Ha-ha, made you look! When my kids
were little they would sometimes taunt me with that phrase. It was intended as a playful insult because
they tricked me into looking at something that didn’t really exist. With my marketing teams, that phrase is not
said in jest. Its code for marketing content
and messaging that forms a favorable impression; it catches our target audiences’
attention and piques their interest.
Marketers want attention. They
want their audience to engage with their social profiles.
“On the Beach.” In the consulting world that expression means you
are not involved in activity that is billable.
In other words, you are not directly creating revenue for your company. And that is always a dangerous place to be if
you want to stay employed. An early
mentor of mine told me to “never get removed from the real revenue stream.” For several years I lived by that advice
through a career in sales, but I knew there were also important positions
within an organization that by design, were not directly revenue producing.
To: Sales Manager
Ref: No Network Connection
I am writing in response to your request for additional information. In my sales pipeline report, I put “no
network connection,” as the cause for my sales pipeline miss. In your email to me, you said that I should
explain more fully.
I was prospecting alone on a new account. During my visit, I discovered I had
competition, and lacked access to the decision maker. Rather than research potential networking
connections that might provide an introduction to the decision maker, I decided
to dazzle my contact with the feature functionality of our solution.
I completed my MBA in the 1980’s. While searching for my first postgraduate
position I noticed that most interviewers at that time loved to hear that you
could work under pressure and that you welcomed the opportunity to step up and make
just put me in the game and I won’t be afraid to take the final shot at the
buzzer. Win or lose, I’m a leader who is
willing to take full responsibility for my decisions.
Not anymore. Today most HR interviewers are horrified if
you don’t mention teamwork and collaboration as your trade-mark management
Have you ever removed a connection on LinkedIn? Unfriended someone on
Facebook? Blocked a Twitter profile? It’s a rare event, but on occasion I do
severe relationships. I don’t do it
lightly because it’s hurtful. Yes, it’s
true that social rejection activates the same part of the brain that physical
pain does. It hurts most of us to be
rejected. In fact, I also feel bad when
the role is reversed making me the rejector.
That means I don’t like to do it if I don’t have to.
executive team gathered around the conference table and the webcam flashed
green as the First-Half 2016 sales forecast began. The CMO remembered a time when these meetings
were in person and required full business attire, there was no PowerPoint, and
there were no smart phones or facilitated hashtagged social conversations with
the audience. The business world had
changed though, and he loved it. He can tweet
and blog with the best of them. Social
media and mobile devices were changing the business landscape, and he was
determined to help his company meet the transformation challenge.
I grew up in Iowa which is generally considered a pretty low
key state. However, this February Iowa will
be the keynote when the first step in the United States Presidential nomination
process for both the Democrats and the Republicans begin with the Iowa Caucuses. The Iowa caucus is generally defined as a
“gathering of neighbors,” as many Iowans will be meeting in local schools,
churches and public libraries to publicly stand up for their presidential
Neighbors gathering to discuss who should be in, as well
as who should be out.
For your entertainment; a short knock-off skit
based on the Drew Carey TV series “Whose Line Is It Anyway?”
The Host:Welcome to “Whose Content Is It Anyway?” Where the quota is made up and the
revenue doesn’t matter. Our first skit is called, “Your marketing content sucks.”
Mr. Sales VP, you’re very nervous; you’ve just examined your sales pipeline and
discovered your team will not meet its sales objectives.
Ms. Marketing Rep, you are a super confident business development
person from a marketing technology company ready to save the day.
does “transparency” in business actually mean? A lot of material has been
written on that topic over the last few years in relation to social media
marketing. Most of articles deal with
transparency at the corporate branding level although some authors provide
commentary around personal branding. I’ll
admit that a few of my own blog posts touch on transparency; yes, in many cases
authenticity, relevance and trust are also mentioned. One business dictionary defines
“If meeting is
the physical coming together of two or more people, then communicating is what
we do from the moment we are fully aware of another’s presence.