Archive for July, 2012

Geoff Vincent

Monday, July 30th, 2012

Name:

Geoff Vincent

Bio:

Marketing roles at Amex, FedEx, CCH Canadian,  Dun & Bradstreet Canada, Owen Media Partners and Simply Audiobooks (Fusenet). Having built substantial knowledge of CPC, CPA, SEO, SEM, web commerce & monetization and various Google applications (AdWords, AdSense, Analytics, AdManager), I recently launched a web publishing site.

Home page:

http://www.bizcompare.com

Google plus:

https://plus.google.com/u/0/102834944392286151714/?rel=author

Twitter:

https://twitter.com/bizcompare

Facebook:

www.facebook.com/pages/BizComparecom/135055303182021

LinkedIn:

http://ca.linkedin.com/in/geoffvincent

Blog URL:

http://www.bizcompare.com/blog


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B2B and Small Business Miscellany for July 20, 2012

Friday, July 20th, 2012

Throughout each week, I share what I consider to be interesting articles, blogs or web pages/sites about B2B and small business. I appreciate quality so I’m somewhat selective about what I pass along.

The best way to keep track of these is to follow me on Twitter at @bizcompare. But in case you missed any, here’s a list of my faves that I sent out this past week.

Sales & Marketing:

Leadership, Management & People:

Web & Social Media:

Entrepreneurship:

 

Thanks for reading my blog and please visit again.

Vincent out.

Authored by Geoff Vincent


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Yo Marketing, what have you done for me lately? Roles & Responsibilities.

Tuesday, July 17th, 2012

A very short blog today starting with an anecdote:

About 15 years ago, I started  a new role as a Director of Marketing. I reported to the VP who also had Sales and Customer Service under his belt.

This role was, admittedly, a step up for me. Perhaps sensing my green-ness, the Director of Sales, decided to be play provocateur with me.

At a weekly status meeting, after being grilled for his sales numbers, my peer turned to me and essentially said “so what are you going to do to help us make our numbers this month?”. Before I could defend myself with references to my team’s ongoing or new marketing programs, our mutual boss interjected and with this piece of wisdom (paraphrased):

The role of Sales is to get us revenue this month. The role of Marketing is to get us revenue 3 months from now.

Brilliant! And not because it momentarily shut the sales guy up, but because its such a cogent approach to roles and responsibilities of sales and marketing.

Hey, I do believe that marketing should have major skin in the game when it comes to revenues. I have eagerly signed up for goals and compensation plans that have been very highly weighted with revenue metrics. I believe that Sales and Marketing should be tied at the hip this way.

However, I have also been at the leadership table on the 15th of the month and being asked by my CEO and others about what marketing can do to help make this month’s numbers (context: all my marketing roles have been B2B). While well intended, that’s knee jerk stuff.

Yes, its possible to put out some sort of coupon or something that MIGHT bring in a few dollars. But at what cost and what downstream negative impact (i.e. asking the marketing group to throw together a program for immediate implementation means they are diverted from working on more cogent plans for the next month or two).

My message today:

There are things that Marketing should be doing all the time to help bring in immediate sales mostly in the area of product management (demo’s, providing subject matter expertise, client presentations, etc.). But a sizable chunk of a marketer’s daily effort should have a 30-90 day horizon to it. This is an appropriate (and required!) balance to the more immediate horizon that largely belongs to Sales.

What do you think? Where do you land on Marketing’s role in monthly revenue targets?

Thanks for reading my blog and please visit again.

Vincent out.

Related posts:


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B2B and Small Business Miscellany for July 6, 2012

Friday, July 6th, 2012

Throughout each week, I share what I consider to be interesting articles, blogs or web pages/sites about B2B and small business. I appreciate quality so I’m somewhat selective about what I pass along.

The best way to keep track of these is to follow me on Twitter at @bizcompare. But in case you missed any, here’s a list of my faves that I sent out this past week.

Sales & Marketing:

Leadership, Management & People:

Web & Social Media:

Thanks for reading my blog and please visit again.

Vincent out.

Authored by


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Small Biz Case Study: Doing the same thing repeatedly and expecting a different outcome.

Wednesday, July 4th, 2012

My headline pretty much gives away the message of this blog, but please do read on.

Today’s small business challenge in the Globe & Mail features a company called Elemental Inc., a Toronto based advertising agency with 18 employees and about $2 million in annual revenue. The CEO’s name is Brent Wardrop.

The issue: They hire fresh university school grads and give them great training, flexible & dynamic work environment and an opportunity to shine. Then, they get head hunted away to larger agencies who offer more career options and (sometimes) more money. Apparently this happens like clock work. They lose someone every year and more recently, three at one time. Ouch!

This is costly and disruptive to the company. Please go here to read the full description called How to keep star staff from jumping to bigger ships.

Sometimes the grass is greener on the other side but then it can  start to overgrow and get weedy!

The allure of more opportunity and money to a young twenty-something is not a new story. Its been around forever. I was 25 once, and can completely relate to being drawn to something “bigger and better” (or at least that’s what I thought).

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