Marketing Management Feed

How Marketing Gets A Blank Check! Matt Heinz tells how on SalesPipeline Radio

                                           

                                    

Matt Heinz and Sales Pipeline Radio producer, Paul Roberts talk about Profit Center Marketing. Here's how you know if you are doing it right.

IF you can related to any of the next three points, it's time to make a change:

  1. If your marketing team is more focused on picking the right t-shirts for an event, rather than driving opportunities into the sales organization.
  2. If your marketing department resembles an arts and crafts department.
  3. When you report on operational metrics as opposed to business metrics.

Why it Matters!

"What do we have to do to get a blank check from the CFO of marketing? 'Give me a dollar and I'll make you three'   THAT will gain their interest and they will then ask, ' How long can you do that? Can you do it every month?'   THIS is how you get the blank check".

Matt Heinz,  CEO Heinz Marketing

CEOs don't care about clicks and retweets, about your open rates and probably don't care about your qualified leads. So changing the thinking to become a profit center requires this question:  What do we have to do to get a blank check from the CFO of marketing? "Give me a dollar and I'll make you three." THAT will gain their interest and they will then ask, "How long can you do that? Can you do it every month?" THIS is how you get the blank check.

Keep listening. Matt will give you a to-do list to head toward this goal.

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Revealing 10 Ideas for Junior Team members to contribute and benefit all.

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Bored employees are unhappy employees and build resentment in other team members. Your junior level, interns, assistants want to HELP the company and show their value, but sometimes there are lulls in projects, timelines and business so they are unable to do their "usual" tasks. Time to get them on catch up duty that will help marketing and sales be more efficient. Every industry will have different tasks, but these are pretty basic items that can help all companies streaming file searches, website SEO and social media.

Continue reading "Revealing 10 Ideas for Junior Team members to contribute and benefit all." »


Cartoons for the Weekend: The Best Marketing Humor!

 You have permission from the Sales Lead Management Association and the Cartoonist, Stu Heinecke to copy and distribute these cartoons as is with attribution!

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Stu-no-time-skydiving
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Stu-leaving-it-all-behindStu-jimmy-we-need-more-leads 20120828-maestro20120621-rockstar
Send this link to a deserving marketer!  God knows we need humor in this job>

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51p7FjMDNqL._SX329_BO1,204,203,200_Cartoons by Stu Heinecke author of How to Get a Meeting with Anyone, Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. 

Available from Amazon. #1 Best Seller in Direct Marketing

This blog is supported by the generous sponsorship of ClickPoint Software, OMI - Outward MediaVanillaSoft and Goldmine CRM Software





Sales Lead Management Acronyms

AcronymsThese acronyms have been chosen because in some form they relate to the subject of sales lead management.    

ABC: Always Be Closing 

ACV: Annual Contract Value

AE: Account Executive

AIDA: Attention, Interest, Desire, Action

AM: Account Manager

AOV: Average order value

ARPA: Average MRR (monthly recurring revenue) per Account

ARR: Annual recurring revenue

Continue reading "Sales Lead Management Acronyms" »


Cartoon for the Weekend: Marketers Create Wealth

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For those of you following the SLMA, you know that we discuss how pound for pound we believe the marketing people create more wealth than anyone else in the company.  Yes, anyone is the correct word.   Marketers create the demand, the preference, and the leads that turn into revenue.  

Why it's Important:

"If you want to build wealth and revenue, hire a marketer.

 Pound for pound they create more revenue than anyone in the company."

Sales Lead Management Association

Continue reading "Cartoon for the Weekend: Marketers Create Wealth" »


Cartoon for the Weekend: The Case for Marketing Operations

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There is a reason why marketing operations,  as a department under the direction of marketing management, is becoming a common need. Maybe its time you consider it!  Few can deny that this department and what it manages has a direct impact on revenue results.

Why it's Important!

Few can deny that Marketing Operations and what it manages has a direct impact on revenue results.

Sales Lead Management Association

 

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51p7FjMDNqL._SX329_BO1,204,203,200_Cartoon by Stu Heinecke author of How to Get a Meeting with Anyone, Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. 

Available from Amazon. #1 Best Seller in Direct Marketing

This blog is supported by the generous sponsorship of ClickPoint Software, OMI - Outward MediaVanillaSoft and Goldmine CRM Software

 

 


Free tool for generating and tracking UTM codes from Confluent Forms

With all of the content we generate, share and publish we need to know what is effective and where we are wasting our resources. Some people rely on straight clicks, shares and venue analytics - such as that on Facebook or Pinterest. KPIs don't always relate back to your business goals of conversions, subscribers and impact.  Lany talks about business proof vs. social KPI. UTMs (Urchin Tracking Module - the precursor to Google Analytics) allow you to be smarter with your time invested. But that only tells part of the story. It doesn't tell us what happens next with that shared bit of content.  Are you gaining more subscribers through the sharing of your content, and then the next level of sharing? Without a better way to track the full journey, you won't know. You need to know where they are coming from, and what is having the greatest impact. That's where UTM links come in. 

It used to be you had to go to a special site to generate the UTM tracked link through the browser after you copy and paste. This was a cumbersome process that usually didn't happen due to laziness, shortness of time or just forgetfulness.  David Kutcher has a 15 minute lesson on how UTM codes can improve your marketing.

Continue reading "Free tool for generating and tracking UTM codes from Confluent Forms" »


Using Cybersecurity to Drive Lead Generation and New Customer Acquisition in the MSP World

MSPRadio is a program on the SLMA Live channel.  Msp-radio-itunes-icon_whitebackground

There’s a lot of talk among businesses about the topic of cybersecurity and how to make sure data and networks are secure. This is an opportunity for MSPs, but how can you take part in the conversation and use cybersecurity as a way to generate new leads and and acquire more customers?   Click to listen below.

On this episode of MSP Radio, we chat with Matt Hubbell, Regional Sales Manager at Continuum, about how MSPs are leveraging cybersecurity in their sales and marketing campaigns and using the topic to engage new prospects and close more business.

The hosts are Nate Teplow and Joe Tavano. 

Tune in now to find out how you can leverage cybersecurity in your lead generation efforts, and don’t forget to visit the new home of MSP Radio and The Continuum Podcast Network: www.continuum.net/podcast.

Have questions or comments about the show? We want to hear them! Email us at mspradio@continuum.net

 This blog is supported by the generous sponsorship of ClickPoint Software, OMI - Outward MediaVanillaSoft and Goldmine CRM Software


The Power of Planning: Getting What You Asked for!

Tom and I met at a Sushi restaurant, something we’ve done once or twice a year since I consulted with his company on sales/marketing and planning several years ago.   Tom is his company’s VP of Operations, and we try to meet regularly to discuss the company’s progress, but we had not had a meaningful discussion in nine months.IStock_000007274585Medium signs

Two years ago I moderated their sales and marketing plan.  The end result was a full Strengths and Weaknesses, Opportunities and Threats (SWOT) assessment, a plan with Goals, Objectives, Strategies and Tactics, etc.  As we started in on our pot sticker shrimp appetizer, I handed over the planning document and asked him, “Well, will you make the $X Million product goal for Z Product and $X Million for Y Product this year, as set out in the plan?” 

He smiled as he took the document, looked at the goals and said, “Yes, we will make these numbers.”  He beamed, and then looked more deeply into the plan. 

As he flipped through the pages he said, “Of course we worked the plan in the months after the planning meeting, but the review meetings faded away as everyone got busy.  Yet, as I look through the tactics, I see that even without the review meetings most of it got done, and here we are at the two-year mark having made goal. That’s neat.”

I chalked it up to an example of the power of positive thinking and putting that thinking down on paper.  It’s the power of getting a team to think together and explore the company’s strengths and weaknesses, while identifying opportunities and threats.  It’s the power of creating goals, objectives and plans to accomplish it all, with assigned tactics and dates for completion. 

Having review meetings is helpful, but it’s the thinking and the recording that make a difference.   It’s having tactical assignments along with corresponding dates and the names of those who are responsible that makes it work.   It’s the power of team thinking.  

But ultimately, Tom and I agreed, it’s the power of planning.  
 
Its that time of the year to create your own plan.  Create a SWOT (strengths, weaknesses, opportunities and threats) document.  From that create your goal (usually 2-3 years in the future), then create the Objectives, Strategies and Tactics.  All tactics need a person responsible for its achievement and a date for completion.  No exceptions.  
 
Tomorrow, another planning entry: Creating the marketing plan based on a sales lead forecast. 
  

 This blog is supported by the generous sponsorship of ClickPoint SoftwareVanillaSoft and GoldMine CRM Software