Sales Success is about Sales Math

Never a great math student in junior high school, I was shipped off by my parents to a math tutor every Saturday morning for my time spent in the 8th grade. No wonder I was never one of "the cool kids"...plus I played clarinet in the band.  I do wish now that I could thank them profusely for that decision to enlist Mr. Sampson for those fundamental lessons in the basics of math.  Today, in my love of "The Science of Sales" (the title of one of my Tufts courses at The Derby Entrepreneurship Center,) much of what I do in the world of improving sales productivity comes down to the math of understanding: 

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Tags: HubSpot Tips, Derby Entrepreneurship Center@Tufts, Derby Entrepreneurship Center at Tufts, 2023 Business Planning, 2023 Sales Planning, 2023 Marketing Plans

Always a tough Tufts question..."So, just what is marketing?

Gearing up for re-entry into the Derby Entrepreneurship Center@Tufts since in four weeks, I'll need to accelerate from my normal 70 mph day-to-day Derby Management work to 110 mph at Tufts. 

That faster pace and my personal excitement of Tufts are the result of the tight integration of my teaching marketing to 36 juniors and seniors who are already signed up in six person teams working on six complex semester-long marketing projects.  Of these six projects, three are well-known companies to Derby Management, one is an emerging company begun by one of my alums, another is a startup from a very well-known nutrition scientist here at Tufts, and the remaining is a fascinating consumer healthcare product.   

The bottom line of the kickoff on September 7th is that full marketing plans complete with research, strategies, tactics, detailed recommendations and budgets will be presented to their customers for grading during the first week of December.  

The 1st class begins with "So, what is Marketing?"

The class actually begins with a 15-minute, rapid-fire, standup 15 question quiz on one of the summer assignments which is to complete what I call "a beach read" of David Meerman's Scott's iconic, 8th edition of The New Rules of Marketing & PR. 

That exercise is then followed with my favorite question which I always ask in my kickoff class at Tufts and at MIT.  It's a very simple question, and for me a very simple answer, which I do not provide until the whiteboard is filled with answers from the students which typically include words such, "convincing", "selling", "social media", "ads", "PR", "branding", "lead generation", "pricing" and even a few negative words like "tricking" and so on.

Marketing is Everything!

I always go back to the iconic Marketing is Everything article written by Regis McKenna, one of the most influential marketers in history, and one of the small number of individuals who began what is today known as Silicon Valley.  I find that the underlying premise of this 30-year-old article is even more critical today given the explosion of choices everyone has in their marketing strategies, tactics, platforms, tools and apps, most of which are powered through AI and bots. 

And let's not forget that the hyper-crowded graphic above is only martech and does not include radio, TV, snail mail, billboards or trade shows which continue to have a major role in what we call "marketing"!

The good news is that marketing is everything!  The bad news is that marketing is everything!  And many non-progressive marketers continue to believe that what they did five years ago, or even last year, is still relevant or sales productive today. The reality is that it may be, likely it is not.  

Many of us believe we're pretty good singers in the car or the shower, but only a tiny 1% of 1% of 1% of 1% become paid singers.  It's the same with marketing which is why I teach the subject since it's constantly being updated, and the true job of any good marketer is to figure out the highest impact at a cost that fits into a budget that drives sales qualified leads. The result is as simple as that, which is why we always measure CAC as one of our top three primary metrics.  The complexity comes in the making of the choices.

 

marketing Success is making choices...and measuring everything!

The exciting part of our course is the ability to learn and experiment in real time.  The students can set in motion the marketing tactics of ads, social channels, PR and which blogs and which events have impact and be able to measure all of that in their Hubspot marketing platforms.  All the incoming students must be certified in Inbound Marketing at the beginning of the semester. 

Just some thoughts for a late Friday morning to think about over what looks like a spectacular summer weekend, which will find me walking across the street to the NH beach. 

At any time, if you want to discuss your own sales and marketing planning for the rest of this year, just connect with me for some quick ideas and feedback. There's no cost to a call or two, plus I love listening and talking about this new rapidly changing world of sales and marketing.  It's nothing like the old days of 2020!  In the meantime, take a look at our 2022 edition of "Writing the 2022 Winning Sales Plan" , or our Writing the Winning Marketing Plan in 2022.

 

www.derbymanagement.com  
Derby Entrepreneurship Center@Tufts. 

 

 

 

 

 

 

https://www.tufts.edu/

 

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Tags: sales planning, marketing effectiveness, HubSpot Tips, Tufts marketing projects, free marketing projects from universities, marketing plans, marketing planning, 2020 sales plans, 2022 sales planning, 2022businessplansuccess, Derby Entrepreneurship Center at Tufts

Acceleration-3 Steps to Improve

Two thirds of the way through this superb summer and plenty of time left to take a bit of vaca, squish the sand between the toes, pack those gotta-read-this-summer books into the beach bag, and in general just prepare yourself physically and mentally for the wicked fast acceleration into the first week of September. 

The Dog Days of August occur  when everyone realizes that the beginning of the summa' has passed them by, and now there's just five weeks left to take some time off and do that forced relaxation thing.  Forget trying to find anyone in France or Italy, and the same applies to any venture or PE person in the U.S, who all seem to be hiding out on Nantucket. It is what it is, and September will be here soon enough.  To a degree, who cares, since this is all about you, so right now, this morning, click open your calendar and just mark off all the days you can with the words "beach", "golf", "kids" or "nothing".  You won't get another chance since when it's over, it's over 

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Tags: HubSpot Tips, Tufts ELS program, Tufts internships, entrepreneurship, jack derby professor at Tufts, sales plans for 2018, Tufts Entrepreneurship

The Definitive Guide to Selling Better & Faster

Posted by John Routhier on Tue, Sep 12, 2017

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.

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Tags: Sales Best Practices, marketing effectiveness, HubSpot Tips, Inboound

The 30 Greatest Lead Generation Tips, Tricks & Ideas

Posted by John Routhier on Tue, Aug 29, 2017

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. 

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Tags: HubSpot Tips, marketing, inbound

The 2017 State of Inbound is here! See the data on the future of Marketing and Sales

Posted by Jack Derby, Head Coach on Mon, May 22, 2017

HubSpot surveyed over 6,000 of the world’s foremost marketers and salespeople. HubSpot asked them about their most pressing priorities, the challenges they face, and the strategies they plan to add in the year ahead. 

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Tags: HubSpot Tips, Inboound

Everyone Needs More Training, Even Salespeople

Posted by Jack Derby, Head Coach on Fri, Dec 16, 2011

We’ve all heard the phrase “It’s just like riding a bike; it always comes right back to you”, and, in fact, that was pretty much it last Saturday as I strapped on my new Rome snowboard (an unabashed plug since I am one of the directors of this great company), and headed down the slopes at Stratton (another unabashed plug for a great group of men and women who run the place).   No matter the fact that I’ve been skiing or riding ever since I was 4, and it didn’t make any difference that I’ve gone down that particular trail, my favorite on the hill, literally thousands of time, there’s always a mixture of exhilaration, fear and trepidation, and just old fashioned excitement on the first day out in the season.  The first run was more than chunky both on the slope and in my head, but by the end of the second run, I had quickly eased back into a somewhat natural rhythm of turns, breathing more slowly and working through the differences in the new board.  

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Tags: sales productivity, Sales Optimization, sales, sales management effectiveness, sales plan process, sales effectiveness, sales enablement, sales planning, sales tools, selling, improved sales management, sales management training, selling skills, closing sales, Sales quota, sales training, sales plans, HubSpot Tips

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