Derby Management's "Competitive Edge" Blog

Teaching Marketing at Tufts... 

• A consistent search for real life Marketing & Sales Plan projects for my students
• 5-6 person teams work for 13 weeks on complex marketing and sales plan assignments
• All of our academic content is woven into these assignments from real companies
• I teach the tools; company management provides the real life experiences

The results are very positive and dynamically exciting from everyone involved

I live & work at the intersections of...

• The Company:
  At the firm, we work diligently to bring 25% jumps in Sales and Marketing productivity to our clients.
• Tufts University:
  Teaching the science, tools, technology and metrics of Marketing and Sales.
  Most importantly, the teaching content of these courses is wound around 16 projects from real companies each year:  6 Marketing Plan projects in the spring, and 6 in the fall, plus 4 Sales Plan projects in the spring.  As a result, I am always looking for new companies, which is the purpose of this blog...more in a couple of paragraphs
• Jobs Creation: 
  Connecting Tufts students to great jobs and opportunities!
  
  This service began when a few students (Emerging Jumbos) would get hired by their marketing and sales project companies during the semester.  Then, this process of creating connections easily expanded and quickly multiplied because I was able to open doors at companies like Hubspot, Brainshark, Fidelity, Amazon, Google, LinkedIn, Silicon Valley Bank, Facebook, Oracle, NetSuite, Microsoft, and tens and tens of other "Great Places to Work". 
  
  Of course, that initial seeding of my alums into those companies has over the years led to lots of semi-annual calls from me that start with "Hi, I need a favor and could you give some guidance to one of my current students." 
• Everyone of my alums knows the deal when they get that first job...it's time to pay back, and at some time, they will get "I need a favor call".
  
  The whole process works, and it has two wonderful consequences. 
  
  1.  It opens doors that would otherwise be closed or, at best, would be very difficult to open. 
  
  2. It keeps me in constant contact with my alums in their career journeys
  
  So, I was very pleased to receive last week, from Emani Holyfield, who now works in HR at Google (and is one of "My Personal Best Tufts Team" !) this video on The 8 Laws of Branding by Brian Tracy.  
  
  Brian Tracy (just a bit slow in his speech, but the guy is a genius and is well worth listening to for the full 8 minutes) focuses not on the generalities of "branding", but brings the meaning of this complex marketing word down to the street level of just what it takes for each of us to create great "Personal Brands". 
  This is just an excellent framework for anyone:  student, intern, upcoming 2018 graduate, and also for the more experienced salesperson or manager looking to open that next chapter in their journey.
  
  

  Ok, so now "The Pitch" 

Remember those 10 companies I need for the upcoming spring semester? 
6 Marketing Plan projects and 4 Sales Plan projects! 

This is a picture of our 2017 "Art & Science of Sales" Team, held only in the spring. (I teach at MIT in the fall and can't juggle three courses).  They totally knocked the cover off the ball this year!

What's the Value for You?
We're looking for complex marketing and sales projects from real companies in a variety of markets.  What you receive is a trained consulting team of five or six juniors and seniors working for 13 weeks to provide everything from full marketing or sales plans with detailed research and implementable recommendations to whatever sub segments of a full plan that you might need for 2018. Some smaller companies come to us for full marketing or sales plans, while others want to focus on a specific product or a new market. 

What's the Value for the Students? 
- They learn "on the job", and at the street level, the realities of Marketing and Sales
- They take classroom academics and apply that content to the reality of increasing sales  
- They interface frequently with management which builds their skills and confidence

So, if you are at all interested, just email me at jack@derbymanagement.com, and I will send you the detailed instructions on how to apply. 

It is a superb opportunity with hundreds of satisfied companies and graduate!

Just to light up your memory banks, way back in August, August 21st to be specific, it seemed that everyone in the U.S. was caught up in The Summer of 2017 Eclipse Fever, when for the first time in 99 years, we underwent a coast-to-coast phenomena.  Pretty basic stuff, but having said that, just as one example, one million people traveled to Oregon for three day just to grab the first view of the first light.  Small towns in the Midwest with populations below 1,000 welcomed tens of thousands of visitors.  Tens of thousands of people overpaid for the special glasses and overnight deliveries. 

And then...just as suddenly...it all ended. We packed up our telescopes and stowed our sleeping bags...and the special glasses...into our campers, and we just as quickly changed back into our workaday lives marking off April 8, 2024 on our digital calendars. 

All of that craziness and hype just follows the predictability of the rhythm of eclipses.  It will be the same in 2024. 

There's no such thing as a born salesperson

As most everyone knows, I didn't come up the management ladder through Sales or Marketing, but through  Manufacturing and Engineering, and then by luck...or mistake...got promoted to become president of a good size division of a major corporation.  As a result, the first day of my being president was also my first day of running a sales organization.  

Forget "ABC" - "Always be Closing". 

It's old school, offensive and counter to what we should be doing as salespeople, which is to sell value and create trust with our prospects and customers, and not force them to close. 

According to Karen Penticost, VP of Strategic Development at Envision Technology Advisors, who was part of the management team working with us at our Sales Management Boot Camp at the MIT Endicott House last week, we should...

"always be interviewing"

When asked why, Karen's responses were...

JUST What is ENERGY?

For such an important and critical word, "Energy" is defined in the dictionary as a noun with the unemotional description of "the capacity for vigorous activity".

To scale your business, you have to turn a trickle of sales into a steady, predictable stream of revenue. But that’s much easier said than done.

It's been an absolutely superb summer !

Only 1 in 10 professional marketers describe their lead generation efforts are "highly efficient and effective." For most business owners, that's simply not good enough. 

At Derby Management we are big believers in constant education and focused networking to refine your skills, learn new strategies and grow professionally.  We strive to provide our clients superior service through our own knowledge and experience since all of our team has sat in the chairs-just like you-as CEOs, heads of Sales and heads of Marketing of both startups and middle market companies in a wide variety of industries.