Posts

Execution of Sales Plans Involves “Targets”, not “Projections”

Mike Hatfield and I were at it again this past weekend – the final day of our “thenextphase” workshop on raising capital. This time we covered “Execution” – defining your targets and how to achieve them.

A proper plan, we were told, does not contain projections; it contains targets that we feel are achievable, plus a set of assumptions that must be met in order for these targets to be met. You must also have a set of activities to go along with the numbers.

It is important that we have a way to test the assumptions, because the execution consists of not only trying to hit the target, but also to test out the assumptions. As we gain experience in the real world, these assumptions are validated or disproved, and the plan amended.

The ultimate goal is to have a well-defined sales process that has steps saying “if you do ‘this’, then ‘this’ will happen.” It is predictable.

Email Marketing, Done Properly, is a Legitimate and Powerful Business Tool

At one time, there was a lot of talk about spam. The term “spam” comes from the canned meats of the same name, and in 1970 the British comedy group Monty Python did a sketch in which diners were served Spam with practically every meal. The term was thus adopted to describe electronic messages that are sent randomly to a large number of people.

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IT Companies Need to Learn to Work Together, Say Digital Leaders

The Information Technology industry is underperforming in Nova Scotia. That was one of the bold statements made at the recent Digital Leaders Summit in Halifax.

Put on by Digital Nova Scotia, the voice of the IT industry in this province, the summit brought leaders from business, academia, and government into one room to discuss export-driven growth.

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Email Campaigns Essential Part Of Marketing Strategy

Last month Halifax hosted the annual conference of the American Association of Port Authorities and wasn’t it a first class event! The Cunard Centre was packed with delegates from throughout North America, and from as far away as Brazil and Africa, for a week of business sessions and Maritime hospitality.

Since my company sells IT services to seaports and given that a large part of our export marketplace was coming to our home town, it was natural that we would be a sponsor. We needed to prepare for this conference in advance because we wanted to make sure we had plenty of visitors to our booth and events.

My colleague Alexandra Fricker, an expert in Internet marketing, took the lead in that regard and came up with a very effective blend of online and traditional marketing, and I was blown away by how effective it was.

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Internet Marketing is Easy and Accessible, and Brings Measurable Results

What is Internet marketing, who uses it, and what happens to businesses who don’t use it?

These are questions I recently asked Alexandra Fricker. Fricker is a ten year marketing veteran, and my business associates liked her so much they hired her. That’s right; I came back from vacation last week and there she was!

And I thought, before sending her to help clients with their Internet marketing strategies, why don’t I see if she can help me out. So I put her to the test, and I must say she came through admirably with her answers to my questions.

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