Comments on: Summer Reading: Marketing Strategy Lifts Sales

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By: Todd Cabral

Todd Cabral — Thu, 07 Aug 2008 16:34:50 +0000

Thanks Mike,

Ardath’s comment points it out too – theory is good, but applied theory is better. To that end, today’s new post begins a series I’m calling “Strategy in Action,” which focuses on how different facets of marketing strategy can be applied to make our tactics better. There’s a lot to choose from, so let me know if you’d like me to hit any particular topics. Thanks again for commenting!

-Todd

By: Mike Marn

Mike Marn — Thu, 07 Aug 2008 15:48:27 +0000

Thanks a LOT, Todd – now EVERYBODY knows it! You provide a nice, tight summary of the B2B marketing “how to” manual. From a competitive standpoint, better you had suggested their summer reading include a nice trashy romance novel!

Again, well said, especially your third point. Marketing is all just theory until the sales force understands, believes, and helps deliver it.

By: Todd Cabral

Todd Cabral — Mon, 04 Aug 2008 21:27:59 +0000

Good point, Ardath. All the segmentation, positioning and differentiation in the world won’t help if the sales force doesn’t engage (or as you said- engage in a high-value dialog).

I think the engagement piece might be meaty enough for a post of its own…or even a series of posts. What do you think?

By: Ardath Albee

Ardath Albee — Mon, 04 Aug 2008 17:07:48 +0000

Hi Todd,

Thanks for jamming my head with all kinds of thoughts!

I really like how you’ve laid this out. If I could add something, I think it would be dialog (ultimately, engagement). I think this is implied in what you’ve said, but it’s also a specific that can make or break the outcomes of segmentation, positioning and differentiation.

Since both of us work a lot in technology, we know a complex sale takes a number of dialog exchanges, or interactions, to progress buyers toward the deal. It’s the ability to build and maintain engagement through a high-value dialog that gets that deal to happen. The segmentation, positioning and differentiation help you focus the dialog.

At least, that’s my take.
Ardath