When marketing and sales silos do not align customer experience suffers

Posted by Steve Whittington on Dec 5, 2017 8:54:10 AM

Company SilosRecently, I experienced a very effective marketing experience that was seamlessly connected to the start of the sales process. I have to admit I was impressed; until I went to the physical location and was immersed in their in-store experience.

So what happened?

I was triggered by a radio ad for an item I am considering purchasing.

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Topics: customer experience, Customer Series, Marketing Series, marketing, Sales process, Blogs

The reason why we market

Posted by Steve Whittington on Nov 20, 2013 2:21:16 PM

We all know the reason why we market. We want to create interest in our goods and services that will convert into leads which can be closed to create revenue. We want to do this efficiently to create the return on investment our shareholders are seeking. This is the definitive reason why we market. But there is another reason why for marketing and it occurs in the how.

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Topics: creating content, customer focus, Marketing Series, marketing, Blogs, why market?, why do we market

What would you buy?

Posted by Steve Whittington on Aug 9, 2013 2:53:17 PM

Flatdeck Trailer Line up Flatdeck Trailer Line up

It was a hot day; I had just finished walking the customer through our good, better, best line of flatdeck trailers. He seemed impressed by a couple of the units in fact he commented “I am not sure what I want now….what would you buy?”. I thought about it briefly and then gave him an honest answer.

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Topics: buying process, customer behaviour, marketing, marketing research, Sales process, Blogs

Forgotten Customers

Posted by Steve Whittington on Jan 5, 2013 2:18:12 PM

We have been reviewing our marketing costs with a great deal of scrutiny. The litmus test is simple: can we track results? If not, we need to change the medium, or the offer, or ditch the channel entirely. More on this in another blog.

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Topics: customer lfe cycle, customer management, Customer Series, Customer Service, forgotten customers, marketing mediums, marketing, Blogs

Organizing Creativity

Posted by Steve Whittington on Sep 2, 2012 3:24:45 PM

To be creative requires a moment of insight or a flash of brilliance in order to create a marketing campaign that captures the customers’ hearts and minds and engages at a grand new height with the company. Sure, this does occur to some extent. For the Ninth Store team Stuck in the Muck was such an insight by Jody Kemp, an Ag salesman out of Southey, Saskatchewan. But to be fair, most of our marketing (SABEX Award winning no less) is quite structured, conservative, measured, weighed and continuously tweaked. Quite boring stuff, not the Mad Men moments individuals going into marketing might hope for.

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Topics: defining a brand, marketing mix, Marketing Series, Project Management, Social Media, analytics, creative writing, Defining the Scope of a project, managing creativity, marketing, mobile, Blogs

The Idea Room

Posted by Steve Whittington on Jul 28, 2012 3:34:42 PM

I have never been one to pay much attention to work place design. Several months ago the Ninth Store team received a physical workplace transformation. The scattered physical team was relocated and consolidated into one room. The room quickly got labelled: The Idea Room by the new occupants.

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Topics: Creative work space, creativity, marketing, Blogs

Award Winning Customers

Posted by Steve Whittington on Jun 13, 2012 1:26:19 PM

Good companies often win awards but what about their customers? Shouldn’t they be recognized? Are they not part of the reason for the award?At Flaman Group of Companies this year we have won two awards:

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Topics: Consumer Choice Award, Customer Series, Customer Service, marketing, SABEX Award, Blogs

Risky Business

Posted by Steve Whittington on May 3, 2012 1:35:05 PM

All business is risky or so the saying goes. But do risks need to knock you down? Can you actually be prepared for the risks you undertake – especially the risks in marketing?
By definition a risk is an uncertainty, and when it comes to risk there are three main types:

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Topics: Marketing Risk, Project Management, marketing, Mitigating Risk, Risk Management, Blogs

Create a contact reason and you will become a believer

Posted by Steve Whittington on Apr 26, 2011 12:26:04 PM

Unique Value Proposition -or finding your message, or your call to action or yelling and selling (converting) online. When you are creating a page online or any marketing message for that matter which is not just doing general recognition branding; you need to have a UVP.

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Topics: branding, call to action, marketing mix, Marketing Series, unique value proposition, marketing, online branding, sales, Blogs

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