relationship acquisition Archives

From a marketing department’s perspective, every relationship looks like a sales opportunity!

At best, most marketing communications are irrelevant to most of their recipients, most of the time. At worst, these communications run the risk of damaging the very relationships they are supposed to be cultivating. The problem is, from a marketing department’s perspective; every relationship looks like a sales opportunity. Accordingly, marketing (and sales) people tend… “From a marketing department’s perspective, every relationship looks like a sales opportunity!”

Clicks and mortar

How to use the virtual world of the Internet to multiply the effectiveness of your real-world marketing activities. I don’t know about you, but sometimes I feel that managing a traditional ‘bricks and mortar’ business is downright unsexy! Particularly when stories abound of Web entrepreneurs who have reinvented business as we know it (and become… “Clicks and mortar”

A brief introduction to Relationship-centric Marketing

How to sell expensive (or complex) products and services [Listen to a seminar on this subject!] If your organisation sells expensive (or complex) products and services, odds are, you get most of your new clients by ‘word of mouth’ or referral. If you’ve tried your hand at lead generation advertising, you’ve probably discovered that, even… “A brief introduction to Relationship-centric Marketing”

How to establish a clear cause and effect relationship between business marketing promotional expenditure and sales

and how to fast-track the growth of your business in the process. Over lunch, a CEO recently admitted to me that his financial controller was using his organisation’s profits to build quite a substantial commercial property portfolio. When I asked if this was best use of his organisation’s free cashflow, he smiled, “How did I… “How to establish a clear cause and effect relationship between business marketing promotional expenditure and sales”

Building a High-Throughput Sales Process for Industrial Sales and Distribution

Applying the Theory of Constraints to the design, resourcing and management of the sales process [Presented at: TOCICO Conference, Miami 2004] Introduction The traditional sales process is hard to manage and all but impossible to scale. This paper introduces a radical new approach to sales process design, resourcing and management. The result of this approach… “Building a High-Throughput Sales Process for Industrial Sales and Distribution”

You guys took a good business and you transformed it into an absolutely outstanding one

Gavin Ross is one of those special people who seems never to be short of energy. Today, however, he is particularly animated. He’s relating the story of how, with the assistance of Justin Roff-Marsh Advertising (now Ballistix), he has shifted his business’s growth into overdrive. “Consider this,” he says – in an effort to justify… “You guys took a good business and you transformed it into an absolutely outstanding one”

How a second-hand promotional strategy helped a Sydney gym owner acquire 34 new members in a single week!

America Online and Body Express. At a glance, they mightn’t appear to have a lot in common. America Online (AOL) is the Internet service provider that recently acquired Time Warner – the world’s biggest media company – in a $US165 billion deal. And Body Express is a boutique gymnasium, in Sydney’s Bondi Beach. Look behind… “How a second-hand promotional strategy helped a Sydney gym owner acquire 34 new members in a single week!”

On pushing string uphill

From time to time, I come across managers who battle valiantly and unflinchingly to accomplish what appears to be downright impossible. To their credit, these noble individuals manage to notch up occasional successes! I even see entire businesses that owe their existence to the belief that, with enough passion, determination and brute force, miracles can… “On pushing string uphill”

How Harry Edgecliffe’s success killed his thriving pet food business … and how you can avoid his strategic marketing blunders.

Following is the sad story of the entrepreneurial Harry Edgecliffe and his ruthless competitor Spot Pet Foods. Although neither Harry nor Spot exists, their tale provides a number of invaluable lessons for all marketers. Harry Edgecliffe is not a happy man! In recent months, the business he toiled for so many years to build has… “How Harry Edgecliffe’s success killed his thriving pet food business … and how you can avoid his strategic marketing blunders.”

Is your marketing manager redundant?

You know, I’d hate to be a marketing manager in a typical service-based firm. The problem is, in such a firm, there’s precious little for a marketing manager to manage! Here’s a person with no authority, no direct reports, a tiny budget, and no process to oversee. A person who’s only mandate (to ’get the… “Is your marketing manager redundant?”

Tag Archives: relationship acquisition