COVID-19 has forced a change on every company. Where Digital Transformation and Marketing Transformation were all the rage, we have now been placed in a forced lockdown and recession meaning businesses will have to rethink their short and long-term strategies.
Over the last few weeks, the business landscape has changed dramatically and we all now face unprecedented challenges. Not only do we have to consider how we are going to keep our businesses going through the ‘lockdown’ we may also wondering what our businesses will look like in the future. How will we both retain and win customers when we can fully trade once again?
Inevitably businesses will look different; whether that’s because staff have been shed, or because some existing customers will have gone out of business. Either way the gaps must be filled. Everyone will need to re-evaluate and re-invigorate their businesses to recover what has been lost, but also to provide a firmer foundation for the future.
We also know that the playing field has been levelled. Almost without exception, in the B2B market, prospects and customers are working from home. They cannot easily be reached by phone and a face-to-face meeting is impossible. More so than ever before, prospects and customers have to be reached in different and more creative ways that attract, engage and educate them. This can only be achieved by having a clear strategy and the ability to produce high quality on-line content and media that sets businesses apart from their competition.
But how do you achieve this?
At salesXchange we believe we have the solution – not just for the current situation, but also for the future of the SME. In an on-demand economy we are able to offer an on-demand CMO/Marketing Director – or Fractional CMO/Marketing Director – sX Director, as the smart solution to help you to achieve your marketing goals now and to grow your business in the future.
He has sold ‘at scale’ by systemising the sales process
He has a personal, unique insight into selling
He can look at a sales problem and can identify how to solve it, because he has sold direct and at high value
He has a complete and thorough understand of sales, therefore he knows how crucial it is for the marketing to lead to sales
He has created an ‘Open-Source’ Marketing Consultancy – Showing you what needs to be done and illustrated on his website
He knows that marketing is divided between Strategy and Execution
Strategy -> he’s had a high level of success working for himself and others, working from the ground up to develop the right strategy to generate new business
Execution -> he’s had a high level of success working from the ground up in the execution of marketing tactics, such as video, podcasts, articles etc
His business insight lead him to marketing and taking a different approach, because marketing is more than just a logo or a nicely produced brochure
He’s identified why sales and marketing don’t work together
He has systemised marketing from sX Social 334 to sX Syndicates
He has articulated why CMOs keep getting fired every eighteen months; See 2020 Report
His focus is on Product Marketing (the company positioning)
Because he always knew and has focused on a better way of doing marketing
He believes marketing must be something you can replicate so that results can be achieved consistently
Because he believes it is possible to be monumentally successful if you do what he says
He knows it’s going to take some time to increase your new business doing it his way, so encourages you to keep doing it your way until the change comes
Because it is rare you will find another person who has anywhere near the experience in technology sales and marketing
He has reverse-engineered execution, i.e. he knows how to do the execution and therefore can identify your business infrastructure (what it needs to be/is in order to execute it yourself) and what you need to do to win business using the media available, e.g. video, podcast etc. Take a look at the salesXchange website which shows his commitment to producing the content – He practises what he preaches
He understands from the buyer’s perspective, and understands the bell curve of the market, from those who will buy from us; those that will do it themselves; and those that will never change what they do to embrace digital
He can sight-read your business
He knows how to make the numbers game work in your favour
He knows how a business needs to operate to be successful
He knows how to reduce your costs and increase profitability
He knows how to re-structure your business to achieve success within this new business environment
Having sold and implemented that same technology into his own business, he knows how to get an ROI from integrated systems.
He has first-hand experience in business automation from marketing platforms to sales and CRM, ABM
He can make a wholesale change on your new-business-generation structure
He can articulate what needs to be done, and in what order
He understands “Digital Transformation’ – getting the internal and external customers working together with the least amount of friction
He has done his “10,000 hours”. If you do the work yourself, you too will need to do the 10,000 hours
He has always been an early adopter of technology and how it can be implemented into business to make money
He believes that you could do this yourself, so has given you the tools to do it, but knows that you would rather concentrate on what you’re good at and let him do what he’s good at
Because you know how long it would take you to learn what he knows
Because we have the system you could use in your business right now
He can instruct people well and can’t be outflanked, because he knows from personal experience how long things take
He’s not afraid of technology, or finding out how to do something, and is willing and able to find solutions – resourceful
He can help you identify who can be reskilled and upskilled; what your resources are and how you can better deploy them to make your business stronger
He can get you positioned OR re-position you in your market
He has first-hand experience of project managing multiple people and disciplines to succeed on time.
He is honest, authentic, transparent and truthful
He creates a pattern for success
He wants to make you a ‘leader’ rather than an ‘also ran’
He sees things other people don’t – and he writes about them and talks about them before anyone else
He wants to share his knowledge and expertise with you
He is funnel-focused, rather than ‘tunnel-focused’
He encourages companies to do it for themselves
He wrote and self-published a 265 page book about obtaining an ROI from technology, available on Amazon and salesXchange.co.uk
He is decisive when it comes to identifying the problem, finding the solution and executing it
He has business acumen – he has started businesses for himself, has developed businesses for the others, and has worked with other’s start-ups to grow and develop the business
He refuses to accept that the status quo can’t be changed
So what does this look like, and, what does it mean for you?
Your Interim Marketing Director will:
Establish a new marketing strategy that helps you overcome your current hurdles and lays the foundation for the future growth of your business
Inject new ideas and creativity into an existing plan (if one exists), with the ability to deploy and execute the changes effectively and efficiently
Bring a fresh perspective for the senior leadership team and help to lead a cultural transformation of your business
Work with and/or lead your existing marketing team to implement new or adapted existing marketing initiatives through clear and specific goals and targets.
Act on an interim basis to head-up all of your various and sundry marketing and branding initiatives, while you look for a full-time CMO
Provide cover for a current CMO taking a leave of absence for a given period of time and you need to make sure your marketing doesn’t lose its momentum
We suggest that a successful engagement starts with a full and detailed discovery and analysis of where you are now, what your content and resources look like and what your goals are for the future.
Strategy Formulation & Budget
To meet the goals, we will formulate an integrated strategy, with a budget. As part of the budget we would agree to a number of hours or days per week where our efforts would be dedicated to your business. We would recommend that this be for a minimum period of 6 months so that you can start to see the realisation and results of plan and changes can be made as necessary.
Once the plan and budget are acceptable to you, we will then become hands-on in realising the marketing vision. We will work with you and your existing staff to execute the plan, drafting in, whenever necessary, specialists from our network of marketing professionals, where internal resource doesn’t exist.
We will use as much existing content as we can and make recommendations for new content, such as videos, podcasts and long-form blogs. Content is King, and right now, this would be the focus so that you can reach your target market in all possible media.
If you do what you've always done, you'll get what you've always got.