BATTLE of wills: Marketing and Sales

"I have never worked a day in my life without selling.  If I believe in something, I sell it, and I sell it hard."
 
 


 
I read an article today on Linked In by an author whom I respect and often read articles by:   Daniel Newman.  He had some great insight when the Marketing and Sales departments don't mesh Linked In PULSE.   

 
 
Good on Daniel Newman for bringing this to light.  Organizations should pay heed to his advice.  They are often not aligned, in my opinion, because they don't have the same accountability metrics.  Marketing generates leads and sales complain that they're weak.  There are multiple branches under each organization, or should be, so that the strengths of each or highlighted.  i.e. Sales are looking for high valued customers that takes focus and commitment to win while Marketing brings brand awareness and the leads generated could be pre-qualified before being handed over to sales. 
 
I'm always thankful when more prolific authors write about something I have a long time ago (without the clicks or attention). 
 
I wrote in October 2011 on everyone needing to get on the same page:  I had written succinctly:  It all comes down to hunting (catching), farming (sowing) and then cooking (customer service) and delivering (operations).
 
I am going to side with sales on this debate simply because "sales" seems to be a catchall title Responsibilities evolve depending upon who the person is selling for, what the organization's definition of sales is, or who is selling.
 
Why?  Because I have found across the years, that most people in organizations consider "anyone who talks to a customer is in sales".  That is just wrong - everyone in every organization should be talking to customers. 
 
To reason why this attitude is fragmenting companies and scattering the focus of its sales professionals.  A really cold lead generated from an inquiry from your website is not something that you automatically hand over to sales.  If you want your sales to increase, they need to focus.  You can't expect them to be running around like a dog chasing its tail following up every single slip of napkin with a name on it as sales lead. 
 
To help this debate, everyone needs to get at the table (again) with a flip board.  If you're the business owner, don't delegate this to someone else.  If you end up refereeing between marketing and sales, it is your own fault for not clearly outlining what is expected from marketing and sales. 
 
What is marketing's job?
  • branding
  • sales material
  • direct mail
  • website
  • generating leads
  • social media
  • communications with customers
  • promotions or programs to create sales leads
  • increase awareness
  • advertising campaigns
  • telemarketing campaigns
  • email campaigns
What is sales' job?
  • hunting for new business
  • visiting/servicing existing customers
  • following up ALL leads
  • following up pre-qualified leads
  • solving issues by customers
  • chasing past due accounts
  • networking
  • communications, writing, proposals
  • securing and responding to RFPs (requests for proposals)
  • solving billing issues
  • cold calling
  • completing weekly, daily call sheets for management
  • scheduling appointments with decision makers
  • forecasting revenue from accounts, prospects, suspects
  • projecting new sales opportunities
  • keeping CRM (customer relationship management) systems up to date
I hope you get my drift ... if you bombard sales with so much on their "to do" is it any wonder that they're unfocussed, scattered and unable to plan carefully where their next activity will be.  Depending on the company, the frequency of responsibility can vary as well. 
 
 
 
If you want sales to focus on driving new sales from high valued customers, why would you have them pulled in so many directions at the same time and by so many people?
 
Successful sales organizations have a structure and tiered system on which to handle incoming inquiries, issues, soft leads, etc.  They understand that their sales funnel has multi-levels and should be handled by the right people, with the right skills, at the right time.  Distinguishing deal seekers from customer relations is critical.
 
I wrote this so you can begin the conversation.  Whether you are launching a new business with a sales arm and marketing arm, carve out the expectations and responsibilities for each activity.  Don't just have sales forecast revenue, have marketing predict leads to be generated.  Have them assign a dollar amount but don't just have it as an amount in a column in a month.  Do follow up on a quarterly basis to monitor who is blowing smoke up everyone's hinds.  Far too many fall for great numbers without comparing with actuals. 
 
 
 
Don't fall into the trap that a sales pro who generates a lot of activity is doing you any favors.  That is done so that you will be distracted and think they're doing amazing work for you, until you look at your actual revenue graphs.  Show them who's the boss in a way that you lead in a way that gives your team to perform while you hold them accountable.
 
 
 

Becoming optioneerJM: Celebrating five years in the making


Gratitude has no time limit and I have certainly tested that theory.  May commemorated my fifth year on social media.  Since 2010, there are key individuals that I would like to recognize for having helped me on my learning journey.  Instead of me writing, I asked a number of questions for them to answer to give perspective from those who were instrumental to me by mentoring, guiding and leading by example
 

The people who I would like to express my deepest gratitude for inspiring, guiding, and supporting me every step of the way are:

Libby Baker

Donna deMan

Joseph Gear

Sandy Hubbard

Mike Lehr

Leanne Smith

 
Instead of me writing, I asked a number of questions for them to answer to give perspective from those who have been instrumental along my learning journey.  I asked them to answer the following questions to share who these talented mentors are.  Rather than me just blogging on in my own words, their words and perspectives were important.  It celebrates my launch into social media and my evolution as a Blogster.  It gave me the opportunity to get their insight for my readers to learn from:

1)    Is Social Media your primary source of income?

2)   How social media has helped you in your career/business?

3)  What was the first piece of advice you were given that was instrumental in your jumping in feet first?

4)  Is that advice still true today? If so, why? If not, why not?

 

After 5 years of observing my evolution as a Blogster writing about business, leadership and sales,  I took the opportunity to ask for their opinion on how they think I’ve progressed (or whether I have) for my readers to learn from:


5)   What is your perception of who I am, what my social media presence is, and what value, if any, is gained from my precense and/or reading my blog?

6)  What one word phrase/word comes to mind when you see: optioneerJM (either on Twitter, FAcebook, G+, Linked In or Blog)

7)   What do you think I should focus more on to create better value for my readers of my Blog? aka what do you think are "HITs"?

8)  Anything else you may like to add.

 
And to take things in a completely off the grid, I asked:

9)  If you were an animal, what would you be?

 
 

Libby Baker

If there is one thing I would like to impart as you celebrate your five years on Social Media is the thing I think of when I see what we have in common as people and how we live our lives out on Social Media . . . That we are following our Passion. In everything we do whether as Jeannette Marshall @optioneerJM, Libby Baker Sweiger or @libbytalks, when the other shoe drops, when people see the end of the story, whether we are talking about our Social Media efforts that day, that week of that month, IT IS Passion. That has characterized my efforts from the beginning and growing a Twitter account called @libbytalks to three businesses: LBS Consult: A Social Media Business which helps individuals and small businesses navigate the rocky waters of social media ~ Living Above the Madness: in which I put out a paper on Twitter each day to help fight the Stigma of Mental Illness, especially bipolar disorder, the inconvenience I battle daily. Sometimes I bite the bear, sometimes the bear bites me, but I carry on!

To my latest business Joyous Art Design (art shown above) in which I have thrown all caution to the wind, tried two separate website platforms and now am building the third: my business on #etsy and a new Twitter Account called @LibbyBakerArt. We will continue to forge ahead and not give up because it is not in our natures to do so. I know it is not in mine. Yes, I am a Sole Proprietor three times over for the State of Minnesota. My Income Taxes are complex. I'm not breaking the bank. Living Above The Madness should be a non-profit. But I have not yet had time to make it so. When I get the time I will speak for the National Association of Mental Health as a volunteer. When I get more time, I will work full-time for a start-up client of mine who will be soon ready to hire me as a Social Media Team Lead (I hope). When I get more time I will paint more. And when I get more time I will publish on of three books I have finished.

Passion, Jeannette is the key to life and the key to inspiring others on social media. For me my passion is inside of me and comes from my Creator. It spins around and around and builds from the fascinating people like you I meet every day, bouncing ideas off each day. A tremendous source of passion online are the members of #UsGuys, social media group on Twitter and Facebook who I interact with more as individuals now and less as a group, like I did a few years ago. But if anyone is ever looking for passion online they need only look up the #UsGuys hashtag! God bless you for asking for my feedback on your fifth year dear Jeannette. Have a wonderful next five and let's try to talk at least every week of it! Love you! Libby 

 

Donna deMan

I myself have not used social media as a primary source of income but consider it a tool that I use in my career daily. Really social media is indispensable today in every career if you are going to be successful.

When I first started using social media it was in its early stages and I really just was interested in looking at something new, how to use it and what areas I could apply it to. It was about keeping ahead of the technology wave and to also help students and others understand the power of this tool to helping them in their careers.

Today I think that social media is more important than ever in this fast paced technology world that touches every part of our lives. Some think this is good and some think it is bad. Want the latest weather report, most recent research information on medical advances and treatments, recalls on vehicles or food, update on local sports teams or the ability to reach friends and family in war torn regions or areas effected by extreme climate occurrences - it's social media! That's where people now turn for immediate information that would have taken you a very long time to get before the advent of social media. Like it or not social media is here to stay.

Jeannette, you have always been a giver and through social media you have continued to inform, educate and help people to improve themselves with the wealth of knowledge that you share through social media and your blogs. What comes to mind when I see OptioneerJM? Mrs Social Media! What is she going to share with me today that she feels will be of interest to me and will help me in my life - not  just my career but in my life in general.

Jeannette, keep on doing what you are doing and evolving with the industry. You are no longer in the infancy stage of social media and your skills keep evolving as the industry changes. Just keep on learning and embracing all the new avenues of social media and sharing the info with anyone who wants to learn something new or just keep up with the world in general. It's all about sharing and paying it forward and you have much to share.

As for what animal...........I'm really not sure and probably it would be a beaver - I am Canadian and proud of it!. 


Joseph Gier

1)    Is Social Media your primary source of income?
No, I think Social Media has been a little difficult to focus on as a full time income source. I am still sort of dabbling in it. I still believe that it has great promise patricianly with the sound employment of strategy, workflow, measure of analytics and most importantly execution 

2)  How social media has helped you in your career/business?
Yes, I think so, to pretty significant degree. If nothing else it has allowed we to take my consultant practice to consider new directions. From execution of services to offering advice to clients, to being able to network and study new processes and technologies.

3)  What was the first piece of advice you were given that was instrumental in your jumping in feet first?
Well, I am not terribly impulsive but as an entrepreneur (of sorts) , I think the best advice I was given is to remain flexible and open minded, the complexion of Social Media, Marketing and technologies have changed in the last five years significantly and I expect that they will change even more. I think that in general that we all should adopt standards if nothing else for interoperability and common function of technology and assets. One thing will never change in my mind that the ability to interact and engage with people in a sincere and genuinely organic manner are the important asset you have. 

4)  Is that advice still true today? If so, why? If not, why not?
I think it’s still true but like anything the mindset is dynamic and it evolves. I think if anything its more true as my observation have allowed me to see the “dark” side of Social media executions and some of the more absurd technology implementations. Things like Automated social media responses, poor staffing and training of social media personal, and trivial analytical metrics like KLOUT scores.( my opinion, your results might vary (smirk)
 

5)   What is your perception of who I am, what my social media presence is, and what value, if any, is gained from my presence and/or reading my blog?
I think you have a large presence, at least in my Social Media universe. I have gleamed a good many insights from reading your commentary and posting on various SoMe platforms. You have done a great job integrating the tweet, the comment, the post and the long form with the tools and platforms at your disposal.
 

6)   What one word phrase/word comes to mind when you see: optioneerJM (either on Twitter, FAcebook, G+, Linked In or Blog)
I see you more on Facebook and G+ than anything else. I really enjoy the interactions. It is understandably difficult to cover all the platforms but I do enjoy seeing your work out there.
 

7)   What do you think I should focus more on to create better value for my readers of my Blog? aka what do you think are "HITs"?
I think that variety of subject matter is always important while value is important, you post on things that I am interested in, anyway.
One thing that might be of value is to segment and explain social media concepts at different levels since most of us have learned the craft as a matter of experience (a lot of trial and error). It might be help to start “codifying” best practices and flesh out the less obvious foibles of social media.. even concepts of strategy and planning, concepts of campaign executions, coordination with non SoMe counterparts, helpful technologies. Soft legal stuff like dos and don’ts in content management. And the like.
 

8)  Anything else you may like to add.
Well, I am a talkative guy, I could speak all day about these things. 
 

9)  If you were an animal, what would you be?
Wolf or Prairie dog.. Depending on the time of day (smirk)


Sandy Hubbard

When Jeannette Marshall and I were getting started in social media many years ago, businesses did not see the value in Twitter or other channels. Today, social media has a direct impact on my business. I chat and network on Twitter and then strengthen those connections on LinkedIn. Clients find me due to the keywords in my profiles and also through referrals. I work to be helpful to printers who are getting started with marketing or trying to manage their growing companies. Being a good social media citizen is part of the fun and reward of online networking. I've also made many close friends who I get together with "in real life." I feel lucky that social media is a path to business and friendship. It has definitely enriched my life.
 

Mike Lehr

1)    Is Social Media your primary source of income?

No.  I have a consulting practice that puts together project teams to address change management related events.  Social media is not my primary source of income.  Still, social media has helped establish credibility within my referral network mainly by driving visitors to my blog.  I got involved with social media after people who liked my ideas and had been telling me for six years that I should start a blog.  Doing that made social media a good tool to drive traffic to it.  That advice is still true today.  I can see the effect of it on visitations, and when I am in touch with my network.  The blog becomes an online training and coaching aide.  It is also helping me get back into public speaking.

     2) How has social media has helped you in your career/business?


It has helped me more locally establishing more credibility for my consulting practice.

5) What is your perception of who I am, what my social media presence is, and what value, if any, is gained from my precense and/or reading my blog?

My perception of you is an upfront, sincere and wise person.  Well, you did give some good advice on getting me more involved with social media.  It was helpful because many friends and colleagues hadn’t really invested much time in it as the time.  I had to seek outside help and advice on it.  When I see optioneerJM, I know I can trust the source.  You are someone who vets out material very well even if it’s not your own.  I don’t know what you should focus on.  I tend to like more business-related issues especially when it has a psychological or tips bent to it.  That’s why I like most of your sales posts.  It does seem though you have gotten away from it, but I understand everyone needs to focus on what they like.  That usually drives our passions.
 

9)What animal?

A human, we tend to forget we are animals too. As a result, we don’t understand why we do many of the things we do. We only think we do.


Leanne Hoagland-Smith
The People & Process Problem Solver

Since social media is a marketing channel, it indirectly provides income by building credibility over the last 10 years and directly through some passive income streams on my website. I would say for me social media has dramatically improved my business results by building a variety of communities to avid fan club of small business owners and business leaders. The first piece of advice was you must engage and do a lot of quality writing that differentiates you from everyone else. During our time of knowing each other Jeannette, I know you to be an authentic leader who looks to think ahead of the flow and support other like-minded individuals on social media. When I think of you I just smile and I am grateful for our professional relationship. Since I believe we cannot create value, my sense is to continue to connect to the value drivers facing mid-size to small businesses. These value drivers continue to return to how to unite people and processes to work with the barrier to the trends in the marketplace. My only advice is remember as you noted in this blog about time. Slow and steady wins the social media race. Far too many business people start off like the hare and fade like a falling star. As to an animal, that would be easy, an Arabian horse due to its beauty and more importantly its endurance.





I am truly blessed by the sphere of influence and positive professionals who I surround myself with
 
I am sure you will agree.  Take my advice and learn from these pros.  One major lesson to be drawn from is  that you cannot take anyone for granted, nor assume a connection is a connection, unless you actually interact.  Helping or mentoring is a bonus to be shared and accepted.  There are many others who have helped and guided me on this journey.  I won’t mention them only because they didn’t have a chance to respond.  They should know who they are because I reached out.  Summer holidays, travel, work and BUSYness didn’t allow the response. 


I thought I should include my own answers to the questions to be fair:

1)    Is Social Media your primary source of income?
No.  I did have an opportunity to expand a major, best-selling author’s social media presence though.  I have done gratis work helping a relative’s business and as a volunteer advisor for a professional technical group launch into social media, guidance, and leveraged my influence to elevate their own presence.


2)  How social media has helped you in your career/business?
No.  Not directly.  It is a hobby and an outlet to share my own experience from consistently rising to the top in sales, business development and establishing start- ups.  Social media lends new experience and knowledge avenue while leveraging what I have learned from operations, leadership and business roles. 


3)  What was the first piece of advice you were given that was instrumental in your jumping in feet first?
Be there or be square.  I was hesitant and fearful that it would be associated with being considered a time waster.  Again, my own personality swayed me to:  if you don’t understand something, before you become rigid in your opinion, you should take the time to learn more about it.   


4)  Is that advice still true today? If so, why? If not, why not?
Of course it is true.  I may have been called “goodie two shoes” once or twice but never square!  I’m appreciative to have gotten to know a number of early adopters of social media.  It is cool to see some turn it into business opportunities as bloggers, speakers, trainers, content developers, marketers. 

 

5)   What is your perception of who I am, what my social media presence is, and what value, if any, is gained from my presence and/or reading my blog?
I have learned from the best.  I am like a sponge, constantly ready to soak up great advice or observations from successful social media personalities.  I also have learned from the shortcomings I perceive in others. 

 

6)   What one word phrase/word comes to mind when you see:

A positive, smart, savvy, energetic lady who likes to curate remarkable articles, images, photography, art.  What I am drawn to, I share.  Simply because I think if I like reading this article or find that newsworthy, or something we can learn or benefit from … others will agree and click on it and perhaps share it.  I don’t do it so that it will get noticed, that is a bonus.  Sounds a bit self-centered, but it is more giving from my outlook.  As I grew from 1 to 5000 to 10000 followers on Twitter, I avoid the attitude that I’m more important than anyone else.  It takes commitment and time to acknowledge others and continuously be humble or gracious by others. 

 

7)   What do you think I should focus more on to create better value for my readers of my Blog? aka what do you think are "HITs"?
My biggest read is one on sales.  Someone asked and I gave permission for it to be used as a chapter in their e-book on how to hire sales professionals.  It really was based on sales conversations that are ongoing among executives with their sales managers, sales managers when hiring sales professionals:  Hunter or Farmer:  What type of sales professional do you want? I think it continues to be popular because it constantly goes around in circles in organizations. 

Forecast, Project or Dartboard?  Took a look at the struggle organizations, their operations and the demands on sales pros to provide solid predictive projections on sales revenue.  I had the experience of speaking to heavy investment scrutiny and had to answer:  where will your customers come from?  The article stemmed from trying to answer this question and help organizations formally do so as well.  Large success enterprises I have worked for have it ingrained and you can’t go a day without considering your actions on impacting it.  I drew from when I’d launched a national magazine, telecommunications company and jump-start a faltering operations.  It goes with the magnetic quote:  If you fail to plan, you plan to fail.

 

8)  One thing that might be of value is to segment and explain social media concepts at different levels since most of us have learned the craft as a matter of experience (a lot of trial and error). It might be help to start “codifying” best practices and flesh out the less obvious foibles of social media.. even concepts of strategy and planning, concepts of campaign executions, coordination with non SoMe counterparts, helpful technologies. Soft legal stuff like dos and don’ts in content management. And the like.

 

9)  Anything else you may like to add.
The insight and recap from asking for opinions from others and my own reflection has definitely given me more ideas to blog about later on.

 

10)         If you were an animal, what would you be?
     A dog.  Like my own border collie, Buddy.  He is really smart, adoring, friendly, loyal and protective of his own.  He is a beautiful breed by both character and      appearance yet it is his character and personality that draw others to him.
 
 
 
I am looking forward to the next five years and excited by what will unfold, who will inspire, help and elevate me.   Among those in this blog, there are several others that boost my journey every day.  Thank YOU!