I wrote this paper for every sales hungry company that is frustrated with the lack of new business coming in the door even though they are spending 10-15% of revenue on sales commissions, trade-shows, advertising and related expenses.

 

Chad Root

President of Spearhead Sales & Marketing

Click Here to Download Paper

Put the challenge into perspective and learn 4 best practices.

Well, it’s planning season.  If you’ve never had a marketing plan, this is the year to start.  Advertising, event space, agency services and any other marketing related products are priced at all time lows.  This won’t be the case for long though.

Wait…before you throw money around, here are a few tips from the pros.  I’ll build on some thoughts from an article by David Court, Jonathan Gordon, and Jesko Perrey from 2005 called “Boosting Returns on Marketing Investment” (back when people were spending marketing dollars).

1) Clarify your objectives – what’s more important in 2011,  retaining and growing established accounts or acquiring new ones? hint – 69% of professional marketers polled in Sept of this year are betting on referral development from existing accounts.  Do you have a game plan either way?  What’s the right balance for you?

2) What industry segments drive your brand reputation the most?  How do they align with your short, mid and long term strategies? That probably raises all sorts of other questions.

3) Manage your risk.  A rule of thumb is to put 75% of your budget toward proven media and 25% toward experimental channels.  Oh – make sure you hit the minimum threshold to see results though otherwise you’re better off not spending at all.

4) Track the results.  On the incoming side – Response rates, contact history and purchase history.  On the expense side, track sales expenses, incentives, communications, display ad’s, etc.  The most important thing is to document an expectation so you can test and measure effectiveness.

This planning season, call in Spearhead.  We’ll lead your team through an appropriate planning and budgeting process that fits your business objectives.

It began with the challenge of realizing that marketing is more than some lead generation, a few tradeshows and the occasional advertisement.  That realization led to the creation of a new marketing mentality. A central component of GE’s new marketing mentality (engine, as they call it)  was the understanding the different factors – principles, people and process - involved in creating both the vision and execution of marketing.

GE separated their people into 4 roles:

• Instigators – challenge the status quo and look for new/better/easier ways of doing things
• Innovators – turn marketplace insights into untested products, services, or solutions
• Integrators – build bridges across silos and functions, as well as between the company and the marketplace
• Implementers – execute on ideas

Can you identify within your company who would fill each role? Do you have the principles and processes in place to support their success?

We invite you to read the Harvard Business Review article yourself  and comment the parts which resonate with you and your current workplace challenges.

Fred Collopy, professor and department chair of information systems at Case Western Reserve University’s Weatherhead School of Management in Cleveland, OH says, “Management is all about dealing with the ambiguous, complex, uncertain, and irregular.  After all, the straightforward, simple, certain, and regular can be delegated to automated systems or lower-level staff.  Many of the problems facing today’s managers are not amenable to simple strategies or pat solutions.”  Students at Case Western are taught to seek out “wicked problems.”  In their 1973 Policy Sciences paper “Dilemmas in a General Theory of Planning,” Rittel and Webber outline the features that wicked problems have in common.

• They are not definitive
• It isn’t clear when to stop refining a solution
• They are messy, persistent, and complex
• They are symptoms of other problems
• Solutions do have good or bad outcomes, but right or wrong is unclear
• Different views of these problems can lead to very different solutions
• Addressing this type of problem will have an immense impact on all involved

These types of wicked problems exist throughout business.  However, they are especially prevalent in sales and marketing.  In his book, The Design of Business: Why Design Thinking Is the Next Competitive Advantage, Roger Martin says business executives rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status-quo.  To innovate and win, companies need design thinking.  (Business people need to think like artists.)

This form of thinking is rooted in how knowledge advances from one stage to another–from mystery (something we can’t explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer) to code (when the formula becomes so predictable it can be fully automated). As knowledge advances across the stages, productivity grows and costs drop–creating massive value for companies.  This type of thinking should not be limited to sales and marketing.  However, sales and marketing is a likely place in many small and mid-size companies for this to take root.

The art of sales and marketing is really the art of business.  If you’re in business, you’re in sales and marketing.  It’s not about titles or departments.  The key is for executives to recognize the value of design thinking in order to innovate and win.

Leverage these services and the collective power of Spearhead, TaigMarks and Effect Web to produce leads, develop prospects,improve client management, develop referrals and build a valuable brand.

Station #1 – No More Set-it and Forget it Websites

Integrate websites, blogs, social media and mobile technology with traditional advertising, trade-shows, direct mail and email campaigns so that you can establish a meaningful communication channel with buyers. This 24/7 channel should be used to publish helpful, relevant content on a more frequent basis for buyers to interact with, learn from and take action.

Examples: Grabill Cabinets, Marketers Annex

Take Action

1. Schedule a SM-art Sales & Marketing session to size-up you situation and set a game plan
2. Get an !nsight Report to know your SEO, PPC and website ROI before you invest!
3. Commit to a budget and schedule.

Station #2 – Strong Identity + Brilliant Sales Strategy = Competitive Advantage

Every company needs a strong, competitive, recognizable identity to go with its brilliant sales/marketing strategy. These two components, working in synergy are the rocket fuel to grow your business. TaigMarks helps clients create, hone or completely rejuvenate (in some cases start all over again) their brand identity through both core message development and visual identity programs. Then we develop and implement creative communication programs to tell your client stories to their worlds.

Examples: Dicor, Coachman

Take Action

1. Schedule a SM-art Sales & Marketing session to begin painting your brand picture.
2. Create a marketing ROI schedule
3. Implement and Measure

Station #3 – No More Seminars or Hit-and-Miss Marketing Projects!

Our leaders join your leaders for confidential and lively observations, ideas and decisions that will put your brand picture in focus. Our SM-art Sales & Marketing Workshops provide clear direction for sales and marketing initiatives that your entire company can get excited about.

Examples: Solution Source, Trusted Manufacturing, Grabill Cabinets, We-R-Xhibits

Take Action:

1. Select a 3-hr window and site of your choice
2. Guarantee – If your team doesn’t feel like the session was helpful, we won’t send an invoice!
3. Ongoing – schedule relevant deep dive sessions to review proven tools and processes

Station #4 – No More Sales Trainers!

We work hand-in-hand with your sales people and key leaders to adopt a team selling process that is proven to close bigger deals and bigger customers.

Examples: Arizona Color, Professional Solutions and more at The Whale Hunters

Take Action:

1. Register for Pier 9 Online Resources
2. Schedule a 3-hour session with Spearhead to layout an online resource plan and overview of 2-day workshops
3. Register for up to four 2-day programs

Station #5 – No more CRM or clunky contact databases!

This easily customizable online contact management system automates communications while integrating with websites, landing pages and blogs. Put systems in place to guarantee your leads are followed up on and the necessary tasks to services clients are completed.

Examples: Drury Designs, We-R-Xhibits, Grabill Cabinets

Take Action:

1. Sign-up with Spearhead for a free trial.
2. Schedule lead management process mapping session including website, blog, landing page integration
3. Review and approve implementation plan

Learn how to dramatically accelerate your company’s revenue growth – despite the economy. Engage your entire company in the sales process. Find your unique value and target the best whale-sized accounts for you. Sustain your growth with a repeatable process that actively involves everyone in the company. The Spearhead village includes a Certified Whale Hunter trainer. You can tap into the entire village, or simply opt for the Whale Hunter program.

Find out more about the process at The Whale Hunters website

…

“Whale Hunting Before I Knew What it Was”, by Chad Root, President of Spearhead Sales & Marketing

When I started in “sales”, I didn’t want the word sales in my title.  In 1993, I graduated from Architecture school and took a job as “Sales Engineer” for a custom returnable packaging company.  Yes – I was responsible for selling, but I never really saw myself as a salesperson.  I saw myself more as a “figure out a way to solve customer problems in a way that my company could make money” person.  This became especially true as I grew in responsibility to become a business manager and owner.  Here are three lessons I’d like to share:

1) Custom solutions are better than standard products or services.

When you’re selling custom solutions, you start with the client needs 1^st, then create products and services that meet those immediate needs as well as lead the client to a better future.  This is the basic tenant of business. In small organizations, this seems like common sense.  As your company grows, you’ll be amazed at how many people lose sight of this in order to gain clout for their “department” or their “product feature”.

2) Build a selling/delivery team.

The selling team needs to have the authority and ability to carry out the custom solution.

In small organizations you wear many hats.  Even so, you still need to involve the other stakeholders; an engineer, production leader and administrator for example.  Otherwise, the custom solution literally becomes your solution that no one else supports.  This means that even if you close a deal, it’s not likely that your company will meet customer expectations.

3) Be selective about which clients you choose to do business with.

This always blows people away. They say, “You mean we should turn down work?” Then I say, “Yep.” Again, when you’re running a smaller business, this can be instinctual.  People need to “click” on both sides of the buyer/seller equation.  Your team won’t be able to “wow” every potential client.  If you choose the clients with whom your company’s culture and systems are a natural fit, you’re chances are much higher of keeping them around, making a good profit and earning referrals.  If your culture and systems are in need of some healthy changes, just make sure the changes are something your team wants to tackle.

These three lessons are the heart and soul of Whale Hunting.  There are a million details packed within these lessons that The Whale Hunters helps business leaders understand and share within their companies.  To go beyond the basics, visit www.thewhalehunters.com.

So, let’s get right to the point. What makes Spearhead different is how we help align marketing with sales. First and foremost we paint a bulls-eye on selling whatever it is you have to sell, and then devise a creative plan to deliver those sales on the end of your marketing spear.

“We help you evaluate your point A, determine your point B and Spearhead the sales and marketing investments to get you there.  We are hands-on consultants with the execution to back it up.”

 

Chad Root, President of Spearhead Sales & Marketing

When you hire Spearhead, you will get clear brand picture with a SM-art Sales & Marketing Plan, an organized process for nurturing contact relationships and a sales process designed to land bigger and better deals.  We are working consultants with the execution to back it up through our alliance with TaigMarks, Effect Web, Office AutoPilot and The Whale Hunters.

A “village” of expertise

We used to utilize an ad agency. Then, we partnered with Spearhead because we needed a firm that would learn our business inside and out, so they could help us grow
- not just sell us marketing materials and advertising.

 

Martin Heiny, President
Grabill Cabinet Company

Another big difference is that we are not an ad agency. We’re a close-knit “village” of specialized companies bringing you complementary capabilities to improve your return on marketing and sales investment.

Let’s talk about that “village” idea a little. Each of our companies brings its own unique brand of expertise in sales, marketing and web technology to the customer’s table. And Spearhead pulls it all together synergistically to deliver the tools, systems and creativity to grow your business.

Spearhead Sales & Marketing supplies the sales expertise, consultative skills, practical sales tools and systems for the village. The branding/communications team at TaigMarks Inc. crafts the message, makes it look great, sound excellent and delivers it to the marketplace in a creative way. Effect Web Agency is the cutting-edge-internet-savvy-guru group who stay on top of everything in the fast-moving web marketing arena.

Sales isn’t a dirty word!

Why do so many agencies forget the real reason companies need marketing support? No, it’s not to gather advertising awards (albeit a nice side show). It’s to sell something! Yes, the famous ITSS principle, I’m sure you’ve heard of that.

Marketing’s purpose (and thus ours) is to support the sale of whatever stuff our clients are in business to sell. Pretty materials without a motivating, easy-to-consume sales story won’t achieve the prime objective. Likewise, dull stuff that delivers a great message but never gets read because it’s, well…BLOODY DULL…still won’t achieve the objective.

As we said at the beginning, what makes Spearhead Sales & Marketing different (and better) is how closely we align marketing with sales. We dive deeper into our client’s business than most traditional agencies and sales trainers. Our hard working villagers deliver creativity, but also bring accountability for results that can only come from digging out a better understanding of what really generates sales for your organization.

Tools to power your business

Besides offering specialized village folk, Spearhead makes useful business-powering tools and services available to our clients.

Lead Generation and Management Systems

Many of our clients sell to other businesses where the sales process can be lengthy and complex, in other words the ideal scenario for sales automation. Office AutoPilot Pro manages your leads and generates an automated marketing process, keeps you in contact with leads and monitors their interest and activity for you.

Request a demo now
More about automated marketing

Sales and Marketing Workshops

When you’re part of the Spearhead village you can call on our sales/marketing/web experts to come to your office (ours is pretty nice as well) or other location to lead workshops tailored to your company needs.
More about Spearhead workshops

Large Account Sales Training

When you have prospects that represent a large chunk of your company’s potential income the sales process is a little different (and a tad more important) than those smaller order-taking accounts. As certified members of the Whale Hunters we can bring you proven sales training methods to close bigger deals and snag bigger customers.
More about Whale Hunters sales training

Every company needs a strong, competitive, recognizable identity to go with its brilliant sales/marketing strategy. These two components, working in synergy are the rocket fuel to grow your business.

TaigMarks helps clients create, hone or completely rejuvenate (in some cases start all over again) their brand identity through both core message development and visual identity programs.

Creating a most excellent sales-driven marketing plan and brand direction is one thing, but executing it with excellence is another. While TaigMarks has fashioned many branding plans, such plans don’t work without a creative agency team that understands and lives that branding. Because we develop the branding and can execute all aspects of the communications program we are perfectly positioned to make sure every aspect of the marketing mix is fully integrated with the brand direction. From stationary, to advertising, web design to sales tools, trade shows and even public relations, everything sings from the same hymn sheet.

With all this driven by the Spearhead sales process and built into Effect Web Agency’s web optimization, our clients are also assured of a total plan executed to maximize your return on investment.

So, here’s what TaigMarks brings to the village:

• Value proposition and brand identity development
• Conceptual idea generation
• Design
• Pre-press print production
• Copywriting (creative and technical)
• Public relations strategy development, writing, editorial contact, events, story
  writing, trade show support
• Direct mail programs
• Video writing and direction
• Web video shooting and editing
• Advertising media planning and placement (print and web)
• Event concepts, planning and coordination
• Trade show support: exhibit design and production coordination, communication support and on-site support
• Product launch planning and execution

The days of throwing together a website to support other marketing programs are long gone. Or at least they should be. Web strategy, today, could often be the most important ingredient in the marketing mix. At the very least it should be a powerful fuel for your sales strategy.

Within the Spearhead village, Effect Web Agency lives and breaths everything web and digital. But most important we focus on being your web optimization company, which means we help increase the value of your website and other web investments. In concrete terms this might include optimizing your…

• Web design
• Message (which may need to change for web versus print)
• Flow
• Structure
• Visitor tools
• Search engine results
• Social media
• Pay per click

The web is a powerful opportunity for almost every marketer. We help our clients leverage the full potential of the web with a results-oriented approach driven by Spearhead’s sales integration expertise. We work with each client to build a web strategy and have a specialized group of villagers in place to execute the plan with these and other capabilities at your disposal:

We look at Effect as an integral part of our marketing team.

 

Chris Stover, President
Stoett Industries

• Complete website creation
• Natural search engine optimization (SEO)
• Social media
• Pay-Per-Click advertising (PPC)
• Motion graphics & dynamic presentations
• Web video
• Microsites / digital brochures
• Mobile sites & applications
• Web analytics
• Interactive tools
• Local Search

1. Salespeople guard information about their region and accounts in order to protect their jobs.
2. Who’s in charge? Academically sales is a subset of marketing.  Realistically marketing staff are often hired by sales to support the sales effort.
3. Salespeople make a lot more money.
4. Marketing people view themselves as more sophisticated and professional than a lot of salespeople.  Most salespeople find themselves in their roles as opposed to pursuing it as a profession.
5. Salespeople get paid when they close business.  Marketers are paid to open business.  The hand off of leads to sales is always a point of contention.

A Customer’s Point of View

The internet, customer relationship management (CRM) tools and automation of office functions have made it much easier for buyers to collect information about companies and products.  If you’re a sales person handing out brochures, your days are numbered.  The harsh truth is that adequate marketing is required to support the new channel of information exchange, not salespeople.

Lean and Six-Sigma have significantly reduced the amount of play-by-play project updates, problem resolution and hand-holding that buyers used to require.  Salespeople who think they are adding value by “servicing” accounts are finding it much more difficult to justify their positions.  The service that buyers require is much better provided by customer service staff who can impact the operations side of the business.  Keeping internal staff laser focused on the brand’s objectives, the intended customer experience and aware of market intelligence requirements is much better served by marketing than sales.

So what is the role of sales?  High performing salespeople must provide value whether they are developing existing accounts or opening up new accounts.  The magic word is value.  Simply put, salespeople need to solve messy problems that are not yet clear enough for a client to “place an order” and fill their need.  Better yet, salespeople should make buyers aware of opportunities and threats that they haven’t considered and offer ways for them to take appropriate action.  Tom Snyder and Kevin Kearns have this to say in their book Escaping the Price Driven Sale, “Customers are now more sophisticated and will pay a premium for insight, analysis, and expertise they cannot get anywhere else but from the sales experience.” Honestly, are your salespeople wowing customers with insight, analysis and expertise?

Here’s the rub: the people who are qualified to provide this high level of value are not going to “prospect” the old fashioned way.  They’re simply not wired to do it, nor should their time be chewed up doing something that marketing can do better, faster, cheaper.  Therefore marketing needs to pick up the slack when it comes to creating awareness, establishing credibility, building confidence and engaging buyers on their terms.  Sales professionals should be positioned by marketing as high-level consultants with whom a buyer should lean on for expertise.  It’s really no different than promoting a sought after speaker.  If your sales people can’t honestly where the badge of “I’m an expert in my field”, it’s time to develop your team.

Recommended article:
For more on the relationship between sales and marketing and why they need each other, read Made For Each Other by Elisabeth A. Sullivan, Marketing News 07.30.09

Another, more recent article is Sales Support by Piet Levy/Staff Writer, Marketing News 03.30.11;
excerpt: “Marketing is valuable to any organization, but ultimately, we are all in sales.  Nothing happens unless and until we sell something,” says Daniel Joyce, global director of sales and marketing effectiveness, automation and control solutions at manufacturing powerhouse Honeywell International Inc.