“Is this prospect actually a good fit for us?” It’s a simple but challenging question that becomes a repetitive, internal dialogue as sales reps evaluate whether or not the prospect they’re speaking with is the right sales opportunity to pursue.
It’s that time of year again; when we clean out the old to plan and make room for the new. “Spring is the time of plans and projects.” –Leo Tolstoy This applies to a variety of things in your personal life like clearing out your closets, renovating an area of your home, or planting new seeds in your garden.
I have a confession to make: I have a problem with Retail Therapy. Sometimes, I get happy or sad (or even just bored) and want to buy something. Clothes, food, anything. I know, it’s terrible, but I take solace in the fact that I'm not alone. People are emotional creatures. When it comes to shopping, our emotions and mental states can change drastically as we go from Awareness to Consideration and ultimately, Decision Making. As any great inbound marketer, it’s our job to know and understand these emotional states and align our strategies to give consumers what they need during them to feel comfortable making a purchase.
A long time ago, in a galaxy far, far away, I was a content strategist at IMPACT who served two masters. I worked with our client services team to help optimize processes, and I supported the brand team (IMPACT’s in-house marketing department). Then, I got a virtual knock on my door. “Liz, you’ve been killing it with what you’ve been doing for us so far, but we need you to go be a content strategist and marketer for the sales team,” the IMPACT leadership team told me. “We have big goals and big projects that require your help.” Because I strive to be a team player who understands that, sometimes, you’ll need to pull up your big girl pants and do the job that’s needed, I said yes. I was on-board and ready to do the work. On the inside, however, I was mentally kicking rocks, like a poutier, whinier version of Charlie Brown.
The impact and evolution of digital media has created a shift in the buyer’s sales journey. Digital channels now influence 92% of B2B buying decisions, while half of B2B buyers prefer to gather the information necessary to make these decisions on their own. If you’re only using phone and email to find, attract, and retain business, that means you’re missing an essential component to your strategy: social selling.
Sales and marketing alignment is a key element for a company’s growth, yet it is one of the most common challenges. Bridging the gap between the two and embracing sales enablement is critical to understanding what leads need to become customers and how to improve conversions.
I wasn’t always in Sales. I graduated college with a degree in Graphic Design and Presentation and minored in Art. My first real job out of college was working as a production associate at a local sign shop, assisting with digital design and installation of signage. Fortunately for me, the next step in my career was joining Bob in the early days of IMPACT, continuing the execution of creative work. As we grew our client base, I got a taste of what it meant to be in direct connection with the client.
Have you ever considered the relationship between trying something new and achieving success and happiness? Whether you realize it or not, you likely spend the majority of your day doing the same things you’ve done hundreds or thousands of times before. On one hand, having a routine is great for providing structure, efficiency, and comfort, but on the other hand, falling into one day in and day out can make you feel like a bystander in your own life. When’s the last time you ventured outside of your normal routine?