Category Archives: Marketing

The legitimisation of Sales Strategy

sales strategy

The 10th Sales Trend for 2014 is ‘The Legitimisation of Sales Strategy’ Having a sales strategy is now of vital importance to the survival, growth and profitability of any organisation. Yet Sales Strategy, as a business discipline, has been poorly understood by sales managers and executive leadership teams alike, and rarely, if ever, executed well […]

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Sales Trend 5 – The move to Micro Sales Segmentation

micro sales segmentation

Since 2009 we have been publishing our Annual 12 Sales Trends reports. It has been very interesting to see the speed at which these trends are taking hold and becoming the new normal in business. Here is the fifth Sales Trend for 2014 – The Move to Micro Sales Segmentation. In 2014 sales teams are […]

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Marketing (as we know it) is dead


The final Sales Trend for 2013 is ”Marketing (as we know it) is dead” but you probably already know that given the rapid changes happening in our markets. Traditional marketing, i.e. advertising, PR, branding and corporate communications, has become little more than an expensive, very often valueless mass communications methodology and has failed. Marketing has […]

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7 differences between Sales and Marketing

Sales & Marketing business signpost

If any business is going to thrive in the 21st century it’s vital that we all have a clear understanding of how Sales and Marketing can work effectively together in our businesses. For too long, there have been unfruitful turf wars between sales and marketing teams. For too long, too many people have been fooled […]

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If you’re a sales person you should be a brand leader


In the last 40 years the concept of branding, as a means of differentiating one company or product from another, has become an important and powerful marketing tool. Enormous sums of money, and extensive executive time has been invested in developing and promoting brands, and making sure that more buyers were aware of the value […]

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Delivering “good service” isn’t enough!


I was impressed by a brief, but excellent ABC News Video on the impact of social media on a business’ reputation and brand, especially when things go wrong and that to reduce or eliminate any negative publicity issues to begin with starts with something rather old fashioned – delivering Service. This got me musing about […]

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Brand your Salespeople


Have you ever asked your salespeople what your company’s brand means? Chances are you will get different answers from different people – and chances are none of their answers will be entirely correct either. In spite of the investment many companies make on developing and promoting their brands to their customers, little is done to […]

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Customer Satisfaction & Retention Booster


It is five to ten times easier to keep a customer we have than to get a new one – so taking customer satisfaction and retention seriously should be serious business. We already have the most powerful marketing tool to boost customer satisfaction and increase customer retention, as well as improve employee morale and develop […]

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From Mass Marketing to Markets of One

kaleidoscopes - segmentation and/or fragmentation

”Move over mass marketing welcome to fragmentation and segmentation” was voted by our readers as the third most important sales trend in Barrett’s 2012 Sales Trends Report. Market fragmentation and segmentation is well and truly taking over from Mass Marketing society’s staple way of communicating with buyers for over 50 years. So what will this […]

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