New approaches to sales and marketing strategies
When writing a business plan you of course need to think about your Marketing Strategy and Sales Strategy. The Chase Market Velocity blog has an interesting and useful way of looking at traditional approaches for marketing and sales strategies compared to web-based (or more IT centric) approaches. These are:
Traditional Enterprise Sales/Marketing |
“Web 2.0” Enterprise Sales & Marketing |
Marketing strategy |
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Product marketing: Focus groups |
Have a “conversation” via blogs (book, blog) and aggressively use web usage analytics |
Awareness generation: Print advertising, direct mail |
Internet media advertising (search, email, blogs, etc.) |
Awareness generation: Media tours, Press releases |
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Demand generation: Tradeshows, Seminars |
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Sales Strategy |
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Target Audience: Direct sales to Business/I.T. Decision Makers |
End run traditional buying processes to get consumer/end user adoption first building internal credibility and grassroots support |
Sales Force: Hire high-powered direct sales force |
Tightly integrate a telesales team with web leads to qualify (and close) leads |
Segmentation: Target Fortune 500 as first customer |
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Pipeline Management: traditional tools |
The full blog entry is at https://marketvelocity.blogspot.com/2005/12/what-does-vinod-khosla-know-about-web.html