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We recently asked for feedback on the Acelera Group newsletter. While our
readers are split on how often they want to receive the newsletter, one
message did come through loud and clear - give us more actionable marketing
and sales ideas!
As a result, we're changing the newsletter a bit. In addition to our
feature article, we're introducing a second regular discussion in which
we'll highlight marketing and sales activities that offer direct, measurable
results.
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Five Drills for Business Success |
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We asked the attendees of our recent Revenue BootCamp how they are
accomplishing the following:
- Connecting with the "best" prospects
- Communicating the value proposition
- Improving sales performance and productivity
Perhaps only successful people attended our Revenue BootCamp...but we
heard no whining about the economy. We did discuss five great
tactics for growing business. Here are three of our favorites from the
BootCamp:
- Target fewer prospects. Wow! This sure sounds
counter-intuitive, but it works.
- Give up the price game. In this difficult economy, it's
"easy" to try to win a deal on the basis of price...but even if
you do win a deal you lose.
- Think outside the box. In this age of instant complete
information, Internet auctions and who knows what else, you have to
think about different ways of doing things.
To learn more about these tactics and others, please read the full
article on our website.
And think about joining us at our next Revenue BootCamp on January 21st!
Five drills for business success... » |
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Marketing and Sales ROI |
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Direct marketing today is less a game of numbers and increasingly a game
of details. Two years ago a company could invest $100K in a broad direct
mail campaign to 2,000 or 10,000 recipients...today most companies
aren't investing that kind of money for a year's worth of direct mail!
Today, the name of the game is focus. Targeted direct mail campaigns
deliver results. The fewer high quality names in a given campaign, the
better...as long as the follow up mechanism works.!
An Effective Post Card Mailing
An IT services firm targeted 250 pharmaceutical companies with a four
part postcard campaign. Each postcard, sent approximately 3-5 days
apart, had a simple (and related) statement of value proposition, with
the last card promising a follow up.
The company sent the postcards in batches of 50, allowing sales people
to follow up shortly after the hand-selected recipients had received the
last of the series.
- The costs of the campaign, including printing, postage, and
external campaign development, barely broke $1,500.
- Results: Sales reps had conversations with 39 prospects,
almost a 15% response rate, and 10 of these prospects agreed to a
follow up discussion.
This firm expects to close 1-2 of these prospects for initial
contracts valued at $100-$200K, and further expects to remain in contact
with another 8-10 leading to 2-3 additional engagements over the next 18
months.
$200-$500K of identified new business. Not bad for a $1500 investment,
two days of staff time and approximately 10 days of sales time!
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Upcoming Topics |
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Next issue we'll explore the question:
New Year Marketing and
Sales Resolutions - will your marketing and sales processes help you
reach your new year's goals?
And to help us with future topics...what are the key marketing and
sales issues facing your organization?
Talk with us about your key issues... » |
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Links |
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Upcoming Events - An exclusive listing of the "best" events in
the Boston area. Make sure you're networking with the "right" people to
help you grow your business.
Subscription Information - To modify your subscription
information or to send a sample newsletter to a colleague.
Recent Articles - Recent Acelera Group articles on sales,
marketing and partnering issues.
About
the Acelera Group - For more information on the Acelera Group
and how we assist technology companies in growing their business more
quickly and profitably.
Contact Us - To inquire about how we can assist your
organization. Or feel free to call us at 617.737.7100. |
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