One of the key marketing functions (for B2C or B2B) is to know your customer! One tool to help you in the process is market segmentation (A market segment is a group of people or organizations sharing one or more characteristics that cause them to have similar product and/or service, from Wikipedia). The following is [...]

The last report of a survey done of Marketers in eastern MA in January 2010. This post focuses on SaaS and new product introductions.

In a previous postings I talked about Five Myths for both the direct sales force model and indirect selling model. This posting will discuss five major misconceptions about the direct marketing selling model. (Off and on line marketing, web site, social media and etc.).  Five major direct marketing misconceptions:  1-      Given today’s technologies, direct marketing [...]

In a previous posting I talked about Five Myths for the direct sales force. This posting will discuss five major misconceptions about the indirect channel (reseller, distributors, partners and etc.).  Five major indirect channel misconceptions:  1-      Partners, resellers, etc. are all alike. Nothing could be further from the truth! The major impression is that most [...]

In my previous postings I talked about the three major sales channel models (direct, indirect and direct marketing). This posting will discuss five major misconceptions about the sales force in the direct sales channel model. Five major direct sales force misconceptions:   1-      That the sales force is only “coin operated”, meaning they are motivated [...]

All too often companies sign up a reseller(s), roll the dice and as they say, “hope for the best.” Trivia Corner   In communication, what does DSL stand for?Last week’s answer: During the17th century in England,officialdocuments were wrapped in red tape.  When the best doesn’t come, everyone wonders why goals are not being met, why the sales [...]

This is the eight in a series regarding Sales Channels Last time we discussed the scenario of a direct sales channel and switching or adding an indirect channel. The key issues were: a complete strategy, reseller selection and a reseller program(s). This posting is about adding a Direct Marketing function. Again, like the last discussion, [...]

  This is the seventh in a series regarding Sales Channels   One reader, who felt that the scorecard was a good guideline in defining the appropriate channels for many enterprises, wanted some insight on what should be considered in changing/ adding another channel, as her current channel is underperforming.  Well when the reader asks, [...]

  A number of you have asked, “Who does sales channels well?” after reading my series about different sales distribution models.  (www.firealarmmarketing.com/blog).   The Direct Model:               Some of the major insurance companies demonstrate outstanding customer segmentation by their marketing campaigns.  They are focused, know their key messages and develop “packages” that address customer [...]

My last three posts talked about channel “surfing”, the direct model (one’s own sales force) and the indirect model (utilizing resellers/distributors/ISV) for sales distribution. Both models have their advantages and disadvantages but in either case it is critical that your selection align with your overall strategy. Let’s look at the third model, direct marketing (basically [...]