain area. Those are moments to make reps feel valued and seen. Celebrating individuals encourages everyone to continue striving for greater.

How to Build Sales Culture at a Startup

Building a sales culture from scratch can be exhausting. To help give you some clarity on the process, we reached out to some sales leaders for their take on how to do it right.

1. Lead with empathy for the customer.

Karim Bouras, Founder of Nile, recommends startups build their sales cultures around their customers. He says, "Focus on the customer and start to build a culture of customer-centricity and transparency.

"Rather than consuming time for developing a sales pitch with a sales deck or going after the latest growth hack, meet your prospective customers, record and document the conversations you have with them, identify the most frequently asked questions, and train your first sales hires to genuinely answer all of them. Train them to show empathy and to listen rather than selling."

2. Focus on a specialty.

Fundraise Up Chief Experience Officer Salvatore Salpietro recommends startups try to thrive via specialization. He says, "Focus on what you do well and only focus on that.

"You should go a mile deep on an inch-wide problem. The world lacks 'best in class' solutions but is flooded with 'jack of all trades' toolboxes. Focus the product on a single core competency, and do it better than any other solution on the market."

3. Set an example, and sell the dream.

Rakefet Yacoby From, CMO at Mayple, tells startup founders and leadership, "Everything starts with your personal example as a leader. Personally make good on all the expectations you have, and give feedback to your team members if they don't."

She also recommends that you lead with a vision and encourage buy-in from your team on your brand identity. By her account, "Your team members will have to sell your brand all day long. They won't do it right without passion. Keep manifesting your brand to them. When they dream with you, customers will buy."

4. Build company-wide esteem via recognition and openness.

Sales Leader Nathan Niebergall stresses the importance of building company-wide self-esteem. He says, "Focus on recognizing people. Your team wants to work hard and make a difference — so acknowledge the hard work and good things they are doing.

"Do this relentlessly. Be as transparent as possible with company and team numbers. Everyone likes to know how the new company is doing and how they are contributing to the success."

5. Have fun — don't just work.

Niebergall also recommends that startup leadership prioritizes some degree of fun within a sales culture. He says, "Find ways here and there to engage with your team that don't have to do with work. That can be as simple as a quick stroll outside to grab a drink and talk."

6. Foster continual learning and development.

According to Jarrod Glandt, President at Cardone Enterprises, encouraging ongoing professional development is essential to building a successful sales culture.

He says of his personal experience, “No matter how long you've been [at my company], we require everybody to train the same way. It's about 45 minutes a day of training in the office — plus probably 20 minutes that they're required to do on their own with our online programs. We want them to be masters of the product.”

7. Forge your own path.

As a startup, you’re new to the game and often following the lead of your successful predecessors. Be mindful, however, of your unique journey. A good sales culture involves innovation, which can often feel risky if you’re trying something different. So, don’t be afraid to try and try again until you find what works best.

How to Scale Sales Culture as Your Brand Grows

It's one thing to establish a sales culture — it's another to ensure that you sustain those values as your business grows. Here are some tips on how to do that right.

1. Have leadership set the tone.

Scaling a sales culture starts with commitment from company leadership. Executives and upper management at your business need to commit to and project the values that define your organization's sales culture. A brand's culture comes from the top, and you can't lose sight of that premise as your business grows.

2. Communicate effectively.

If you want to successfully scale your sales culture as your brand expands, you need to keep communication clear and accessible throughout your organization. Make sure your employees can easily connect with one another to create and sustain a cohesive, communicative culture that abides by the values you try to embody.

Investing in company-wide communication resources like Slack, encouraging camaraderie between employees outside the context of the workplace, and having managers routinely meet with their direct reports are all ways to help this cause.

3. Maintain a base of accessible, company-specific content.

Your ability to scale your sales culture as you grow rests, in large part, on your ability to convey your values and brand identity to members of your organization.

One way to get there is by keeping a centralized base of company-specific content. A resource like a company wiki can provide a forum for you to collect and display customer testimonials, mission statements, exemplary employees' stories, accounts of company history, and other valuable reference points for bolstering your sales culture.

4. Bring the right people with you.

As your business continues to grow, accept that not everyone is meant to come along for the journey. As things change and the sales culture evolves, some reps may no longer align with it. If someone is consistently showing that they are not on board with participating in the sales culture, then it’s likely that they won’t be a positive asset as you scale it.

Building Your Sales Team With Culture in Mind

As you begin forming your sales dream team, consider the culture you want it to embody. This is especially relevant as you are recruiting salespeople. Skill set and experience are important, but how is their attitude? Are they passionate? A team player or an inspiring leader? Presenting your team as one with a positive, healthy culture will also attract the best of the best in sales.

Building and maintaining a strong sales culture isn’t easy, but it can have a tremendous impact on your employee satisfaction and bottom line. You’ll be able to recruit and train great reps, get your desired results, and make everyone on the team happy to work for your company.

Editor's note: This post was originally published in September 2021 and has been updated for comprehensiveness.

company culture template

12 Oct 15:00

I Don’t See What You Mean

by Tibor Shanto

By Tibor Shanto – tibor.shanto@sellbetter.ca

Some may remember the first video/song ever played on MTV, was The Buggles

Old TVVideo Killed the Radio Star.  The message was clear, we are visual creature, and prefer a visual presentation over other means. This is why some singers who were great at singing and expressing themselves via vinyl or CD struggled to make the transition to video, while others, who were so so when it came to singing, but had a great presence and could “please” the screen.  Where once lyrics and delivery determined the success of the performer, now it was down to visuals, at the cost of all else.

Close Yet Far

It seems that telephone prospecting and selling are experiencing a similar thing but in reverse, and with added risk.

As more and more of the sale goes virtual, the less we have the opportunity to leverage one of our greatest strength as people and communicators, namely the visual. While opinions may vary slightly, most experts agree that somewhere between 75% – 90% of communication is non-verbal; and the vast majority of that is body language, intonation and vocal quality and characteristics.  All good things when it comes to face to face selling, not so good for those who now need to sell without ever seeing their counterparts.

I know that many who use systems like Zoom or join.me, will say that they have and encourage the use of videos to enhance the experience, most still seem to just see these technologies as extensions of PowerPoint, and even when the video is turned on, it is less than the face to face experience.

This is why focusing on the message and the medium, as many do, still leaves gaps in their approach.  It Is important to also ensure that we compensate for the lack of immediacy and direct visual contact; and I don’t mean just talking louder.

Stepping Back

Starting with the basics of slowing down the pace and deepening your voice, and then going beyond.  You need to also focus on your intonation, what you put an emphasis on, where you place your gaps, silence between thoughts, words, and concepts, pronunciations and more.  Words count too, but not in the way many are looking for, the perfect or secret set of words that unlock the kingdom. More in using words that fit with the buyers’ expectations, words that they would use to describe the scenario, not words your company came up with to “differentiate”. Remember if they don’t understand you, they won’t understand what you sell, or why they should buy.

There are also words that work better in direct conversation that lack impact on the phone, and the other way around.  Given the ease with which calls and web meetings can be captured these days, it is worth exploring how different ways of presenting things change the sales based on the words used, when and in combination with e=what other things.

Often what counts is what you don’t say. One way to ensure engagement in a remote scenario is to create opportunities for the prospect to ask questions. As a subject matter expert, you should be in a position to know which elements to lead with, and which to leave to the end, and which to leave to the prospect to ask. This is one way to encourage the flow missing in remote selling situations, that is quite natural when two people are sitting face to face.

By using your 360 Degree Deal View, you will be able to understand what some of the key moments in a good sales call, understand what is enhanced by the virtual setting, and what is diminished, and create a flow for each type of sales meeting.  Once you have that, then comes the hardest part for many sellers, practice.

Taking it back to radio, those actors who were successful in radio drama, think Orson Wells, knew they had to make up for the lack of visuals in order to deliver a drama that worked on radio without a single visual aid.  While video may have killed the radio star, don’t let the web meeting kill your sale.

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The post I Don’t See What You Mean appeared first on Renbor Sales Solutions Inc..

12 Oct 15:00

How to Build Trust With Buyers Via LinkedIn Groups

by Alex Hisaka
  • linkedin-groups-engagement

If there’s one principle to keep in mind when it comes to social selling, it’s the social aspect. In fact, being social far outweighs selling when it comes to succeeding as a modern sales professional. Staying active on social helps you engage and build trust with your target audience, keeping you top of mind when buyers are finally ready to purchase. Here are tried-and-true ways to establish that invaluable trust via LinkedIn Groups.

Find the Right Groups for You

You can participate in up to 100 LinkedIn Groups. However, just like all of your prospecting activities, you want to get as targeted as possible. Zero in on groups discussing top issues of concern to your prospective buyers. Or, if you are targeting certain accounts, find the influential people at these companies and look on their profiles to see what groups they belong to. As you consider your group options, factor in the number of members, their level of activity, and the nature of the discussions. The goal is to find groups where members are actively debating topics and sharing perspectives and suggestions.

Make It Part of Your Daily Routine

Social selling hinges on social interactions. You won’t develop trust if you just drop in to socialize occasionally. We trust those with a steady presence, those we can rely on to show up and contribute on a regular basis. Once you select two or three relevant groups, introduce yourself, jump in, and show up consistently. Block off 15 minutes every day to check in and add to discussions.

Engage Thoughtfully

The goal is for group members to look forward to your participation. You can achieve this by reserving your input for when you have something interesting, timely, or valuable to share. Your contributions can be in the form of your thoughts on a topic, your take on someone else’s thoughts, or relevant content. Just be sure not to use these forums as a dumping ground for PDFs and links to your sales content. LinkedIn members value true participation and authentic interactions, and tend to cool on group members who focus on self-promotion.

That said, it might be helpful to follow a revised version of the 4-1-1 formula. In certain situations, we advocate that you organize your social-selling activities by sharing four content assets produced by others, and one authored by you or your company. The sixth contribution would be your own thoughts on a topic.

In the case of LinkedIn Groups, it may pay to flip the formula so you are sharing insights more than content. Break your engagement in group discussions into chunks of six. During four of those six times, share your perspective. On another occasion, share third-party content. This could be an interesting article from an online publication, a report by an analyst firm, or an infographic produced by a company other than yours. Finally, share content written either by you or your company. By following this formula, you establish trust, making members more open to reading content from you or your company.

Whenever you share content – whether yours or a third party’s – highlight the key takeaway or add your perspective to give group members context and to make your content contribution engaging.

Treat Groups as Two-Way Streets

While consistency and ongoing participation help build trust with other LinkedIn members, authenticity and integrity rank high too. If you are truly genuine in this effort, you’ll approach groups as a forum for giving and getting help. While you are trying to establish yourself as a trusted advisor and expert by offering advice and insights, it’s amazing what happens when you ask questions. Requesting the input of others shows that you respect their perspectives, and that makes you more likeable.

You can ask questions to get a better sense of what your buyers struggle with or aspire to achieve. Or ones that help you build a stronger sense of industry trends and realities. You could even ask questions – when relevant – that help you understand how to better serve buyers in your capacity as an advisor and guide.

Stay Alert

Hopefully you will get so engaged in a few relevant LinkedIn Groups that you sometimes lose yourself in the discussions. Just don’t forget to watch for clues that might prove valuable in your role as a sales professional. You might see mention of a key stakeholder in an account that you are targeting. Perhaps you’ve established enough of a rapport with the person making that mention to ask for a warm introduction. Or you might uncover a major project at a target company that could benefit from your company’s solutions. If you do spot opportunities, pursue them outside of the group.

In just about every area of life, we get out what we put in. If you approach LinkedIn Groups like a checkbox on your to-do list and only participate in a cursory manner, you’ll likely see minimal return. However, if you make a true commitment to ongoing and authentic engagement and providing value, you will find that prospects actually seek out your input and advice.

For more ideas on how to build trust with buyers, download LinkedIn’s Definitive Guide to Smarter Sales Engagement.

      
12 Oct 15:00

From Fortune 500s to small businesses, real businesses are already using chatbots to improve their service

by Mai-Hanh Nguyen

“fbmessenger”

All the recent chatter about chatbot ideas is not exclusive to just one industry, as they have been customized for many uses and tailored to various businesses. Chatbot uses typically fall into research, lead generation, customer service, content distribution, or affiliate marketing, all of which can look very different in various industries.

Below, we've compiled a list of chatbot examples and chatbot uses currently in place.

Companies Using Chatbots

Insurance Chatbot

In 2016, Allstate upgraded its commercial insurance line for small businesses. After the launch, agents jammed the internal call center inquiring about the policies and how to set sales quotes, but expanding the call center was out of the question for Allstate.

Soon after, the company developed an AI virtual assistant called Allstate Business Insurance expert (or ABIe), which now handles questions from 12,000 agents and eventually answers inquires directly from customers. By the end of the first year, ABIe had paid itself off, according to Allstate.

Financial Chatbot

Capital One Financial developed Eno, a chatbot leveraged by artificial intelligence to communicate with their customers via text messages. Currently only available for a small pilot of customers, Eno provides users updates and information immediately, and can even pay bills upon request. It has access to give you information on your balances, recent transactions, credit card due dates, and credit card limit. Unlike other chatbots, Eno only uses text messages but does not require the user to install another application.

Hotel Chatbot

Marriott International's chatbot is available through Facebook Messenger, Slack, and, soon, WeChat and Google Assistant. It allows Marriott Rewards members to research and book travel in more than 4,700 hotels. You can also plan for upcoming trips with suggestions linked from Marriot’s digital magazine Marriott Traveler, all while chatting directly with the Customer Engagement Center. Of Rewards Members using Facebook Messenger, 44 percent successfully received assistance related to their stay or reservation, and 53 percent received help with their Rewards account Marriott believes that the integration on chatbots will improve hospitality and increase their customer satisfaction.

Therapy Chatbot

“fbmessenger”

Woebot is used primarily through Facebook Messenger as an artificially intelligent chatbot that is trained in cognitive-behavioral therapy (CBT), one of the most widely known methods of treating depression. Woebot tracks your mood and will show users how their moods change while maintaining privacy and finding patterns that might be more difficult for the average user to analyze. It talks about your mental health and wellness from brief daily conversations about what’s going on in the user’s life and how they are feeling that day. Woebot also sends useful videos and other tools depending on your mood and needs at the moment.

Real Estate Chatbot

Apartment Ocean is an AI-powered real estate chatbot that builds relationships with potential clients using personalized greetings through Facebook Messenger. It also allows users to work on qualified leads to increase revenue and provide detailed customer support rather than spending time answering common customer questions. Chats with potential clients are automatically analyzed by the chatbot to extract essential information and allow faster conversions from potential clients. 

Restaurant Chatbot

One of chatbots’ many appeals to businesses is their ability to integrate with existing messaging applications such as Facebook Messenger or WhatsApp. Chatobook is a chatbot that uses Facebook Messenger to connect with a restaurants’ customers and answer any questions that has to do with the restaurant at anytime of the day. The restaurants’ bot can take reservations, show off menus and promotions to customers, and collect feedback without additional manpower or platforms.

Chatbot Ideas & Applications for Other Industries

“fbmessenger”

The healthcare industry has seen a recent growth in innovative developments to reduce the cost of healthcare. HealthJoy set out to inform employees of their benefits and claims so that employers can reduce healthcare costs. This can only be done if employees are able to successfully navigate their way through the healthcare system.

HealthJoy is described as an operating system for healthcare engagement that reviews medical bills and optimizes prescription drugs to find the lowest prices for a procedure. It also helps people with their health savings accounts and pushes wellness information.

Other applications such as HealthTap or Your.MD help diagnose patients with common symptoms using AI. They can also direct them to booking an appointment with a doctor. The ability to provide advice and information for health and wellness can prevent long-term illnesses or symptoms that can be prevented with proper knowledge and access to information. For example, sexually transmitted diseases could be reduced with access to sex education.

Visabot, the first immigration robot powered by AI, can help immigrants to the U.S. get green cards by pulling all the relevant open data about the user, inform them of required documents needed, and ensure forms are accurately filled. Since its beginning at the end of 2016, this San Francisco-based startup has helped more than 70,000 users apply for immigration services. 

Cost savings and improved user satisfaction will continue to drive chatbots growth

Twenty-four hour service and reduced costs for companies are only a portion of how beneficial chatbots can be for any industry. Companies can increase customer satisfaction with the elimination of repetitive and time-consuming tasks for more face-to-face service, and users can save hundreds of dollars because they won't need to book appointments. Chatbots have proven to improve human interactions and are able to connect with hundreds of humans at any moment, which only helps them develop a better sense of how to fulfill the emotional needs of customers.

More to Learn

Chatbots for business will continue to improve in the coming years. Chatbot architecture and design will evolve to the point that interactive AI will become standard for customer service. But there are numerous applications for chatbots across a variety of sectors.

That's why BI Intelligence, Business Insider's premium research service, has put together a bundle of detailed reports on chatbots:

To get all four reports, subscribe to an All-Access pass to BI Intelligence and gain immediate access to this report and more than 250 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. >> Learn More Now

You can also purchase and download the full reports using the links above.

Join the conversation about this story »

12 Oct 14:59

Avoiding Failure: Learning from a Turnaround Success

by Jim Fisher

ZEAREA / Pixabay

My experiences with business turnarounds—one successful and one not―have added to my more general understanding of what it takes to create positive change in the real world. The elements of turnarounds can be more extreme and challenging versions of what’s required to effect business change in general. But are the key elements really any different?

The approaches to and lessons from them can also apply to less dramatic situations like lagging sales, revenues, and profits—before whispers of bankruptcy are ever heard―but the process and priorities can be worth following regardless of a situation’s severity.

Turnaround Insights Can Benefit Business Building Essentials

Core lessons emerged for me from my successful and unsuccessful turnaround experiences. The fundamental difference between a success and eventual failure was a fully considered and developed plan driven by clear lines of communication, responsibility, and expectations. For example, the successful turnaround had five critical and well-communicated goals for driving sales, protecting profits, and identifying responsibilities. Behind these five most critical goals were detailed and focused roles and expectations for each department from operations to marketing to human resources to real estate to menu development—and beyond.

In contrast, problems with the unsuccessful turnaround started at the top with four loosely defined lines of authority (that I can think of) with differing mindsets actively pushing for different goals. Even though the differences were not necessarily contradictory, they definitely created alternative priorities, confusion, and mistrust. To be sure, there was financial and strategic planning, but the priorities were not as clear, robust, or focused. And all this resulted in tentative and ineffective leadership and execution.

Turnaround or not, the successful case demonstrated good business practices that would be beneficial at any time, under any circumstances.

Four Factors for a Turnaround that Worked

How much of the primary and immediate attention is given to the financial situation depends, of course, on how close the company is to a liquidity crisis. As pointed out above, my comments here are driven by what might be considered a broader strategic or profit crisis that includes sales, revenues, and margins.

The following ­­­four elements can provide fundamental perspectives to guide a recovery, whether your most impactful factors are improving revenues, profits, and a competitive positioning or dramatic financial steps needed to avoid bankruptcy. They are elements to keep top-of-mind as the management team works to lead the organization to a brighter future.

1. The Business Plan

Whether your existing plan needs to be totally thrown out or just redone and updated will depend on the severity of the financial situation. However, a revised and refocused approach should look to the key customer touchpoints because those same touchpoints will need to be a fully supported priority. As the famous management guru Peter Drucker said, “The purpose of business is to create a customer.” Whether B2B or B2C, the customer will be driving topline revenues and bottom line profits, and the business plan needs to be aligned with the brand and culture and the customer experience as outlined below.

Financial planning is, of course, a critical part of the business plan and exactly how critical will depend on the depth of available resources.
How the Strategy Leads to a Better Customer Experience

2. Focus

It may seem obvious, but developing and maintaining a strong, “laser-like” focus is fundamental. Every management leader needs to understand and accept his or her role relative to the team’s expectations and the customer relationship. Each needs to be motivated and committed and ready to communicate and focus their team. The closer the organization can come to acting as one, the greater the chances for success.
There are three leading edge elements which I’ve seen followed to make this work:

  • Each element of the business plan must be not only clearly described but also supported with meaningful metrics and action steps to guide progress. And the management team needs to consistently review the group’s progress (minimum of once a month).
  • The internal financial structure and bonuses need to explicitly reflect the plan’s priorities.
  • Management team members must understand and have enough confidence in each other’s roles to create trust, a level of trust that allows each to focus on their own role and be open to criticism (check out Patrick Lencioni’s The Five Dysfunctions of a Team).

3. Culture

To lean on Peter Drucker again, “Culture eats strategy for breakfast.” It may seem as though culture is “too big” to consider when the need is to rebuild sales or more purely financial fixes are needed, but consider how culture impacts motivation, innovation, teamwork, trust, and customer relationships for starters. In fact, culture is too important to be ignored as it can completely impact the execution of the new sales, product development, or HR hiring program―as examples. Understanding the strengths and weaknesses of a company’s culture will help to more fully define the business plans potential and the company’s relationships with its customers, guests, or clients.

Here’s an example: my successful turnaround company held meetings every Monday morning to go through a large, three-quarter of an inch-thick data deck. After a few weeks, the new management team recognized the data was great but nothing was being done with it! No real actions to change the results were being taken.

The old company culture was fine with that, but the new company culture would not be. The new company culture worked to define expected results as well as the customer relationship.

4. Pricing

Effective pricing if often considered to be part of the financial, business, or marketing planning as it is critical to margins, competitive positioning, and revenues. It can deliver increased revenues or better value to customers as it drives increased customer satisfaction to build purchases or visit frequency. If it is dramatic, it can change brand perceptions―as Whole Foods may be doing with its post-Amazon purchase price drops which have led to a reported 25% traffic increase.

Regardless, in my turnaround and general business and marketing experience, pricing is, not surprisingly, extremely impactful even though it may not generally get sufficient attention. Regardless of where it “lives,” pricing is critical because it defines value, and customers buy value.

Winning the turnaround and watching sales increase by double-digits can be a great and exciting team triumph, but it is hard work and takes focus and discipline. To offer up another quotation, this time from Thomas Edison, “Vision without execution is hallucination.”

12 Oct 14:59

The 8 Worst Social Selling Mistakes Small Businesses Make

by Shea Drake

While selling on social is growing in popularity (and acceptance), too many businesses are still making critical social selling mistakes.

Regardless of social selling’s benefits and rising popularity, you likely still have questions about how to succeed with this strategy.

Today, we share eight common social selling mistakes and how to foil them so you can use social media more effectively.

8-social-selling-mistakes

Social Selling Success

Both the benefits and goals of social selling receive attention in a myriad of large-business reports, including ones by LinkedIn and CSO Insights:

  • LinkedIn reports 90% of top-performing salespeople use social selling tools to build relationships and close sales, as compared to 71% of overall salespeople.
  • CSO Insights states 39% of salespeople believe the biggest benefit to social selling tools is that they cut down the time and effort sales professionals spend researching leads.

Wasp Barcode Technologies’ 2016 State of Small Business Report is also insightful, noting that 45% of small businesses use social media to reach potential customers.

But while social selling is on the rise, there are still glaring social selling mistakes being made.

Obvious Social Selling Mistakes

While some social selling mistakes are harder to overcome, there are some that are apparent even to newbies.

Don’t waste time with the below social selling gaffs.

1) You Talk with the Wrong People

On social, you can spend all day talking with people and never interact with the right people. Avoid this social selling mistake by clarifying who your customers are.

Gathering demographics can be helpful, but dig deeper. Figure out what convinces people to buy and why they choose one product over another.

2) You Post on the Wrong Social Platform

Imagine social selling tools as platforms for the subway. If you wait on the wrong one, you never arrive at your desired destination.

Figure out the right social media platforms to use by revisiting your goals and targeted customer profiles.

That information determines the best platforms—places like LinkedIn, Twitter, Facebook, or Instagram—and they will get you where you want to go.

3) Your Profile Doesn’t Look Professional

Social selling requires you to be, well, social. It also demands that you put your best foot forward.

You wouldn’t arrive at a professional networking event in your pajamas—the same principle applies online.

Look at your online accounts and update them so you look the part of an industry professional your clients can trust.

4) Your Business Centers on You

The best way to alienate potential customers is with your sales agenda. If you prioritize the sale over customers’ pain points or desires, you will never make more sales.

Learn what matters to your potential customers and share advice and content that fit their needs and interests.

If you stop focusing your business on you and your needs, your customers may likely turn to you for more products or services.

Not-So-Obvious Social Selling Mistakes

While the above mistakes can easily be avoided, these are a bit harder to manage.

5) You Forgot to Set Desired Outcomes

Today’s social selling tools and platforms hold little chance of improving sales if you don’t know why you’re investing in the technologies.

Start by setting a quota to reach and targeting specific customer profiles.

You may also want to outline outcomes such as improved bottom and top lines, repeat sales, and revenue growth.

The clearer you get about your outcomes—the destination—and the social selling strategy needed to achieve them, the better you’ll be able to assess whether your efforts are working or need fine-tuning.

6) You Use One Tool to Complete All Tasks

Businesses likely can’t increase sales with social selling tools alone.

It would be like using a screwdriver to hammer a nail—useless, frustrating, and prone to failure.

Top sales professionals use customer relationship management (CRM) platforms, sales intelligence tools, social selling tools, productivity applications, and email tracking tools to close sales and keep customers happy.

7) You Neglect the Other People in the Room

Demand Gen Report’s 2016 “B2B Buyer’s Survey” finds that 62% of B2B buyers rely on peer recommendations during their buying cycle.

And Ogilvy, in collaboration with Google and TNS, reports roughly 74% of consumers are influenced by word of mouth over other factors.

Other people’s perceptions impact your ability to converse with and sell to clients, so don’t overlook past, current, and potential customers as you develop your social selling strategy.

8) You Emphasize the Incorrect Metrics

Likes, follows, retweets, and requests to connect might seem like your social selling tactics are successful, but unless you can tie those data points to your goals, they mean absolutely nothing.

To ensure success with your social selling strategy, you must accurately collect and analyze data.

Remember that social selling requires consistent effort.

Are you guilty of the above social selling mistakes? How has social selling helped your business? Let us know in the comments section below!

12 Oct 14:59

Key components of an effective paid media marketing playbook

by Gavin Llewellyn

How to optimize your marketing and media priorities for the year ahead

Smart Insights have launched their first 'playbook' in response to our members' feedback.

Download Premium Resource – Paid Media and Digital Advertising Playbook

A playbook to help you identify the steps you can take to ensure your integrated paid media investments are successful. This paid media planning guide will provide marketers with a structured approach to paid media planning to help exploit these opportunities while managing the risks.

Access the Paid media and digital advertising playbook

What is a playbook?

Complex sports, such as rugby, cricket, and American football, often involve a huge amount of strategy and so it’s not unusual to find that the coaches in charge have a set of tried and trusted guides comprising the plans, strategies, and tactics to counter different scenarios that arise within a game. In American football they call these guides ‘playbooks’ and they include detailed notes, diagrams, and methods of the different strategies or ‘plays’ they want the players to execute within high-pressured moments during the course of a game:

playbook

In professional sport, the stakes are incredibly high and therefore the playbook is an essential resource to ensure that everyone shares a common vision and there’s a joined-up, consistent approach to strategy and tactics.

In marketing, we also find ourselves in situations where we need to decide on a course of action in order to meet our business, marketing, and communications objectives. Similar to professional sport, media and marketing playbooks should be developed in advance of the year ahead and cascaded to key stakeholders so that the team is aware of the overarching strategy and tactics to deploy at different stages of the year.

The advantages of a media playbook

A media playbook is a comprehensive guide outlining how a business or brand will manage their marketing investment and activity over the course of a 12-18 month period. Often developed in medium to large organizations with a central marketing team, it provides guidance for media planning, consistency in activities across markets and a foundation to enable everyone to align around one shared vision for when teams go to market to activate.

Some of the advantages of a playbook include:

  • To provide communications planning guidelines to drive consistency across markets and share best practice
  • To take insights (e.g. web analytics, econometric modelling) and apply learning across markets, products and/ or services
  • To save time for different teams with initial planning so that more energy and resource can go into implementation

An example of a planning process built around a media playbook might look something like this:

media playbook planning process

Of course, the planning process will vary depending on your own business but at every stage of the process the central marketing team responsible for overall brand strategy and direction will liaise and consult with individual teams to ensure there is on-going alignment.

In this post, I’d like to share some of the components that should go into a media playbook to help develop a focused, structured approach to media planning and execution.

For each section, I've provided links to relevant Smart Insights blog posts and resources to help you develop your own media playbook.

Business priorities

The opening section of the playbook should be used to set up the business context:

  • Overview of the market - an indication of where your business or brand sits within the competitive landscape
  • Overall brand strategy - top-line summary of the long-term brand strategy:

overall brand strategy

 

  • Main marketing priorities/ goals - the top 3-5 tasks for the year ahead, perhaps supported by a content calendar to demonstrate how this will be planned across the year, e.g.:

main marketing priorities calendar

Smart Insights key resource: Digital marketing strategy and planning template

Audience analysis and insight

A clear understanding and articulation of your target audience will help build a clear picture of who you will be marketing to and ensure that everyone is bought into a common vision:

  • Bring your audience to life - use examples and stories to describe who your target audience is, what interests and motivates them and the products, services and media they consume. It might be worth using any existing customer personas or creating a ‘day in the life’:

A day in the life persona

  • Breakdown of audience across core markets - if you work in a regional or global organization, it’s important to provide a more nuanced breakdown of who the target is across markets, with information including:
  • Your targeting approach for communications - where do your consumers sit within the customer lifecycle and what broad channels will you, therefore, adopt to engage them?

RACE planning framework - landscape

Smart Insights resource: Marketing persona hub

Budget setting

Once you’ve set out your key priorities, challenges and target audience, it’s time to outline how you will set your marketing budget(s) for the year:

  • Review plans and results from the previous year - understand what did/ didn’t work from the previous year and any new insight that could inform next year’s marketing breakdown. For example, you may have gone into last year with display as your main digital tactic for increasing conversion to sale whilst in fact the data showed that paid search generated a better return on investment
  • Align marketing activity to goals - based on the goals you set out in the ‘business priorities’ section (above), start to map out the type of activity will help you to achieve these most efficiently and effectively. For example, paid media will help increase sales immediately vs. earned media whilst email or content marketing may be worth exploring for customer retention
  • Use industry benchmarks - consider using industry benchmarks to get an indication for how competitors or brands with similar marketing goals to you are spending on marketing.

Based on a survey of over Over 4000 respondents, the eMarketing Sherpa eCommerce Benchmark Study summarised what percentage of marketing budget ecommerce brands are spending per channel based on the company’s revenue:

ecommerce budget per channel

Smart Insights resource: Marketing budget spreadsheet template

Channel planning

The channel planning element of the playbook is where you have the opportunity to outline how you intend to use different media channels to meet your business and marketing objectives based on the budget and audience insight:

  • Outline the role of channels - this should provide a top-line/ one-page summary of how your proposed role for channel align with your communications and overarching business objectives:

role of channels and communications

  • Media deep-dive - following on from the role of channel overview, go into detail for each of the main media channels to explain more about how and where these will be used
  • Guidelines and best practice - many elements of the media mix will require support and guidance from the central marketing function, especially for markets and teams which may be smaller or have less specialized knowledge. A set of key guidelines or ‘guardrails’ will help ensure that at the very least core best practices are followed to minimise mistakes and inefficiencies

Smart Insights resource: Multichannel strategy hub

Measurement

Another key aspect of any media playbook is alignment on how campaign and always-on activity will be tracked and measured. Without a consistent approach to measurement it is difficult to compare like-for-like and therefore the playbook provides an ideal opportunity to set out these common standards and guardrails:

Compare media effectiveness using defined KPIs

Go beyond measuring the volume of views and interactions and ensure you include quality, value and cost of interactions (VQVC):

  • Agree key measures to compare media based on outcomes of leads, sales or duration (for publishers)
  • Customise analytics to compare media channels with defined outcomes

Create a performance dashboard to compare media effectiveness

Use analytics and dashboards to compare channel performance. A comparison should include:

  • Agreed KPIs (see above)
  • Performance over time (particularly for always-on media), e.g. month-on-month, year-on-year (and potentially compared to previous 90 days depending on seasonality)

Run regular optimisation reviews

When always-on media is used to continuously drive and meet demand it’s important to build in time for testing and to review and set targets for improvement.

Run post campaign reviews

For campaigns with defined duration, time should be put aside to learn from previous campaigns for the future. A post-campaign review should cover:

  • Performance against target
  • Success factors learned
  • Risks and problems to avoid in future

Smart Insights resource: RACE digital marketing dashboard

Download Premium Resource – Paid Media and Digital Advertising Playbook

A playbook to help you identify the steps you can take to ensure your integrated paid media investments are successful. This paid media planning guide will provide marketers with a structured approach to paid media planning to help exploit these opportunities while managing the risks.

Access the Paid media and digital advertising playbook

12 Oct 14:59

Guest Column: Insider’s Guide to Becoming A Times Bestseller

by Alan Weiss

An Insider’s Guide to Become

a New York Times Bestseller

by Rob Eagar

Do you ever dream of publishing a business book that hits the New York Times bestseller list? Do you watch other people achieve bestseller status, such as Patrick Lencioni, Malcolm Gladwell, Marshall Goldsmith, Tony Robbins, or John Maxwell, and wonder how they routinely do it? I’m about to pull back the curtain and give you a sneak peek inside the process.

Publishing a book is one of the most effective ways to grow your personal brand as well as your consulting practice. Publishing a New York Times bestseller is considered the gold standard. The achievement can easily lead to more speaking engagements, higher fees, other book deals, expanded consulting opportunities, etc. But, how do you do it? Is it magic? Is it money? Many business consultants wonder why their books don’t make the list when they see others reach the summit.

The process may seem easy from a distance, but it’s a lot harder than most authors realize. As a book marketing consultant, I’ve helped clients hit the New York Times bestseller list three different ways, including new non-fiction, new fiction, and backlist non-fiction. In total, my clients have produced 11 New York Times bestsellers. I’ve worked in the publishing industry for over 10 years and published two books myself.

Why would I share an insider’s view? An educated author tends to be a more successful author. In my experience, a lot of solo consultants and business leaders have unrealistic expectations about becoming a bestseller. Some view hitting The New York Times list as a win at all costs game or a direct reflection of their status in the marketplace. It’s a great goal to set, and there are legitimate benefits to being a bestseller. But, before you go down that road, allow me to help clarify the details that are involved.

Hitting The New York Times bestseller list is extremely difficult, especially for business-related books. There are four lists that update each week and a business list that updates once a month. Below are the names and number of available slots for each list:

  • Combined Print & E-Book Non-Fiction list – 15 total slots
  • Hardcover Non-Fiction list – 15 total slots
  • Paperback Non-fiction list – 15 total slots
  • Advice, How-To & Miscellaneous list – 10 total slots
  • Monthly Business list – 10 total slots

When you see all of these lists and slots, it would appear that there are plenty of opportunities to become a bestseller. However, there’s a catch. The New York Times allows the same book to hit more than one list at the same time. In other words, the same 10 – 15 non-fiction books take up the majority of all the available slots every week.

In addition, most business books are limited to the weekly Advice list where competition is extremely fierce. You’re fighting for space against an onslaught of diet and weight loss books, relationship books, religious books, humor titles, celebrity memoirs, etc. The battle is like watching hundreds of people all try to cram into WalMart right when they open the doors for a Black Friday Sale.

Under that level of pressure, how does a book actually make The New York Times bestseller list? If you want a realistic shot, you must sell at least 7,500 – 10,000 copies in one week. The number needed fluctuates based on the level of competition and the amount of new releases during each week. The New York Times counts weekly sales starting on a Tuesday running to the following Monday. Also, books must be traditionally-published and sold in bookstores nationwide. Self-published titles are rarely accepted.

Think you can sell 7,500 – 10,000 books in a week? If so, don’t get too excited. The challenge gets harder. You can’t just sell 10,000 books on Amazon to people in one city, state, or region. The New York Times requires that book sales be spread across America using multiple retailers, including Amazon, B&N bookstores, Books-a-Million, independent bookstores, etc. Sales must be dispersed, rather than concentrated.

To compile the bestseller lists, The New York Times pulls a weekly sales report from a list of online retailers and bookstores scattered across the country. This secret list of stores is as closely guarded as the original recipe for Coca-Cola. Keeping that list a secret is meant to prevent authors and publishers from rigging the system. That leads to an obvious question.

Is it possible to rig the system? Yes, there have been occasions when authors used their own money to buy thousands of copies on their book. It’s an expensive process than can cost $100,000 – $250,000. The self-funded orders are processed through shady third-party companies who covertly place large bulk purchases through bookstores that report to The New York Times. Most people, including myself, consider this practice unethical, because the sales aren’t based on actual customer orders.

 

Is there an ethical, more effective way to become a bestseller? Yes, the answer is called “pre-order sales.” A pre-order occurs when someone buys a book before the official release date. For example, if a book isn’t available to buy in-store until November 1st, people can still buy the book beforehand and wait for it to be shipped. Pre-orders are usually accepted by all of the major online retailers 4 – 6 months in advance.

Pre-order sales are important for two reasons. First, publishers use pre-orders as leverage to convince retailers to stock up early on a new book. Filling the distribution pipeline before the launch date is crucial to maximize sales and boost the bestseller potential. If distribution is weak, availability runs out, and a book gets listed as “out of stock,” it can ruin all hopes of hitting a bestseller list.

Second, there’s a secret about pre-orders that many authors don’t know. The New York Times allows all pre-orders to be counted towards a book’s first week of sales. For instance, if you sell 5,000 pre-orders before release and another 5,000 copies during the first official week, your first week’s total sales will be recorded as 10,000 copies. This odd reporting method allows authors to get a head start towards hitting the bestseller lists. It’s a lot easier to sell 10,000 copies in the “first week” when you get 4 – 8 weeks beforehand to solicit significant pre-orders.

Securing pre-orders involves two major components. You need a large audience and a way to entice people to purchase your book early. To access a large audience, you can either build your own following or connect with influencers who already have a big fan base. Most bestselling authors use a combination of the following tactics:

  1. Build a large email list with at least 25,000 – 100,000 subscribers. Why email? Research shows that email is 12 – 40 times better at producing sales than all social media platforms combined. If you use social media, focus on Facebook for targeted advertising efforts.

 

  1. Speak on a frequent basis and swap out the speaking fee for a bulk book purchase, such as 250 – 1,000 copies. The bulk sale is run through a reporting retailer, such as Barnes & Noble or Books-a-Million. Then, books are shipped to the event attendees after the release date. Bulk sales need to spread across America using different retailers. If sales are concentrated to one area or one retailer, you can get flagged and banned from the bestseller lists.

 

  1. Ask business clients to buy books in bulk for their employees. I know authors who have received orders of 500 – 5,000 copies using this approach. Adding a custom cover jacket for the client or a special insert inside the book can help increase interest in this special type of purchase.

 

  1. Schedule numerous appearances with other influencers to access their large audiences. For example, interviews on well-known podcasts, TV shows, popular blogs, or video webinars allow for exponential reach. Shrewd authors develop a network of influencers who they can tap when needed to help promote a book during the critical pre-order phase.

 

  1. Create a launch team of 500 or more rabid fans who agree to conduct promotional activities in exchange for exclusive benefits. Typical activities include posting details about a book on social media, writing reviews on Amazon, forming book clubs, etc. Their efforts are rewarded with exclusive conference calls from the author, bonus content, product discounts, backstage access at events, etc.

You can see the effort involved to build an audience. But, how do you get thousands of people to pre-order a book weeks in advance? Use the power of an irresistible incentive. Give away something for free that people can’t refuse. Below are effectives options I’ve used with my clients:

  • Give away the first 3 – 5 chapters from the book in a digital format
  • Receive access to a free video e-course based on the book
  • Get signed copy of other books by the author
  • Win a free coaching session with the author by phone
  • Record a personalized video shout-out from the author
  • Offer discounts and coupons for other products and services
  • Provide entry into a private online discussion group
  • Give away a free audio version of the book

The options for incentives are limitless. However, success is based on how well you create a sense of scarcity and urgency. For instance, make sure people realize that all incentives disappear after the release date. People must feel a potential negative consequence to overcome their natural sense of procrastination. In my experience, most pre-orders still come in the last two weeks before the release date. But, that final rush can make all the difference between hitting and missing the bestseller list.

Now you know the secrets of hitting the most prestigious bestseller list in the world. If you want to become a New York Times bestseller, you don’t need a huge advertising budget. You don’t need your own radio or TV show – although that helps. Instead, you need to generate thousands of pre-orders. You can accomplish that goal by building your own audience through email, connecting with other influencers to access their fans, and offering irresistible pre-order incentives.

That’s the recipe for success. If you try those steps and don’t make it, you can always fall back on writing a diet book.

About Rob Eagar

Rob Eagar is one of the most accomplished book marketing experts in America. He’s personally coached over 450 authors, consulted with top publishing houses, and helped clients hit the New York Times bestseller list three different ways, including new fiction, new non-fiction, and backlist non-fiction. He even helped a book become a New York Times bestseller after 23 years in print! For free resources and details about his consulting services, visit: www.RobEagar.com

 

The post Guest Column: Insider’s Guide to Becoming A Times Bestseller appeared first on Alan's Blog.

12 Oct 14:59

The "Help" You're Giving Your Reps May Be Dropping Their Close Rates by 12%

by Brent Adamson

How much of today’s well-intended sales “enablement” actually enables seller productivity? The answer is both surprising and frustrating.

At CEB, now Gartner, we often refer to today’s sales environment as “The World of More,” spanning more people, priorities, perspectives, processes, and procedures than ever before. All translating to increased “seller burden” as reps struggle to simultaneously manage greater solutions complexity, organizational coordination, and customer dysfunction.

Sales leaders often tell us they’re looking for a “quarterback" or “general manager” more than a traditional seller -- someone who’s can both sell effectively and manage all those different flavors of “more.” Because all of this “more” is killing productivity.

So how do we decrease seller burden in the World of More? Typically, the answer is: More help. In fact, lots of help.

If reps struggle with product knowledge or solutions integration, we add sales engineers and additional marketing collateral. If they struggle to design profitable solutions, we set up deal desks, legal support teams, cross-silo integration protocols, executive sponsors, and additional subject matter experts. If reps struggle to understand customer issues and opportunities, we provide technology and tools to integrate data, offer guidance, create connections, tailor talking points, and even suggest next steps. The list of modern-day enablement opportunities is seemingly infinite.

A recent survey from CEB, now Gartner, found 98% of senior sales leaders were investing more in sales enablement resources than in previous years. And our hundreds of interviews with sales leader tell us the same thing. We’re fighting “more” with more. All with the best of intentions, of course: To boost rep productivity and increase sales.

But many reps find this “support” far less helpful than leaders intended. Three in four of the 2,000-plus B2B sellers said increased sales support wasn’t reducing complexity, but increasing it.

From a rep’s perspective, the very thing designed to make selling easier has made it harder -- a phenomenon especially frustrating to sales enablement executives that are bombarded nearly every day by front-line seller requests for “better tools” and “more help” because the resources they’ve been provided so far “aren’t really what we need.”

But if we were to look at things through the reps’ eyes, it’s no wonder they’re frustrated. Have you ever stopped to calculate all of the “support touchpoints” your reps must typically navigate in any given month simply to do their job? We have. And it’s eye-opening.

To find your own number, simply multiply the number of opportunities an average rep in your organization pursues in a month by the number of internal stakeholder interactions each opportunity typically requires (e.g. two meetings with specialists, one with a sales engineer, two with legal, one with finance, two with implementation teams, and so on).

Separately, multiply that same number of monthly opportunities by the number of different tools, websites, systems, platforms, databases, and apps your reps typically consult across a given opportunity. Then take those two results and add them together. That result will help you approximate the total number of internal touchpoints sellers normally encounter every month.

For most companies, the result ranges from the mid-hundreds to well over one thousand. Indeed, when you first see it, the number seems impossibly high. But stop and think about all of the internal people and systems sellers must touch every day (in person, through email, on CRM, over the internet) simply to do their job. Some of those interactions may be very brief, even easy -- but there are a lot of them. And if we think about those touchpoints less in terms of time and more in the mental energy necessary to shift from resource to resource across one opportunity to the next, all in a typical day, it’s exhausting.

This is what happens when we support sales in the World of More with yet even more. And the potential costs are huge.

We modeled the potential drop in sales conversion rate created by the burden associated with high levels of internal complexity. Controlling for both individual and organizational differences, sellers working in high burden organizations have a 12% lower conversion rate.

That loss stems from two underlying problems. First, reps in high-complexity organizations simply get less done -- and less sold -- in the same amount of time. They're slowed down by an inefficient organization.

Second, high seller burden harms motivation. All that coordination, navigation, complication, and frustration often leads reps to simply give up or check out. Instead of coming to work every day ready to do battle, they’re simply muddling through the next hour, looking to survive another day of defeat, working for an organization that seems to “just not get it.”

Seller burden, in other words, isn’t just unproductive, it’s actually counterproductive. Far beyond failing to boost productivity and value, complexity actually destroys it. It prevents a sales organization from reaching even a neutral level of performance, let alone maximum productivity. And that counterproductive impact translates to direct and indirect costs in terms of time, money, resources, talent, retention, effort, morale, you name it. Let alone the opportunity cost of the 12% of business that failed to convert.
And yet, it was all done with such good intentions -- to better support the complex sale.

How do we decrease seller burden while simultaneously pursuing increasingly complex sales? The answer isn’t to do more. It’s actually to do less. A lot less, in fact. It’s a solution we call “Ruthless Simplicity.” And we’ll dive into that in the next post.

Until then, we all have that experience of providing reps with support only to find that they “still want more” or it’s “not really what we need.”

HubSpot CRM