Sean Parnell – Wednesday, January 10, 2018
The B2B sales and marketing landscape can be a murky place.
Visitors may flock to your website but create few qualified leads. A flurry of sales activity doesn't necessarily lead to sustainable gains. You can flaunt your services at all the right trade shows and still go home with little to show for it. And every five minutes some new "must do" marketing platform or technology pops up on the scene.
It's never been easier to sink time and money into marketing your business. What's harder is creating a focused and disciplined strategy that's tied to genuine and measurable ROI.
At Innovaxis, we specialize in helping B2B businesses develop and implement effective sales and marketing strategies specifically tailored for B2B success. Our strategies don't just drive leads – they drive sustainable B2B success. But we don't do it alone.
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Sean Parnell – Tuesday, October 18, 2016
Once again, it's budget season. Try to contain your excitement...
While establishing budgets is a critical step, we believe that a more powerful way to look at it is "strategic planning season" – especially for companies that want to grow by 10-20% or more.
Budgeting vs. Strategic Planning
Strategic planning season is where budgets are driven by your goals for 2017. Sales and marketing goals often include:
- Revenues: overall, per country, per service, per channel partner, and per account
- New Client Acquisition: average selling price per engagement, number of new engagements, close rate
- Client Retention: retention percentage, growth of each account
- Lead Generation: combination of inbound (web, content marketing and SEO), and outbound marketing efforts (campaigns, events, PR, etc.)
The most effective strategic marketing plan gives you clarity on how to achieve these goals, how much those efforts will cost (internal time and external costs) and the expected ROI.
If you focus on budgeting first, the temptation is to think about doing the same thing next year as this year with some incremental increases. This likely will lead to incremental results and not serious growth.
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