Posts Tagged ‘Marketing & Sales’

Avoiding the war, between Sales and Marketing

Posted in 04 - Sales & Marketing, Role of GM M&S on January 22nd, 2012 by Paul McArdle – Be the first to comment

We have no department for Sales and Marketing.

Though 2 very busy years has elapsed, not much has changed (in that respect) from when I drew this diagram back in early 2010:

It was obvious to us, then, that we first needed to overhaul our department for “Discerning, Developing and Delivering what the customer wants”.

This took some time, but we have done so (as such, that side of the organogram looks very different now). As alluded to here, we’re starting to see early signs that clients are being delighted with product upgrades again.

Given that we’re now gearing up to make our first hire at the top of our department for Sales & Marketing, it was a good coincidence that I happened upon the article “Ending the war between Sales and Marketing” published in HBR back in 2006.

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Selling through SPIN

Posted in Book Review, Large Sales on August 14th, 2011 by Paul McArdle – 1 Comment

Let’s get one thing out-of-the-way straight away, for those who are easily distracted – yes, it is an unfortunate choice of acronym.  Back in 1988, when the book was written, political debate was not as lightweight and sound-bite-sized as at present.

I can’t recall who it was who first suggested I read the book, but it was some time ago and (since that time) I have read the book several times.

The Book

What we thought
SpinSelling
“Spin Selling”
by Neil Rackham		 Thumbs up

It’s certainly worth it, for us, given the nature of our business
I’ve posted separately about why we read, and review, so many books (and about the links above)…
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With this book in particular, I’d strongly recommend you pick up a copy in order to gain the value – what follows is my attempt to just hit the highlights.

The book describes the SPIN technique, which evolved based on some fairly extensive studies of sales effectiveness completed by the author during the time he was founding the Huthwaite business.

Here’s a brief 5-minute video in which Neil outlines what SPIN selling is all about.

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What’s Required of our “GM for Marketing & Sales”

Posted in 04 - Sales & Marketing, Role of GM M&S on January 4th, 2010 by Paul McArdle – 5 Comments

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This post is an incomplete work-in-progress (current issue posted on 4th January).  Check back later for updates! read more »

Vision (part 1) – Our clients

Posted in 03 - Product Development, 04 - Sales & Marketing, Company Results, Vision on January 1st, 2010 by Paul McArdle – 12 Comments

I posted, early in January, about where our bus is headed (you might refer to this as our Vision).  I have progressively refined this, since then, to improve the clarity of this core message.

For those who are interested, I have also started posting more details about some aspects of this Vision – as falling under any of these core headings.  This post provides more details under the first heading.

As part of the navel-gazing we have been doing recently (to coincide with our 10th birthday, which is rapidly approaching) we have been contemplating this question.  For us, there are plenty of opportunities (some mutually exclusive – at least for a company our size).

Being New Year’s Day, I thought it would be of interest to you to post a few comments about where our bus is headed into the future. Call this our very own New Year’s resolution.

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Don’t just roll the Dice (Tips on Software Pricing)

Posted in Book Review, Pricing on December 9th, 2009 by Paul McArdle – Be the first to comment

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This e-book was referenced as a teaser for the “Business of Software 2009” conference.

We had been thinking about attending this year, enroute to Toronto (to pay our clients there an overdue visit).  However, we did not go in the end (still not sufficient capability for delivery – one of the triggers of us starting Autopsy 2).

Hopefully next year!

1)  Binary Review

The Book

What we thought
DontJustRollTheDice

“Don’t just roll the dice”
by Neil Davidson		 Thumbs upWish I had been able to read this 10 years ago, when starting down this path…
Full Disclosure – oh, it’s an e-book, so this one is free, free, free!  Worth far more than the price tag, though.

If you really do want to buy a hard-copy, get it here from Amazon (yes, this one is a tracked link through which we hope to add to the total amount Amazon pays us – at $2 and counting, we might be able to buy a book with the proceeds, one day!)

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Joel Spolsky’s focus is NOT on the customer

Posted in Article Review, Methodology, Requirements Gathering, Value1 - Customers First on November 15th, 2009 by Paul McArdle – 5 Comments

Here’s another back-dated post, with a date chosen shortly after Joel’s post to which it refers.  I’ve done this to ensure that these comments are read in context.

My apologies to those for whom this practice offends – as noted before, I believe ICT is an enabler, not an ends in itself (or, to put it another way, I am not interested in form without substance).

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1)     Introduction to Joel’s Post

Back on November 1st, Joel Spolsky made a post for Inc magazine entitled “Does Slow Growth Equal Slow Death?”.

One of the guys in the office found this, and it stimulated a bit of discussion internally about where our bus is headed (on a restricted post).  This was good, as we had commenced our Autopsy 2 process. read more »

Our recent Business Autopsy

Posted in Retrospectives, Vision on July 30th, 2009 by Paul McArdle – 24 Comments

No, we’re not dead.  We’re doing decidedly better (even) than an “ex-parrot” nailed to the perch.

1)  Where we are doing well

In fact, just last week the guys in the office put together a document listing a large number of things we have going for us, or are doing right.  Here’s my short summary of what they said:

(A) Business Vision

There was universal agreement that the underlying vision for the business was sound (after all, most employees, and even a few ex-employees, have invested in the company in Round 3 or Round 2).

It was also reiterated that our chosen business model was also one of our advantages.

We are also not afraid to pause for introspection, such as discussed here.

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A bit of Buzz in the Electricity Market

Posted in Book Review, Buzz Marketing on July 23rd, 2009 by Paul McArdle – 3 Comments

No, I’m not talking about corona discharge on HV AC power lines – I’m referring to the more esoteric notion of “Buzz Marketing”.

Hang on a sec … just what is Buzz Marketing?

I asked the very same question, the first time I heard the term – a few years ago now.

The best definition I have come across is that it’s just like “Word of Mouth” Marketing/Advertising (i.e. people talking about you) – with the addition that you make a conscious, structured effort to get and sustain people talking about your product.

”Viral Marketing” is another coin termed for the same process .

Buzz Marketing in the energy industry?

Yeah right!

There are probably not many industries that could conjure up (and carry off with good effect) the  marvellous advertisement revolving around the line:

“We’re excited by electricity, even if you’re not”

I did try to find some video-record of this advert, but was somewhat surprised to find that there was nothing recorded on YouTube or elsewhere (or at least none I could find).

Perhaps the advert itself is symbolic – TRUenergy gets all the industry insiders laughing at the joke, but Mr Joe Public – well, is sleeping on.  Certainly it does seem that no one was sufficiently inspired to put a bootleg copy of the advert onto YouTube.

PS – did find this one, later, but it’s not exactly the one I was thinking of… (at 3,379 views currently, it does seem to have woken slumbering Joe Public  – albeit very slightly)

My main point, here, is that there does not seem to be a lot of space in the energy market for a bit of buzz.  Too geeky, too complicated, not sexy enough, or just damn boring?

Well, all’s not lost yet…

Why this article now?

That’s a good question!
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