If you can’t hear the music can you still dance? – Spinach Helpful Tip of the Week

Those who dance are considered insane George Carlinby those who cannot hear the music.” – George Carlin 

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!
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Can you hear the music? Who is dancing in your organization? Are you?  and most important of all do you know who in your organization can’t hear the music?

In today’s competitive environment and crowded market you have to be able to hear the music – the music that is being played on the Market-Driven Process radio station. You need to put on your dancing shoes, and tune in your radio and have your entire Organizations burst into a ‘Flashmob’  dancing frenzy – watch T Mobile get it right Click below and enjoy!

Flashmob - Golden Ratio Marketing

As Carlin said, ‘Those who dance are considered insane by those who cannot hear the music’  and the goal is for you as a leader of your organization to be dancing all over your competition who doesn’t have a clue what is going on until it is too late and the entire station is dancing around them.
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You need everyone working together utilizing our Marketing Technology stack, leveraging  information both in-house and external to better understand customer and product life-cycles and purchasing habits triggering promotional/marketing programs and contract initiatives that move customers through the customer life-cycle, reducing attrition and driving long-term customer relationships.

We’ve talked about what goes into developing a market plan – the four P’s

  • Product
  • Place
  • Promotion
  • Price

Gathering and sifting through all of the available information available through your Marketing Technology stack linked throughout your CRM systems, contract management systems, external data and internal data sources.  Now it’s time to take action, pull back the curtain and let’s see what you’ve got.

I’m talking about gaining internal alignment around your marketing plan within and across your organization, then creating your execution plan  –  so what does it take to dance on T Mobile’s case –

  • about 8 weeks planning (market-driven process market planning)
  • 10,000 auditions (information gathering and analysis)
  • 400 selected (data taken to create market plan)
  •  hidden cameras (to monitor effectiveness – Google Analytics, Marketing Technology stack)

all for a 2:41 minute video – but when you dance on your competition your customers will be dancing with you!

Click Here  –  The Event  – to see how it all happened

Execution Plan down to the ground level including your demand forecast, package size and offering, price structures for your channels, trade/consumer offers, terms of sale, Marcom plan, KOL’s/Experts, Sales targets and Incentive plan, Samples (free goods), etc., and everything else that goes into a successful Market-Driven Organizations execution plan.

Now it’s time to execute with excellence and Dance!

Q: Can you hear the music?

Q: Who is dancing in your organization? are you?

Q: As a leader in you organization do you know who in your organizatioPopeye Spinachn can’t hear the music?

What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips regarding the Market-Driven Process at my blog www.demos2g.wordpress.com

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Continued – Leveraging CRM systems as part of your Marketing Technology stack – CRM systems turning Insights into competitive advantages – an interview with industry leader Jimmy Haverstick”- Spinach Helpful Tip of the Week

Last time in our weekly Spinach Helpful tips we discussed  the important role CRMs play using information and data gathering, and mining it through your Marketing Technology stack to move customers through the sales funnel. I shared comments from Jimmy Haverstick regarding how to specifically integrates the broad array of information and knowledge from their Sales and Marketing teams’ and move their customers which allows an organization to move them through the sales funnel:

  • Customers and where they are in the sales process
  • Channels & Market pressures/opportunities
  • Competitors

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I am a strong proponent of sales and marketing teams working together across a CRM platform driving campaigns and collecting valuable field level information.  Companies should have a plan to build and maintain a customer database as a major objective. – Jimmy Haverstick

Let’s hear more from our guest expert Jimmy Haverstick about how he see’s organizations utilize their CRM systems, and how you can be more effective integrating and working in your Marketing Technology stack your organizations CRM system:

Q: What type of information can and should be input into a Market-Driven Organization’s CRM system?

Most sales people are not excited about ‘CRM’ data entry tasks. But if positioned properly and as part of the overall integrated sales and marketing plan to grow share and revenue, sales teams will gladly adopt and engage with CRM systems.

I am a strong proponent of sales and marketing teams working together across a CRM platform driving campaigns and collecting valuable field level information. 

Companies should have a plan to build and mainNew traditional funnel meets flipped funnel - CRM -Golden Ratio Marketingtain a customer database as a major objective.  Sales teams have important customer information in their heads that should also be a corporate asset. For example, vet school attended, preference for sales call time, what not to say, spouse actually makes the purchase decisions etc.  Further, the marketing departments should task the sales teams with simple customer segmentation schemes that help profile and organize customers by potential.

When the marketing teams use this information and the CRM system to target and grow sales, the sales teams will see the value and jump at the chance to further define customers and work marketing driven sales plans that ultimately grow their territories. – Jimmy Haverstick

We discussed the importance of using data from a Market-Driven Organizations CRM system, but what do we mean by important? We mean dollars to the bottom line of the company. How does that happen, by taking advantage of our ability to monitor the information available to our Sales and Marketing teams and what is going on around us. Now take that information and turn it into knowledge leverage existing information to better understand customer and product lifecycle trends and buying habits.

When the Sales and Marketing teams and their executives use this information to develop/design sales & marketing programs that move customers along their lifecycle(s), reduce attrition and drive long-term customer relationships they can stay ahead of their competition and always be ahead of the curve with their offerings. Offerings that actually align with our customers’ needs’ allow us to outstrip our competition and leave them asking ‘what the heck just happened’.

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How should your Marketing Department and the Sales Department collaborate in a high functioning Market-Driven Organization? There is an old saying ‘garbage in equals garbage out’ but, by working together  inputting good relevant time sensitive data about what your customers are doing, how they are responding to offers and market conditions a Market-Driven Organization can be more responsive and will outperform other companies!

How can a functioning CRM system support these goal and objectives?

Connecting marketing and sales via CRM is where the value strategically starts to really become clear.  – Jimmy Haverstick

Most organizations work hard, but are they working smart and have they begun to approach a level of strategic focus that a Market-Driven Organization possesses.  Almost all organizations look at strategic plans & historical documents, they review their financial statements, and the companies’ managers and marketing teams scour sales data from both internal and external sources.  But where is the coordination, and what tools allow them to have a competitive advantage in the market place?

The difference we are talking about is what happens when a Market-Driven Process is adopted and a Market-Driven Organization rises up and works together.  When you’ve a high functioning CRM system and all parties involved are inputting, reviewing and analyzing data to make strategic decision that drive the business the synergy that results are palpable. Plow & Hearth

When the marketing teams use this information and the CRM system to target and grow sales, the sales teams will see the value and jump at the chance to further define customers and work marketing driven sales plans that ultimately grow their territories. – Jimmy Haverstick

As we go through the next few segments of this series please be sure to share any questions that you have for Jimmy and please provide your insights and thoughts so we have a more robust dialogue. Remember we don’t let each other walk around with spinach in our teeth.

What is a ‘Spinach helpful tip’?Popeye Spinach

Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

Jimmy Haverstick

Jimmy started his career as an outside sales representative for WA Butler now Henry Schein Animal Health.  Foreseeing the need for a better information sharing and marketing program fulfillment in the animal health channel, Jimmy co-founded FTG with Chris Glaser in 2000.  FTG provides EDI management, analytics and reporting, marketing program management and CRM solutions to sales and marketing teams across manufacturers and distributors in the Animal Health, Pet Specialty and Agricultural Industries. 

 

1What Does it Mean to be Market-Driven?, Business Strategy Review, 1998, Volume 9 Issue 1, pp 1-14
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‘Where’d you get that?’ – Questioning Information, Data, and Experience – our next installment utilizing Socratic Questions for Sales & Marketing Leaders – Spinach Helpful tip of the week

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

Socratic Questioning as part of your day to day for Sales & Marketing Leaders 

In this our fourth installment we’ll continue to explore Socratic Questioning methods you should utilize for Questioning Information, Data, and Experience: For anyone to understand what thought/proposition being communicated to them, they need to fully understand and accept that thoughts presuppose an information base.
Plow & Hearth
Ergo, whatever is being communicated to you is limited by thSocrates - Golden Ratio Marketing - Sales Leadershipe information base upon which is was developed. To make a better decision, you need to understand the actors, so it’s important to assume you do not fully understand the thought/proposition until you understand the background information (facts, data, and experiences) that supports or informs the thought or proposition being put forward.

Questions that focus on information, data and experience include:

  • On what information are you basing that comment?
  • What experience convinced you of this?
    • Could your experience be distorted?
  • How do you know this information is accurate?
    • How could you verify it?
  • Have you failed to consider any information or data you need to consider?
  • What are these data based on?
    • How were they developed?
    • Is your conclusion based on hard facts or soft data?

Whatever is being communicated to you is limited by the information base upon which is was developed.

Questioning Information, Data and Experience:  Everyday as  Sales and Marketing Leaders you’re presented with projects, reports, proposals which require your CIA – consideration, input or approval.  Your pummeled with information and data and by applying Socratic questioning to learn the who, what, where and how a position was arrived – where the data came from and was it the right data –  so you can fully develop your thoughts and shape whatever your CIA response needs to be.

First respond, ‘where’d you get that?’, allowing whoever is communicating to share how they arrived at their decision so you know before you finalize your thoughts. This is not a call for ‘analysis paralysis’ or to become a weak ‘kick the can’ leader who never accomplishes anything but frustrating those around them and missing out on opportunities.  The old adage, ‘you have two (2) ears, Kick-the-Can-Game - Golden Ratio Marketing - Demos 2 Goand one (1) mouth, so you should listen twice as much as you talk!‘,  following Socrates’ advice here, before you respond, question the information, data and experience the thought/proposal is based upon. Now you move along the pathway with confidence that you understand the basis this thought/proposal was formulated upon thereby validating your action so you can move forward confidently!

Questions that help you understand on questions to better understand what information, data or experience a person or group used to arrive at their thought/proposition include:

  • What would be an alternative?
  • What is another way to look at it?
  • Would you explain why it is necessary or beneficial, and who benefits?
  • Why is the best?
  • What are the strengths and weaknesses of…?

So let’s understand what is the desired decision/outcome the champion hopes to achieve and how are they going to align with the desired  WIIFM or What’s In It For Me for the consumer whether they are B2B or B2C.  Question the question before finalizing your thought and don’t assume you fully understand someone’s question thought  until you understand the drivers behind it.

Time to tell them about the Spinach in their teeth right now.

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it’s too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips

Stacy Adams Online Live Interactive Classes by Edureka

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Leveraging CRM systems as part of your Marketing Technology stack – CRM systems turning Insights into competitive advantages – an interview with industry leader Jimmy Haverstick”- Spinach Helpful Tip of the Week

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

Leveraging your CRM data and information with your Marketing Technology stack, today I wanted to share some insights from an interview I had with Jimmy Haverstick an industry expert with over 15 years designing CRM systems and working with C Suite Executives, Marketing Leaders & their Marketing teams and Sales Leaders & their Sales teams. Jimmy was very gracious with his time and his insight into how the Marketing and Sales teams can and should optimize their CRM systems. I want to thank our guest for providing his expertise and insight into this subject.’ll start with two quick definitions

‘What is a CRM system’ and ‘What is the Market-Driven Process’?

Jennifer Burnham from SalesForce.com defines a CRM system in a recent blog post ‘What is CRM?’

C-R-M stands for Customer Relationship Management. At its simplest, a CRM system allows businesses to manage business relationships and the data and information associated with them. With CRM, you can store customer and prospect contact information, accounts, leads and sales opportunities in one central location, ideally in the cloud so the information is accessible by many, in real time.

George S. Day shared the following definition in his article ‘What does it mean to be Market-Driven1?

Thus, being market-driven is about having the guidance systems and discipline to make sound strategic choices and implement them consistently and thoroughly. It is not about being all things to all people.1
In the last few Spinach Helpful Tips we’ve been discussing the importance of information and data gathering, and how it is going to be mined through your Marketing Technology stack, more specifically how to integrates the broad array of information and knowledge from their Sales and Marketing teams’ and move their customers through the sales funnel:

  • Identifying Leads and moving potential customers into your funnel
  • Validating Customers and where they are in the sales process
  • Effects of Channels & Market pressures/opportunities
  • Strategy implementation to win against your Competitors

This information being captured across our organizations can’t be hidden away in silos, it has to be mined as part of the Market-Driven Process during our ongoing ‘information gathering’.

No one relies on handwritten notes on 3×5 index cardsCRM - Marketing Technology Stack - Golden Ratio Marketing anymore, instead Senior Leaders expect and demand integration, speed and outcomes – we need functional technology that is integrated across our platforms to record and capture pertinent information, with the ability retrieve and analyze that information and turn into valuable data resulting in sales.

The point is this, unless you have clearly defined why you want to implement CRM and your CRM system is aligned with your sales and marketing objectives then it’s destined for failure.  – Jimmy Haverstick

How? Let’s hear from our guest expert Jimmy Haverstick about one integrated tool working in your Marketing Technology stack your organizations CRM system:

Q: What is a CRM system?

We ask all our potential CRM clients “What does CRM mean to you and why do you want to implement a CRM system?” You would be surprised at all the different answers we get.  Everything from contact management to sophisticated marketing automation suites.   CRM is a platform that can connect sales, marketing, finance and corporate support teams via each customer.  One view of all customer interactions and objectives.  That being said, many CRM implementations are really just Sales Force Automation platforms that empower the sales teams from a pre-call planning and post-call follow up standpoint.  In other words, more operational use then strategic.  Connecting marketing and sales via CRM is where the value strategically starts to really become clear.  – Jimmy HaverstiAWS Architect Online Training by Edurekack

Q: Many organizations have CRM systems that Fail – why?

CRM is not a magic pill. It does not create marketing and sales plans nor does it make the sales call or train your sales people.  It is software that helps an organization be more efficient in executing your sales and marketing plans.

Although we use Microsoft CRM internally and for our clients, we do not believe the software matters (sorry Microsoft). All CRM systems are really just a series of forms, reports, data and fields all customizable for any use case.  The point is this, unless you have clearly defined why you want to implement CRM and your CRM system is aligned with your sales and marketing objectives then it’s destined for failure.  – Jimmy Haverstick

As we go through the next few segments of this series please be sure to share any questions that you have for Jimmy and please provide your insights and thoughts so we have a more robust dialogue. Remember we don’t let each other walk around with spinach in our teeth.

Please feel to reach out and contact me with questions or comments – Click here

Plow & Hearth

What is a ‘Spinach helpful tip’?

Popeye SpinachHave you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

Jimmy Haverstick started his career as an outside sales representative for WA Butler now Henry Schein Animal Health.  Foreseeing the need for a better information sharing and marketing program fulfillment in the animal health channel, Jimmy co-founded FTG with Chris Glaser in 2000.  FTG provides EDI management, analytics and reporting, marketing program management and CRM solutions to sales and marketing teams across manufacturers and distributors in the Animal Health, Pet Specialty and Agricultural Industries. 

 1What Does it Mean to be Market-Driven?, Business Strategy Review, 1998, Volume 9 Issue 1, pp 1-14

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New Google Analytics Interface – great training deck review – Spinach Helpful Tip of the week

New Google Analytics training - Golden Ratio Marketing - Marketing

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

Starting with something as simple as a new logo in the upper left hand corner, also your user settings icon which used to be a gear is now three dots. This is where you can get to your User settings, Send feedback, and request Help.

The new logo in the upper left hand corner, is where you can toggle the navigation by tapping anywhere within this section or on the down arrow icon – that will allow you to scroll between your accounts, your properties, and your views.

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Let’s see, another change that offers up additional advantages around ‘notifications’, when you open up notifications, they will be represented in the form of cards. The new setup includes the ‘bell’ icon or symbol in the upper right hand corner, this icon allows you to view then you can copy any of these notifications as plain text.

Your user icon in the upper right hand corner will allow you to see all of your emails and user accounts you’re logged into. This will also act as a link to your global Google account settings.

Please take a moment to click on and view this great training video below presented by Brad Batesole:

New Google Analytics Interface training deck

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Also, as we discussed in our earlier Spinach Helpful Tip of the Week when we reviewed the article Exploring Google Analytics’ New User Interface by Marcus McCarthy here are some other updates:

The page listing all accounts was removed and the functionality of the categories was changed. You will notice that when a user selects a category in the navigation now, their previously opened category closes. This is a good thing because it prevents a huge list from opening when you are digging into your data.

Also, the “Admin” Tab, which used to be at the top of the page, well now it’s been moved to the bottom left of the page.

As we find updates and new information, great articles and authors to share we will bring them to you. Hope you enjoyed our Spinach Helpful Tip of the Week.

If you have any questions, or tips to share please leave a comment below!

What is a ‘Spinach helpful tip’?

Have you ever walked around all day with something in your teeth, but no oPopeye Spinachne tells you. A real friend doesn’t let that happen, they take you to the side and tell you. It may be embarrassing at first but not as bad as finding out at the end of the day after meeting with clients and your boss about a raise – when it is too late to do anything about it. Especially if your trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

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Bringing it all together it’s time to develop the Marketing Plan – in the Market-Driven Process – Spinach Helpful Tip of the Week

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

In today’s crowded market and highly competitive environment it’s more important than ever to adopt and live the Market-Driven Process within and across your organization – how are you using your Marketing Technology Stack to fully leverage your

  • CRM
  • Google Analytics
  • Customer Service
  • Shipping
  • Social and Digital including Blogging, Google AdWords, Bing AdWords  and all of the raw data from the Information/Data gathering process, convert information and data into insights through the review evaluate phase.

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We look at developing the Marketing Plan, and taking our first steps fleshing out our first Creative Briefs – and one of biggest hits in recent years Mad Men.  When I think about a Marketing Plans scenes with Don Draper and the cast of Mad Men come flooding into view.

Don Draper quoteAs we have been discussing the Market-Driven Process and Market-Driven Organizations the strategy doesn’t change your organization needs to leverage existing in-house and external data to better understand customer and product life cycles and purchasing habits that will then trigger promotional, marketing programs and contract initiatives that move customers and adapt with them through the customer life cycle, reducing attrition and driving long-term customer relationships.

Where do we capture this living document, in the Marketing Plan and as part of the Marketing Plan we’ll be looking at the traditional four P’s of marketing Product, Place, Promotion and Price. While the quote “Make it Simple, But Significant,” from the television character Don Draper may seem simple it rings loudly with truth.

In a modern Market-Driven Organization developing your strategy for your Product, Place, Promotion, and Price have many facets but it is important to follow the KISS principal and  Keep It Simple Stupid.

We’re going to jump ahead and talk about Promotion Strategy, and begin with the Creative Brief.

How to write a creative brief that gets results, by Mel Henson

This entry was posted in Digital marketing strategy.  Bookmark the permalink.
So the questions that Mel Henson shared are important to keep us on point not only with a Creative Brief but all aspects of the Marketing Plan.

Creative Brief - Marketing - Golden Ratio Marketing

• Background – Why are you doing this?
• Objective – What is this trying to achieve?
• Target Audience – Who is this for?
• Promise – What are you offering?
• Support Your Promise – What’s the proof in the pudding?
• Key Message – What do you want your audience to come away with?

Remember, the Market-Driven Process and Market-Driven Organizations needs to leverage existing in-house and external data to better understand customer and product life-cycles and purchasing habits that will then trigger promotional/marketing programs and contract initiatives that move customers and adapt with them throughAlibris: Books, Music, & Movies the customer life cycle, reducing attrition and driving long-term customer relationships.

 

As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth. To make sure that we aren’t walking around with spinach in our teeth here are a few questions I like to ask:

Q: Have we done this before?

Q: How will this increase incremental sales?

Q: Who’s the target?

Q: What is the goal of the campaign?

What questions do you ask?

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What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!Popeye Spinach

Best regards,

Chris A. Marshall

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Exploring Google Analytics’ New User Interface – an article by Marcus McCarthy from Delphic Digital

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

How many times have you received the dreaded ‘Update’ message on your phone or from the App store. It becomes even more of an event when it’s your Google Analytics dashboard – Here’s a great article by Marcus McCarthy with Delphic Digital:

As a quick reminder Delphic Digital was a 2016 Stackies Award Winner – their insights into how they utilized their Marketing Technology Stack tools to deliver their focus on:

  • Acquisition
  • Nurturing
  • Retention
  • Insights & Analytics
  • Communication
  • Productivity

Marketing Technology Stack – 2016 Stackie Winner

Source: Exploring Google Analytics’ New User Interface

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‘Say What?’ – the importance of Questioning Questions – our next installment on utilizing Socratic Questions for Sales & Marketing Leaders – Spinach Helpful tip of the week

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

Socratic Questioning as part of your day to day Sales & Marketing Leadership  

In this our third installment we will continue to explore Socratic Questioning methods you should utilize to better understand a persons ‘Questions’

Questioning Questions:  Every day as  Sales and Marketing Leaders your asked to respond or provide your thoughts to different situations. Your faced with questions, but by using questions seeking to learn what is behind the situation or question before you offers you the opportunity to dig deeper and then fully develop your thoughts and shape your response. Whatever form your thoughts take, whether it’s actions or words.

First respond, ‘Say What?’, allowing yourself to take a breathe before you finalize your thoughts a much more comfortable position for our fellow introverts, but one that can be anguish for extroverts. The old adage, ‘you have two (2) ears, Socrates - Golden Ratio Marketing - Demos 2 Go - Marketing - SEO - SEMand one (1) mouth, so you should listen twice as much as you talk!‘, follows Socrates advice here.  Before you respond, or make an snap decision or off the cuff response, Socrates recommended you question the question. You should start from a position or assumption you don’t fully understand a thought or response until you understand the question that gives rise to it.

Questions that help you focus on questions to better understand a person or groups thinking include:

  • I’m not sure exactly what question you are raising. Could you explain it?
  • What are the main questions that guide the way you behave in this or that situation?
  • Is this question the best one to focus on at this point, or is there a more pressing question you need to address?
  • What questions might you be failing to ask that you should be asking?

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So let’s understand what is the desired decision/outcome the champion hopes to achieve and how are they going to align with the desired  WIIFM or What’s In It For Me for the consumer whether they are B2B or B2C.  Question the question before finalizing your thought and don’t assume you fully understand someone’s question thought  until you understand the drivers behind it.

Time to tell them about the Spinach in their teeth right now.

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips

Online Live Interactive Classes by Edureka

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$5 off orders of $60+, with code 5OFF valid 4/16-4/30

PetSmart

Ready – Fire – Aim, or commonly known as ‘Damn the torpedoes full steam ahead’ vs. ‘Analysis Paralysis’

‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

We’ve heard the phrase, ’Ready – Fire – Aim’ applied to employees, sales teams and organizations.  Steven Coats’ talks about describing organizations with this moniker in his article, ‘Ready, Fire, Aim!’ for International Leadership Associates in 2005 .
Ready - Fire - Aim - Arrows-Missing-Target - Golden Ratio Marketing - Demos 2 Go

How does this apply to the Market Driven Process? Can it apply to a Market Driven Organization?

When you read Coats’ article as well as other articles around ‘Ready-Aim-Fire‘  did you automatically think about your own organization? a vendor? a customer?  Who started looking for their dashboard?  What where the varied connotations it has across different organizations, and taking a step further what does it mean based upon the environment they operate in?

I think everyone would agree its very important to learn from your SWOT analysis, your dashboards and that it can be different for startups, struggling entrepreneurs, established organizations and heavily regulated environments vs non-regulated environments.

Some organizations can be described as ‘take charge, full speed ahead, take no prisoner’s‘ who proudly tattoo their motto, “damn the torpedoes full speed ahead”.

From the outside we see these organizations plowing money into new tools for their marketing technology stack without assessing fit and compatibility, chasing false leads, wasting resources on the wrong customers, overreacting to market activities and missing real opportunities by a wide mark.

These ‘we don’t have time to waste‘ organizations who feel doing research, targeting and segmenting their business better have deep pockets to survive.  If you look at the yin to their yang we have their antithesis who are trapped in ‘analysis paralyses’.

Analysis paralyses‘, the perfect way to describe organizations who bury their head Kick-the-Can-Game - Golden Ratio Marketing - Demos 2 Goin the sand waiting for a unanimous consensus.  You probably have all met with, worked with or been frustrated by these Leaders and organizations who can’t or wont make a decision. These are the one’s who love to ‘kick the can down the road‘.  It’s a different type of war-gaming, one that originally sold by Remco.
Organizations’ unable to make a decision and move out of the initial steps in the Market Driven Process of information gathering and analysis often go down the same path waiting for buggy whips to make a comeback, they’re sure of it,  they just need to do a little more research and have 100% agreement from everyone.

In a Market Drive Organization your decision point needs to be somewhere in the middle as Steven Coats shared in his article:

 As you might suspect, the best answer lies somewhere in the middle. Even in our overworked, no time for anything world, it is unconscionable to take a position that there is no time to think. On the other hand, it is just as ruinous to get caught up in endless analysis, thus deferring or avoiding decisions that must be made quickly. The best decisions are made with an appropriate balance of thinking and action.

Here is the link for his entire article:  http://i-lead.com/ila-articles/ready-fire-aim/

In our upcoming Spinach Helpful Tips we’ll continue discussing best practices for Leaders and the Market Driven Process, ‘information gathering’ then converting Information into Data, and Data into Insights. We will touch upon testing those insights with war games and customer feedback then turning them into Action to fuel your Organizations Market Driven Process.

We’ve need to get ‘Ready’ with research and information gathering, but before we blast off and ‘Fire’ or take any action and allocate resources we need to make sure we’re focusing on strategy and taking ‘Aim’ at the right opportunities. The importance of targeting and segmentation and how we allocate resources will determine whether we’re optimizing our ROI and in today’s environment keeping your ‘jobs’.

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Steven Coats shared later in his article:

Breakthrough strategies seldom just show up on your desk. They come from a lot of thinking, debating and analyzing them from a number of different perspectives. And then they are validated and strengthened with testing, experimenting, prototyping and other necessary actions. As a leader, you must encourage both innovative thinking and hands-on experimentation if you expect to keep up with your competition.

Here’s where the proverbial rubber meets the road as we begin to align what we do with what our customers need and value. As an organization have we sat down and categorized our customers based upon their potential value and how do you accomplish that? Have we taken the time to determine the customers perceived values relative to what your organization offers?

Q: Does your organization’s follow a Ready-Fire-Aim philosophy?

Q: Who leads the targeting and segmentation process within your organization as part of the Market Driven Process?

As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth.

What is a ‘Spinach helpful tip’?                                  Popeye Spinach

Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

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Using Socratic Questioning as part of your day to day Sales & Marketing Leadership – Installment 2 – Spinach Helpful Tip of the Week

Socratic Questioning as part of your day to day Sales & Marketing Leadership  

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In this second installment we will continue to explore Socratic Questioning methods you should utilize to better understand a projects or a person’s Goals and
Purposes: 

Questioning Goals and Purposes: All thought reflects an a person or project’s agenda or purpose. Assume that you do not fully understand someone’s thought (including your own) until you understand the agenda behind it.

Questions that focus on ‘purpose in thinking’ help remove internal biases from a Leaders decision, provides clarity and creates  should follow a logical line of reasoning. Socrates a former solider was renowned in early Greece as a philosopher teacher whose most famous pupil Plato believed, taught and demonstrated in his soliloquies that a disciplined practice of thoughtful questioning enabled his student’s to examine their own ideas as well as other’s logically and to help them determine the validity of those ideas:

  • What are you trying to accomplish here?
  • What is your central aim or task in this line of thought?
  • What is the purpose of this assignment/creative brief/SWOT analysis/relationship/policy/law?

PetSmart

As a Leader you need to make sure the proposal’s you are evaluating and the supporters or Champion of those proposal’s understand what they are proposing and have thought out What they are trying to accomplish with this project? If they don’t know how can you be expected to support with your organizations resources – time, money, manpower, manufacturing…..

ex. Let’s offer a sample of our product to everyone attending an upcoming event….   Sounds good, now it’s time to have the dialogue

Remember these questions aren’t only for your employees and leaders in your organization they’re for you as well. What are you trying to accomplish? What is your central aim with this new CRM system? You need to communicate this to your team, your vendors

As we continue our discussion about using Socratic questioning we’ll look at how all thought reflects an agenda or purpose. I’ll recommend you continually refer to the desired decision/outcome you hope to achieve and how they will align with the desired  WIIFM or What’s In It For Me for the consumer whether they are B2B or B2C.  Whether your developing your creative brief, reviewing your SWOT analysis, completing a one page marketing plan, performing SEO optimization or key words alignment we need to assume you do not fully understand someone’s thought (including your own) until you understand the drivers behind it.

Taking time to drill down and utilize Socratic questioning always provide value, I’ll say it again the scariest thing a Leader can ever hear from his team is, ‘ because we have always done this!’

Time to tell them about the Spinach in their teeth right now.

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips

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