Sales & Marketing Machine

Building a Sales and Marketing Machine

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It will surprise a lot of entrepreneurs to learn that building an e-commerce business with $10 million to $20 million in revenues is not that hard. It also surprises many to learn that it’s not actually that valuable. This is in stark contrast to, say, a SaaS business, which is very difficult to build to that level...

This article looks at why customers expect different interactions with you depending on where they are in the buying cycle. It also examines how specific events trigger them into a buying mode. It then explains how you can use this information to make your marketing more effective. The Customer Buying Cycle A simple...

Customers hate being sold to. Customers hate being sold to. They don’t mind getting expert help when they want to buy something. But much of the time they are not ready to buy, and one of the most irritating things is to have a salesperson try to get them to buy when they aren’t ready. Unfortunately too many people in...

An interview with Lesley Young, who was the VP of worldwide Sales for MySQL, and then head of sales for the MySQL division within Oracle. Few products are as well known as the ubiquitous MySQL database. The company behind the database was also one of the great success stories in the Open Source world, and ended being...

Slides and video on "Building a Sales and Marketing Machine", with a discussion on how to optimize your sales & marketing funnel.

Presentation describing how Cost of Customer Acquisition (CAC) and Monetization (LTV) are they key elements to get right for a successful business model. Also describes the latest techniques for reducing CAC, including Inbound Marketing, and the author’s own methodology: Building a Sales & Marketing Machine. This...

This is part of my series on Building a Sales and Marketing Machine. In this post I provide a case example to describe how one successful company built their Sales & Marketing machine. JBoss was an Open Source company providing free middleware software to it’s customers. By the end of 2003, JBoss had been downloaded 5...

This is part of my series on Building a Sales and Marketing Machine. In this post I provide advice for building your own Inbound Marketing machine- a requirement for most businesses today. The web has forever changed people’s buying habits. Instead of needing to rely on sales people to send them information, buyers now...

This is part of my series on Building a Sales and Marketing Machine. In this post I offer one approach to help you continuously refine and evolve your sales and marketing machine. It would be a mistake to think that once the process has been designed and implemented that it will not need further attention: As soon as...

This is part of my series on Building a Sales and Marketing Machine. In this post I talk about identifying your blockage points and how to solve them. Since writing this post, I have added a blog post that explores this topic in far more detail. Please click here to read “Optimizing your Customer Acquisition...

This is part of my series on Building a Sales and Marketing Machine. In this post I describe the metrics you will need to get the most out of your sales and marketing machine. In the same way that we need instruments to understand how our car is running, we also need instrumentation to understand how well our Sales...

This is part of my series on Building a Sales and Marketing Machine. In this post I provide advice for focusing on your top customer segment. Focus: Segment your Market, and pick the Low Hanging Fruit At the start of your marketing process, you will be dealing with the issue of who to target – people that you suspect...

This is part of my series on Building a Sales and Marketing Machine. In this post I describe how I applied a one day sales cycle in one of my own companies. The concept of building a sales and marketing machine first came to me in 1983 in my first startup. I found myself faced with a 9 month sales cycle, selling CAD...

This is part of my series on Building a Sales and Marketing Machine. In this post I break down the steps involved in building your sales and marketing machine. The sequence of steps Building the machine involves the following steps: Identify your buyers Diagram their buying processes Add to this diagram the steps you...

Building a Sales and Marketing Machine is a structured methodology for designing and reviewing your customer acquisition process. It stresses the idea that the only right way to build a sales and marketing process is to design it around your customers (customer-centric). Although this is obvious, it turns out to be...