Structured Sales Processes Separate High-Performing Sales Teams from the Rest

In Sales Production by David Crankshaw

What sets high-performing sales organizations apart from their lower-performing counterparts? To answer that question, Steve Martin, author and professor at the University of Southern California’s Marshall School of Business, conducted a survey of sales professionals. The results reveal “that the best sales teams regularly set more aggressive goals, employ more structured sales processes and share more optimistic opinions about their …

Alignment Between CMO and CEO Improves Investment Results

In Sales Production by David Crankshaw

Most marketers have little experience with financial metrics and analysis. Their activities traditionally centered around creating programs and developing relationships. However, as marketing and sales evolves into an integrated system that produces high-quality customers, marketing professionals are placing more emphasis on measurement and optimization of their production system. The next step in the financial evolution of marketers is to become …

Persuasive Leaders Start by Building Trust

In Persuasion by David Crankshaw

Before you can influence other people, they must like and trust you. How do you appeal to people so that you win their trust? It begins when they perceive that you are a good person who shares their values. Once they believe you are a wonderful person, they next ask whether they can trust your judgement. They need to believe …