1. e-Marketing Strategies for the Complex Sale

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    When we look back at the past decade, I believe we will see a significant inflection point in the transformation of B2B marketing and selling. The rhetoric of the internet has become the reality of the internet. The web, along with digital media, web 2.0 technologies, and the proliferation of wireless and mobile computing have resulted in the long-awaited convergence. Even user adoption rates, traditionally the regulator on the velocity of technology impact, are accelerating noticeably. Of course, not all is perfect. We tend to implement new technologies using old processes and methodologies. True breakthrough occurs when we re-engineer these processes based upon the new technologies. To paraphrase an old line, to ask, “given my business, how should I use these new technologies?” is fundamentally the wrong question. A more helpful question is, “given the capabilities provided by new technologies, how should I design and run my business?” Ardath Albee...
  2. Re-consider PowerPoint — It’s not just a presentation tool

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    I love this idea, that it’s not “just PowerPoint” anymore. I think PowerPoint offers organizations untapped potential for improved sales messaging, knowledge sharing, and customer communications. A better PowerPoint strategy can drive significant content production efficiencies, rapid development and turnaround times, easy content tailoring, the ability to scale content requirements, and dramatically lower production costs compared to documents. PowerPoint is where the corporate communication process starts. When we stop thinking of it as a presentation tool, and think of it as a business graphic development tool to create visual support for conversations, a new world of possibilities opens. How Important is PowerPoint to Your Sales Organization? Several years ago we conducted a survey of 10 technology companies asking them what percent of the hits to their marketing and sales intranet were for the data type PowerPoint. For each company, the answer was between 55% and 62%. In each company, PowerPoint...

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