News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Derek Klobucher, SAP / Forbes / September 11, 2013
Nothing happens in a vacuum, so this is no surprise. Business-to-business (B2B) buyers shop online in their free time, taking advantage of quick and easy ways to research and purchase via the Web.
These corporate shoppers now expect the same convenience from their workday purchases. But business-to-consumer (B2C) Web sites exist to guide customers all the way to the sale, while B2B sites merely aim to generate leads, according to content marketer Alex Charalambous.
“Many B2B companies don’t know where to begin or how to capitalize on the power their Web site could have with an online marketingRead More
Christopher J. Bucholtz / CRM Buyer / August 2, 2013
A salesperson at a software company is going to be celebrated internally and rewarded financially for landing a new 10,000-seat customer. How much reward goes to the team that keeps five or eight or 10 similarly sized customers happy, satisfied and contributing to the bottom line for another year? Not much. They’re just doing their jobs, or so some would say.
If you want glamour, status and prestige within your company, go out and get new customers. If you want to stay in business, specialize in keeping the ones you have happy and loyal.
Customer retention isn’t flashy, and it doesn’t
Jake Jacobson, vice president of sales, Premier Window & Building / REMODELING / July 15, 2013
Plenty of people offer plenty of theories about what exactly selling is. Here’s my theory: Selling is about persuading someone to make a decision.
Trying to sell a job in one call isn’t easy. You’re there to get a decision, and it’s human nature to procrastinate. The bigger the decision, the more likely prospects are to put it off.
The sales process itself sets you up for this. If you’re selling the way you should be, you’re asking a lot of open-ended questions. You reach the end of your presentation and move to close. Now you’re asking a question that’s not open-ended but requiresRead More
Brendan Cournoyer / Content Marketing Institute / June 20, 2013
During a recent content marketing event in Boston, a panel member posed the following question to the audience: “How many of you believe revenue is the ultimate goal of marketing?”
While a number of hands flew up immediately, I was shocked by how many in the crowd remained motionless in their chairs (and as it turned out, so were the panelists). After all, if your marketing isn’t primarily geared toward increasing sales for your company, then what’s the point, right?Read More
Most marketers sit down every year to come up with a marketing forecast. Usually it’s used to justify budgets and to allocate resources for the coming accounting period.
But as sales cycles become increasingly complex, with better analytics at every stage, the marketing forecast can also be used to prove marketing’s overall value to the bottom line.
In this context, it’s crucial to differentiate between the marketing forecast (which predicts the impact and value of marketing activities) and the short-term sales forecast (which predicts the dollar value of sales in a