THE ENHATCH BLOG

You can’t ‘try’ to be successful at selling. It just doesn’t work. You have to commit to it and be willing to do what it takes to reach your objectives. Then, when things change, you have to go back to learning again.

SNAP Selling by Jill Konrath

Sales, like many things in life, requires constant learning and iteration.  Most sales people we met are definitely committed to selling, but often are using methods that have grown stale overtime.  The methods and processes that once worked so well simply become ineffective.  The sales people and teams that have a strong commitment to learning however are the ones that are successful in the long run.

marketingprofs.com
Are Marketing and IT Execs United or Divided? via MarketingProfs
So 44% of CMOs and CIOs are experiencing implementation issues and 23% of CMOs say users are rejecting the technology solutions?  That is not much of a surprise since technology is becoming more complex and trying to do too much.  The products eventually become steamer trunks of every bit of functionality that can be shipped.  Of course, it is not features that solves business problems.  What would be better is a flexible platform that lets marketers determine what they need and to iterate quickly without requiring IT resources or a technical background.  Hmm, wonder what platform that would be?

Are Marketing and IT Execs United or Divided? via MarketingProfs

So 44% of CMOs and CIOs are experiencing implementation issues and 23% of CMOs say users are rejecting the technology solutions?  That is not much of a surprise since technology is becoming more complex and trying to do too much.  The products eventually become steamer trunks of every bit of functionality that can be shipped.  Of course, it is not features that solves business problems.  What would be better is a flexible platform that lets marketers determine what they need and to iterate quickly without requiring IT resources or a technical background.  Hmm, wonder what platform that would be?

dmnews.com
Every platform or sales tool that you consider should be viewed through the following prism: First, how does it enable my salespeople to be more focused and disciplined while still allowing them to be creative and entrepreneurial? Second, how does this help my sales managers coach and mentor their teams?

Let’s Get Real About Sales Automation via Direct Marketing News

Most sales tools get selected in committee based on reams and reams of requirement based on what people say, corporate priorities, and management needs.  But ultimately, most technology decisions never get down the core of what makes a sales people more effective and provides a means for helping managers be better coaches.  It is all about data entry, oceans of data and feeds, big interconnected data hubs, and lots reporting.

There is a better way and it starts with a platform focused on what it takes to make a field sales rep more confident and prepared and productive.  If that is not the very first question, chances are whatever is implemented is going to see poor adoption.

marketingprofs.com
Are Marketing and IT Execs United or Divided? via MarketingProfs
They may not be BFF, but the good news is that they are more aligned on key objectives.  The challenge remains that Marketing thinks IT is too slow and that IT thinks Marketing wants their cake and eat it too.  The good thing is that with Enhatch, at least marketing can have some of that cake and IT doesn’t have to get accused of moving too slow.
Are the complaints unwarranted though?  Marketing does need to have more flexible technology that they can mold themselves.  Business just moves much faster, especially in the age of mobile.  IT has more on their plates which is ironic given the advent of the cloud.  However, the work is in managing more systems and more data and more channels and ever more sophisticates technologies.  IT is simply treading water in many cases to keep the existing infrastructure afloat.
Enhatch gives IT a reprieve in that they no longer have to configure and manage the functional layer of technology.  We make it easy for marketers to handle that work, allowing them to move at whatever pace they need to adapt to product, market, and competitive events.  IT can then go back to handling the stuff they are good at, which is managing the infrastructure and the tough technology technologies.  You can have your cake and eat it too, at least when it comes to mobile sales and marketing apps!

Are Marketing and IT Execs United or Divided? via MarketingProfs

They may not be BFF, but the good news is that they are more aligned on key objectives.  The challenge remains that Marketing thinks IT is too slow and that IT thinks Marketing wants their cake and eat it too.  The good thing is that with Enhatch, at least marketing can have some of that cake and IT doesn’t have to get accused of moving too slow.

Are the complaints unwarranted though?  Marketing does need to have more flexible technology that they can mold themselves.  Business just moves much faster, especially in the age of mobile.  IT has more on their plates which is ironic given the advent of the cloud.  However, the work is in managing more systems and more data and more channels and ever more sophisticates technologies.  IT is simply treading water in many cases to keep the existing infrastructure afloat.

Enhatch gives IT a reprieve in that they no longer have to configure and manage the functional layer of technology.  We make it easy for marketers to handle that work, allowing them to move at whatever pace they need to adapt to product, market, and competitive events.  IT can then go back to handling the stuff they are good at, which is managing the infrastructure and the tough technology technologies.  You can have your cake and eat it too, at least when it comes to mobile sales and marketing apps!

dmnews.com
This seductive combination of data-gathering platforms and data analytics is appealing to those in executive management. The danger here, however, is that salespeople become unduly burdened with data gathering and data entry requirements for systems that haven’t been designed with the reality of their jobs in mind.

Let’s Get Real About Sales Automation via Direct Marketing News

We love technology but there comes a point when the technology obscures the actual needs of sales people.  We are awash in technology, but very little of it has actually helped the sales person to be better at their job.  This is why most sales reps shy away from corporate sponsored tools and turn to email, spreadsheets, and single purpose mobile apps to get their work done.  The lesson is that if vendors do not focus on the sales people first, then they will become yet another has been technology to be ignored.

marksbirch

Sales for Startups: The Cold Email

Some great thoughts and practical tips by our Chief Revenue Officer on how to create cold emails that get responses.  Definitely some worthwhile tools in the B2B sales arsenal.

marksbirch:

image

The cold sales email is about the worst aspect of the sales experience. No one wants to send these and no one wants to read them. Yet we as salespeople stubbornly persist in this soulless practice, evoking the ire and hatred of recipients everywhere. So why do we continue to slavishly grind out one thankless email after another thankless email?

The thing is that just enough people respond that it keeps the email machine alive. The typical response rates for cold B2B sales emails range anywhere from 3% to 9%…

enhatch.com
The Real History of Sales Technology via Enhatch Blog
A look at where we have been with various iterations of sales technologies which have been very data entry oriented and data model centric and how the future will be a break from the past.  The first task is to get back to building technology that is built for users first and then proceed from there.

The Real History of Sales Technology via Enhatch Blog

A look at where we have been with various iterations of sales technologies which have been very data entry oriented and data model centric and how the future will be a break from the past.  The first task is to get back to building technology that is built for users first and then proceed from there.

loyalty360.org
This process presents a virtuous cycle that start with customer data, inputs creativity/art, tests with math, and ends with higher revenue per spend, stronger customer loyalty, and higher customer lifetime value.

Engaging Customers with Math and Art via Loyalty360

The modern marketer is both creative and numbers driven.  That should be the goal of any technology, to bring both sides of the craft of marketing together.

Top Pressures in ERP Implementations…
Apparently do not include whether your users will hate the product you are implementing.  This chart reads more like top reasons business software implementations fail:
Users are too busy to care about the implementation of the system they will be using because someone else (the IT department) is handling it.
Spending time customizing a system that is so difficult to implement and arduous to implement that it is hugely stressful.
The bills for implementing the system are going through the roof because it requires more and more internal and external resources.
And getting ROI is before the first three pressures, in what we might call a case of the misplaced project priorities.
So there you have it, when it is someone else’s responsibility to implement technology, nothing turns out as expected.  Maybe if the business had direct access to customize the technology themselves without require technical assistance, things might turn out differently.

Top Pressures in ERP Implementations…

Apparently do not include whether your users will hate the product you are implementing.  This chart reads more like top reasons business software implementations fail:

  1. Users are too busy to care about the implementation of the system they will be using because someone else (the IT department) is handling it.
  2. Spending time customizing a system that is so difficult to implement and arduous to implement that it is hugely stressful.
  3. The bills for implementing the system are going through the roof because it requires more and more internal and external resources.
  4. And getting ROI is before the first three pressures, in what we might call a case of the misplaced project priorities.

So there you have it, when it is someone else’s responsibility to implement technology, nothing turns out as expected.  Maybe if the business had direct access to customize the technology themselves without require technical assistance, things might turn out differently.

searchcrm.techtarget.com
While some vendors have developed mobile offerings as a slimmed-down version of the full CRM app, others have force-fit their software into mobile devices without making the necessary adjustments. “Some vendors … are taking their capabilities and shoehorning them into their mobile form factor,” said Kate Leggett, an analyst at Forrester Research Inc. “But it’s a different process, a shorter conversation.” The result is that mobile tasks can remain inefficient or near-impossible where CRM data lacks access to other important systems.

CRM data integration still hobbles mobile via SearchCRM

If you are not thinking in a user-centric manner and developing first for the mobile experience, the app is simply not going to be used.  In that sense, integration becomes something of a non-factor, or at least one that is not critical to the success and adoption of the application.  This has been the experience of our customers, and it has led to apps that show better engagement and usage.

Get the user experience right and focus on one critical function.  Then slowly add integration, data, and functionality in an iterative approach.  If you start off with complex process and data integration first while trying to build a well designed mobile app, you might find yourself biting off more than you can chew and doing neither well.