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"Social media, then, can help you become a better B2B sales professional, even helping improve sales. Understand how to use social media to your advantage in the highly competitive sales industry."
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Social customer research management, or CRM, refers to a business’ ability to interact with customers using social media. Social CRM is a must for sales professionals. Through social media, you can find out what your customers like about your product or service and what they find is lacking.
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businesses managing social media pages, you can research your clients in just one click. Regular visits to your clients’ social media pages can give you a wealth of knowledge about the business. What are their customers saying? What needs does the business have? How can your business help theirs?
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"As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways."
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In short, today’s chief executive can no longer treat social media as a side activity run solely by managers in marketing or public relations. It’s much more than simply another form of paid marketing, and it demands more too: a clear framework to help CEOs and other top executives evaluate investments in it, a plan for building support infrastructure, and performance-management systems to help leaders smartly scale their social presence
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"Yesterday I was part of an excellent discussion on why customers are mad as hell. This Focus.com Round Table was moderated by Josiane Feigon featuring Koka Sexton, Matt Heinz and Rebecca Morgan.
Current customers are angry because the environment has changed. People expect timely help and especially when they are in a buying cycle or already customers.
Rebecca Morgan pointed out that people are already irritated with the economy, their jobs and any number of other external forces that add stress to their lives. Having a bad experience with a company or a sales person just gives them an outlet."
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Customer 2.0 has had it with outdated sales tactics, and they’re just not going to take it anymore. This independent, busy, distracted, and opinionated buyer has something to say and it’s time for salespeople to listen, understand, and know how and why they make decisions.
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70% of the buying process happens online. What this tells us is that customers are doing their own research, starting and engaging with conversations online that can help them with their issues.
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"Social media and social technologies are beginning to erode the potency of the old stack but as yet they don’t make up a new stack, one that will transform enterprises because it is coherent and because there is a clear implementation path.
So, we talk a lot about social but as yet we don’t have a social system for the enterprise. We don’t have a social stack in the way that the last generation of CEOs had a Wintel stack – not yet anyway, but it is close to hand."
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To take the debate on a step I have roughed out the new stack – it shows that social media is in fact only a small part of the mix but an important one. The stack is bound to be incomplete but I thought it was worth sharing with you – you might have better ideas.
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"During his keynote presentation today, Oracle CEO Larry Ellison announced Oracle Social Network, an enterprise collaboration and social networking tool for business."
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Oracle Social Network is seamlessly integrated with Oracle Fusion Applications, business intelligence, and business processes allowing users to receive real-time information feeds from these systems and to collaborate and resolve business issues quickly and effectively, including updating applications and business processes from the Oracle Social Network.
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Oracle Social Network helps salespeople to identify potential prospects, build effective teams, prepare convincing sales presentations, resolve issues with customer service and contracts, collaborate with partners on joint opportunities, and build lasting relationships with customers.
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"Ask any sales leader how selling has changed in the past decade, and you'll hear a lot of answers but only one recurring theme: It's a lot harder. Yet even in these difficult times, every sales organization has a few stellar performers. Who are these people? How can we bottle their magic?"
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Relationship Builders focus on developing strong personal and professional relationships and advocates across the customer organization. They are generous with their time, strive to meet customers' every need, and work hard to resolve tensions in the commercial relationship.
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- Challengers use their deep understanding of their customers' business to push their thinking and take control of the sales conversation. They're not afraid to share even potentially controversial views and are assertive — with both their customers and bosses.
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"Salesforce’s Marc Benioff continued his now-epic stream of social business thought leadership at this week’s Dreamforce 2011 in San Francisco. The messaging was certainly world class and the slew of announcements this week will address many of the shortcomings or feature gaps in its social software product line. But is a company whose roots are in sales automation and cloud-based SaaS the right firm to take organizations fully into the social world of the 21st century?"
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However, I’m not quite sure that Salesforce has fully connected their products to it. At least not yet, not in their present form. But they are heading in the right direction faster and more thoroughly than just about anyone else except IBM or perhaps Jive.
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"Yesterday Ben Horowitz published a solid post "When Employees Misinterpret Management," which should have been titled "When Management Misdirects Employees."
He gives three examples, the most fun of which is him trying to get his sales team at Opsware -- the company he and Marc Andreessen famously rode through the bust to a huge, huge win -- to not cram all their sales into the quarter's last week."
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I've long learned to embrace this dynamic at new companies by setting
a) absurdly low base salaries (think $30K to 60K)
b) absurdly high commission structures (10% to 25%)
Why?
It's a filtering mechanism for me to get the most insane, rabid and self-confident sales folks -- and filter out the lame "professionals. -
Those sales folks are death at startups. They lack the drive and creativity to sell new products because they are -- largely -- old, fat dogs.
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The sales force automation (SFA) software market is growing rapidly, with companies such as Salesforce.com becoming dominant players in the enterprise software space. And yet, adoption of these systems is notoriously low. Recently, there has been research in the field of gamification for using game mechanics to solve business problems. So, what if you could apply gaming mechanics to SFA software to increase adoption by the sales force?"
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A report from the Journal of the Academy of Marketing Science shows a staggeringly high failure rate for SFA tools: 75%. Why? Rejection of the new technology by the sales force.
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To address the issue of motivation, I suggested creating a leader board with badges. Badges are used as signs of achievement. Whenever a staff member completes a certain level of training on the SFA software, they receive a badge that appears on their profile
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"Social CRM, he said, is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics. It is designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. "
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"CRM is no longer just a model for managing customers, but one of customer engagement,
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Social CRM is the company's programmatic response to the customer's ownership of the conversation
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"What that means for IBM in 2011 is that this year they’ve decided to fully embrace social business - and to not only eat their own dogfood but to breed their own dogs. That’s the level of their commitment. (BTW, IBMer Jen Okimoto, whose tweets are her own saw me tweet this and returned a nicer image -”Prefer to think of it as we drink our own wine, and we’re creating/mentoring our own vintners and wine lovers.” You’re all welcome to invent your own imagery here. Heh. Heh.). Their level of commitment is astounding and potentially game changing.
Why?
Because a $100 billion company is driving all their resources into transforming their company into a social business. They aren’t just selling it, they’re doing it and evangelizing it and marshalling whatever they have to so that it will be globally hugged.
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What were the results? They had nearly 160,000 people from 104 countries and 67 companies generate an initial idea pool of 46,000 ideas. They narrowed it down, had a smaller jam to discuss the ideas that they came up with and then chose 10 of them which IBM invested that $100 million in. But, then again, that’s not nearly as monumental as their complete embrace of social business as a company.
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He said, “consumers have unprecedented power over your brand. Social businesses embrace this.”
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"En France, un nombre important de cadres n'envisage pas encore d'utiliser les réseaux sociaux pour vendre et communiquer. S'ils le font, cela doit être pour créer un esprit d'appartenance à leur marque. "
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Dans le détail, deux tiers des cadres français interrogés considèrent que les entreprises ne doivent pas communiquer sur les sites comme Facebook ou Twitter
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Selon eux, ces outils ne permettent pas de conserver une bonne maîtrise de la communication (56 %) et les médias traditionnels demeurent suffisants (17 %).
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"At the Enterprise 2.0 conference last month, I spoke on a panel about measuring the ROI of E2.0 from an HR perspective. After listening to questions from the audience, I realized that community mangers are looking for more detailed guide of how to measure the benefits of E2.0 software. Calculating ROI can be a daunting and overwhelming task, but given advanced analytics it is definitely possible. I would suggest starting small, selecting one area to focus on and then building upon that. "
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Employees using enterprise social software platforms in the workplace are more engaged than similar employees who do not use these tools
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For example, at Best Buy, a 0.1% increase in employee engagement at the store level is worth a $100,000 increase in annual operating income per store2.
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"Le différentiel en termes de résultats obtenus est éloquent : entre 25 et 30% d'économies de coûts pour ceux qui suivent la séquence dans l'ordre décrit plus haut"
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Il y a quelques années, je mettais déjà en garde contre l'idée très répandue consistant à mélanger le travail sur les processus et leur automatisation. Cette idée reposait sur la croyance fondamentale comme quoi "manuel = mauvais, car lent & inefficace" là où "automatisé = bon, car rapide et efficace".
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"What is surprising to me is how infrequently the conversation turns to wringing additional incremental sales out of social media by focusing on social handraisers."
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It feels like many brands stay away from social handraisers for two main reasons. First they have a (very reasonable) fear of being ‘creepy’ and alienating potential customers. Second, they lack a process for actually doing something with the handraiser once they’ve got them.
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Nonetheless, despite the value in low-creepiness approaches like location-based offers, I still have this nagging feeling that brands are leaving money on the table.
"How successful can a B2B business be using social media? Fairly successful, at least in the case of IBM. We recently chatted with Ed Linde II, whose team is responsible for building Web assets to support the IBM.com sales channel and organic Web visitors, about IBM’s social media efforts and successes. He spoke about their Listening for Leads program, which he says has “uncovered millions of dollars worth of sales leads” so far, and is expected grow even more"
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In B2B we have a number of Websites that we built for our sales reps where we’ve enabled the reps to have a blog with RSS feeds that are connected to LinkedIn and Twitter. Their customers can follow them where they have an individual relationship.
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Some of our reps have Facebook pages also. We also have a program called Listening for Leads, where we have people we call “seekers” who on a voluntary basis go to particular social media sites where they listen to conversations and determine whether there’s a potential sales opportunity.
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"Social CRM sets the stage (or assumes) that HR, Sales and Marketing are now everyone's job. However, social CRM when built with workflows - needs organizational structures and processes to enable it. And I am not merely talking about policy. The questions that need to be answered are:"
"Here are several tips for building and managing a buyer-centric sales process."
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Teach your prospects. Give them something unexpected. Help them do their jobs, or lead their lives, easier, better, faster. Become a trusted source of information not about what you’re selling, but the outcome it enables and represents
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The right buyers want what you’re selling. They want to remain in control. They will make decisions based on their own criteria, not yours
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"Conduire une transformation nécessitant un changement de comportement de la part des acteurs est tâche délicate. Cela requiert de la part du management un engagement tout particulier autour des 5 domaines d'intervention suivants :"
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1. Attitude :
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2. Connaissance :
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CRM en Latinoamerica 2008
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