Typically, our sales process entails a sequence of critical milestones. These milestones include gaining a comprehensive insight into the client's internal buying procedures, acquiring a clear understanding of the legal review process, and identifying key stakeholders while understanding their individual and business objectives and motivations. In order to navigate the inherently non-linear nature of this process, we approach sales and buying as a series of commitments we establish with our clients. This involves phases such as initial discovery, examining potential solutions, involving additional stakeholders, further discovery, comprehensive discussions, reaching mutual agreement on the investment, bringing in more stakeholders, managing conflicts, fostering collaboration, and refining the solution. I think at times, it may appear as if we are starting from scratch, despite being in close proximity to the finish line.
Acting in a new way
We never know the truth of anything, what we know is the story we receive. We can tell a story or not, either way, there is going to be a story told. Marketing is the art of telling a story that you are proud to make true on behalf of someone who’s going to engage with you. I don’t think that marketing by its nature hurts society, in fact, I can think of many examples where it helps.
Here is a list of questions I will ask during the discovery phase:
· Who are your customers and what are their needs and expectations?
· How is your marketing strategy going to deliver on your business strategy?
· What unique value are you providing?
· How do you support it with content?
· How will you actively place your message in front of the right people?
· Why should anyone care or take notice?
· How do you communicate about your product and services?
· What is your customer journey?
· What data do you need to support your marketing?
· How can I help you improve?
Contact me via e-mail for a meeting about measuring and optimising your marketing performance?
Why does it matter?
While 80% of executives know that their companies’ success depends on introducing new products and services, the term “innovation” is often associated with geniuses turning start-ups into gold mines. Private equity firms place hundreds of little bets on start-ups hoping for the next Skype, Twitter, or Amazon. These bets on the next growth engine often depend on luck more than insight as many companies invest in or buy them, unsure what they’ll yield. What do you think happens if these companies dedicate insufficient resources to support innovation in the start-up phase? Contact me via e-mail for a deeper dive into the subject.