Why lead inflation is bad for sales and marketing

Why lead inflation is bad for sales and marketing ‘The leads are weak? You are weak!’ In the film Glengarry Glen Ross, Alec Baldwin unleashes a rant against some salesmen and refers to the sales ABC: Always Be Closing. A salesperson is worthless and does not deserve a cup of coffee if he cannot turn […]

Marketing about sales: “We are talking, but are not yet on the same wavelength”

Marketing about sales: “We are talking, but are not yet on the same wavelength” Marketeers give themselves a 7 on average on alignment with sales Ideally, marketing and sales are well-oiled machines that work together to maximise the operating result. In practice, however, things often turn out differently with misalignment. For example, sales only approaching […]

How to make a successful digital transformation

Many managers today are involved in a transformation to a more digital organisation, in order to continue to cater to the needs of their target group. The search term ‘digital transformation’ brings up 373,000 hits in the search machines.

How customer experience can become personal

Lots of things are changing in today’s world of business. The position of companies with an established name and reputation is being challenged, and disruptive start-ups are beginning to dominate the entrepreneurial landscape. Making customer experience more personal is key to surviving and winning the battle with your competitors. Steal the customer’s heart and then […]

But what if your addressable market is actually far bigger than you think?

Ever tried calculating your total market potential? Definitely a useful exercise! In order to do this, you must first know how many potential customers you can sell to. Based on our experience, we can assert that almost every organisation has insufficient knowledge of around 20 percent of their market. Not because the sales or marketing […]

Account Based Marketing cannot succeed without the right information

Inbound Marketing has been heavily deployed in numerous businesses in recent years: the creation of high quality, relevant content in order to attract potential customers. However, Inbound Marketing in isolation, is unfortunately not sufficient. Indeed, you barely have any control over the quality of such leads. This explains the rapid growth of other approaches: Account Based […]

Data Science student as an innovation accelerator

As an entrepreneur, I’ve operated in the world of data for over twenty-five years. We are renowned data marketing agents for the ICT and Automotive markets under the names of Computer Profile and Fleet Profile respectively. In short, we handled data before data ever became a  hot topic. Neither was it cool, for that matter. However, […]

The GDPR and the chances for direct marketing

The GDPR and the chances for direct marketing Whereas the GDPR is perceived as the sword of Damocles by many companies, for others it is a catalyst to a different way of thinking about data privacy and data management.  (TWO LINKS TO PREVIOUS BLOGS).  Yet other companies know how to translate the new mindset to better service and new business […]

GDPR as a catalyst for change in thinking

GDPR as a catalyst for change in thinking Data privacy is high on the agenda of many companies as the GDPR is about to enter into force in the beginning of the coming year – which makes sense, in view of what they have to do to make their organization GDPR compliant. But the fact […]

Direct marketing and the rights and obligations of the GDPR

Direct marketing and the rights and obligations of the GDPR It will not have escaped your notice that the General Data Protection Regulation or GDPR will enter into force on 25 May 2018, ushering in a third generation of regulatory rules on data protection or the protection of the fundamental right to privacy, as it is often also known. And as a fundamental right is at […]