Align To Accelerate Sales Performance

Align To Accelerate Sales Performance

Just as alignment is key to your automobile running efficiently and not wearing down the tires, alignment of your management team is also key. Unfortunately, it is also rare. Such misalignment results in silos, miscommunication, misunderstanding and unempowered employees. So how do you ensure your management team is in alignment? Ask them each ...

Tom Smith

Tom Smith

7 Ways to Leverage Your Best Customers to Accelerate Sales

Do you know who your best customers are? Not the ones who spend the most. Not the ones who visit you most often. The ones that tell others about your products and services. The ones that rave about you on Facebook. You have prospects, customers, satisfied customers and "raving fans" or advocates. Your raving fans are your most valuable customers. T...

Tom Smith

Tom Smith

Improve Your Company’s Vision to Accelerate Sales

This is the second of several posts on the elements of a brand platform with "Vision" being the first thing to tackle. Does your company have a vision statement? Do you and your employees know what it is and what it means? About half of the companies with whom I've worked have had a vision statement -- 90% of those were vacuous. As a result, there ...

Tom Smith

Tom Smith

Consumer Insights and Aligned, Empowered Employees

In a recent edition of Communication World, Steve Crescenzo writes about corporate communications for employees and their disinterest relative to other distractions like Facebook, You Tube, et al. While this is a challenge, there is a bigger challenge. One of the biggest problems I see in companies I work with today is the lack of adoption of the m...

Tom Smith

Tom Smith

12 Steps to an Integrated Marketing Communications Plan

The Brand Platform: The Foundation of a Cohesive Integrated Marketing Communications Plan Why a Brand Platform? A brand platform will align the company’s goals and aspirations with its resources and capabilities A brand platform sends a message to everyone in the company It should be: 1) short enough to remember; 2) simple enough to understan...

Tom Smith

Tom Smith

Align to Accelerate Sales

Vision Mission Values Strategic positioning (i.e., what makes you different and better) Think again. Odds are they aren't. I just heard Jessica Cobbs, Global Brand Director of UPS, speak and their management team wasn't in alignment. If your management team isn't in alignment, what are the odds your employees are all working towards the same...

Tom Smith

Tom Smith

7 Steps to Innovation

Thanks to Carmen Gallo, columnist for BusinessWeek.com publishing "Innovate the Steve Jobs Way: 7 Insanely Different Principles for Breakthrough Success" on SlideShare (http://slidesha.re/iLATab). Mr. Gallo wrote the book, The Innovation Secrets of Steve Jobs, in which he shares the seven principles that are largely responsible for his breakthrough...

Tom Smith

Tom Smith

10 Trends to Accelerate Sales in 2014

As we head into the holiday season and into the New Year, it's time to reflect on the challenges and successes that marketers have encountered this year, and to determine what the focus needs to be in 2014 according to Swen Krups, vice president of client services for Epsilon, who offers ten trends that could bring brands and their customers closer...

Tom Smith

Tom Smith

10 Ways to Enhance Emotional Connection to Your Brand

Great webinar by Gary Singer, founder and CEO of Buyology Inc. (@BuyologyInc) entitled, "Building Your Brand: Understanding the Non-Conscious Drivers of Choice." Like Dr. A.K. Pradeep (@akpradeep), the founder of NeuroFocus, that I wrote about in "Consumer Insights on the Buying Brain", Mr. Singer suggests that 85% of decision-making takes place o...

Tom Smith

Tom Smith

Employee Engagement and Empowerment Starts at the Top

Interesting post by the Gallup Management Journal on the "Five Ways to Improve Employee Engagement Now." Only 13% of employees are engaged at work. If an employee is not engaged, they're not likely to provide an outstanding customer experience. If an employee doesn't provide an outstanding customer experience, you're not likely to have many sa...

Tom Smith

Tom Smith