How can marketers make their salespeople more successful?

In Daniel Pink’s new book, To Sell is Human, Pink talks about information asymmetry in the sales process. He points out that the reason people have historically distrusted salespeople is because salespeople had all the information and the buyer had none. That explains the popularity of the term caveat emptor (let the buyer beware).

Pink contends that we are now in the age of information symmetry.

In this age, the buyer and seller both have a balance of information. However, I contend that we are in a state of...

By Glenn Gow, 19 August 2013, 0 comments. Categories: Commerce.

Why CEOs should not be involved in social media

I recently read several articles about why CEOs should personally be involved in social media. And I'm here to tell you, I disagree.

I am a strong believer that CEOs should support a company’s social media efforts. I also happen to be a strong believer that CEOs should support the company’s sales efforts and the company’s marketing efforts and the company’s manufacturing efforts and finance efforts, etc.

But to make a case that a CEO needs to be personally involved in social media is...

By Glenn Gow, 19 July 2013, 0 comments. Categories: Social Media Marketing.

Don't spend time worrying about leads

I hear this a lot from many VPs of Marketing: “My biggest problem is leads. And my next biggest problem is leads. And the biggest problem after that is leads.”

This issue dominates every conversation the VP of Marketing has with the VP of Sales. 

An important part of the marketing mix is to help the VP of Marketing address this issue by helping him provide the sales organization with leads. However, an exclusive focus on leads is a mistake.

Certainly, one of the VP of Marketing’s...

By Glenn Gow, 12 July 2013, 0 comments. Categories: Advertising, Branding, Commerce, Social Media Marketing.