My Corona, Sales & Marketing make up, DTC just a sales channel? – Sales Lead Digest

It’s all about the virus but there are other things going on in sales and marketing news this week. We went 50/50 on our favorite articles. One opinion piece on sales channels and direct-to-consumer we can apply to B2B sales, two articles on the coronavirus: one on planning and one on newsjacking, and one article on sales and marketing living in harmony. It’s a great time to be generating leads because plans are being scrutinized and forecasts changed. Enjoy!

A Potentially Unpopular Opinion on the Future of DTC

“Fundamentally, DTC is just a sales channel, and it should be treated as such. It’s been in vogue to treat it differently because it’s e-commerce and novel and consumer-touching. And it’s true that it is different… and it is more valuable… but not as dramatically so as has been treated in recent years. It’s never been easier to start a brand, but we shouldn’t forget that it is just as hard as it has ever been to crack a strong business model.”
It’s fun to think of direct relationships with consumers, but one walk through the mall over the recent holiday season suggests consumers aren’t going 100% direct just yet. For B2B marketers, it’s a peek into the future. It’s a good plan to have some sort of Direct-to-Buyer tools, but the old buying pathways aren’t shut off yet.  READ MORE

How coronavirus has hit life in Switzerland as events are cancelled

“The annual Geneva motor show, a major item on the global auto industry  calendar, had been due to start on March 5 and organisers said that stands were nearly completed even though most of the cars had still not arrived.
The show usually premieres more than 100 new models and some 160 exhibitors had planned to attend this year.
“We regret this situation, but the health of all participants is our and  our exhibitors’ top priority,” said Maurice Turrettini, Chairman of the  Foundation Board.”

I tried hard not to make all four articles about the coronavirus because it’s dominating the news and putting pressure on sales and marketing. Like the daily emails I get about conference plans. This conference isn’t on our schedule but it’s a wakeup call for having flexible plans in place. Preventative actions are the things we can predict might happen and make plans for (think fire exit signs), while contingent actions are the planned steps you may take (think “call fire dept.”). Get those plans in place! READ MORE

Why Coronavirus Is Shaping Up to Be the Third Rail of Marketing

“The casual observer might be tempted to think the burgeoning coronavirus crisis represents a rare marketing or advertising opportunity. After all, if a brand happens to already make a product that cleans, disinfects and kills germs, wouldn’t it be logical to fortify that messaging by talking about a product’s efficacy against the coronavirus?
In theory, perhaps. But in practice? Not so much.”
Which news events can you jump on and which ones are best to ignore? Clorox is benefitting from passive news mentions but should they run a commercial in March Madness? Probably not. However, they can probably up the awareness campaigns, especially via social media. Are your audiences set up for quick brand awareness pushes like this?

Sales and Marketing Working Together? It’s One Way AlertMedia Doubled Its Revenue

“We have a company-wide bonus plan: Everybody in the company gets a bonus based on the revenue goals that the sales team is hitting. So everyone’s incentivized. We want to give sales good leads, people that are interested in discussing how AlertMedia can help them communicate. The product team wants to build products that the sales team can easily sell. The customer success team wants to make the customers happy so they come back. Everyone is unified and we’re rowing in the same direction.”

I love articles about the tension between sales teams and marketing teams. There’s so much gray area between the disciplines, but so many shared terms, it’s easy to see where miscommunication happens. As they say, the greatest barrier to effective communication is the illusion of it. This company’s solution is one to consider: comp plans for both sales and marketing tied to the company goal. It’s hard in bigger companies, but if you’re small like this team, it works. READ MORE