3 Best Practices for 2010: Win Customers & Build Market Share in a Recovering Economy

Unpredictable economic times are forcing technology-marketing execs to re-think their current marketing strategies and maximize their resources in new ways.   We recently sponsored a series of interviews with industry leaders from Adobe, Cisco, IBM, and more Fortune 1000 technology companies to understand what top high-tech marketers are doing to counteract the economy and its effect on marketing initiatives and their success.   After compiling results and developing a top 10 list of the “Best Technology Marketing Practices for 2010” (which can be downloaded for free from our resource library at www.handlconsulting.com/resources), we thought we’d share with you three of the best practices that particularly stand out.

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#6: Focus on Internal Sales Enablement and Cutting to the Chase

March 25, 2010       

Keep the emphasis on quality of collateral and programs, not volume. By providing Sales with top-notch materials and in-depth brand knowledge, they’ll be better positioned to do their job successfully and bring in new business.


Some companies, as the Senior Director of Services Strategy at one large technology corporation points out, have implemented a whole playbook program – internal prospecting, packaging content together, streamlining messages – to deliver content succinctly.


“Better organization of what is already out there makes it more usable and digestible in the field,” allowing Sales to get to the point quicker and, in turn, touch more prospects and generate more sales.


Consider hiring a qualified third-party consultant to perform market research on your target demographic, competition, or the effectiveness of your current marketing endeavors. Case studies, whitepapers, and sales-enablement tools developed by an outside vendor often carry more weight in the eyes of the customer and allow Internal Marketing teams to spend times on other efforts.

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