SBI Podcast
Aligning Your Marketing Strategy to the Skills of Your Staff

Between competition, emerging technologies and changing consumer behaviors, it’s hard to stay on-point as a marketer. There is no easy way to hit your marketing objectives in today’s world but, as we learn this week on the SBI Sales and Marketing Podcast, you can increase your odds of hitting your number by simplifying your processes with a marketing strategy that aligns with the strengths of your marketing team. Today we’re joined by Jane Gasdaska, general manager of U.S. products supply and distribution at Philips 66, to discuss how to do just that.

We start our conversation with a broad discussion of marketing objectives, outsourcing vs. training staff and content strategy, where Jane shares her experiences with crafting a marketing strategy from the ground up, as well as switching a company from a non-digital marketing strategy to a digital one. She also discusses when to implement a new marketing strategy, rather than try to mend what’s already in place. We continue our conversation by discussing the idea of matching strategy to skills, whether by connecting your in-house teams to tasks that suite them, rounding them out specialized talent or by enterprising with boutique agencies for specialized tasks. She also provides tips on identifying the types of content that most lend themselves to outsourcing, such as social media management or content strategy & creation. We end by leaving you with some actionable advice on identifying skill gaps and filling them, so that you can get started today on hitting your number tomorrow.

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Direct download: 02022015-Jane_Gadaska-SBI_PODCAST.mp3
Category:Marketing Strategy -- posted at: 11:48pm EST

How Sales Enablement Leaders Can End the 80-Hour Workweek

You want to hit your numbers and still have a life outside of the office? This week on the SBI Sales and Marketing Podcast, we’re joined by Phil Aaronson, the director of sales enablement at Oracle, to discuss how he maintains a healthy work/life balance while still hitting his numbers year after year.

We start our conversation by looking at how a sales enablement leader can set healthy boundaries within his or her organization, and we share tips on managing and maintaining reasonable expectations. We go on to identify project management roles and responsibilities that are often misaligned between the sales leadership and sales enablement teams, which leads to repetition and grind. We also talk through strategy development and the controversy around writing a sales enablement charter into your sales enablement strategy and discuss if there’s merit to the approach. Next, we discuss something that’s very hot right now: the idea of writing a sales playbook to prove your worth. We conclude by talking with Phil about his opinions on watermarks, certification and gamification as tools to keep your team honed-in on their goals.

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Direct download: 02022015-Phil_Aaronson-SBI_PODCAST.mp3
Category:Sales Strategy -- posted at: 11:26am EST

The Sales Executive Guide to Job Security, No Magic Required

This week on the SBI Sales and Marketing podcast, Mike Balow, the executive vice president of sales at Cypress Semiconductor, joins us to discuss job security, something that may seem like a myth for a sales executive. However, with 29 years of employment across only four companies, the three-year sales executive lifespan is a trend Mike’s managed to buck, and today he’s here to help you do the same.

We begin our conversation by discussing how to establish yourself with a new company, a process that starts with evaluating a potential employer’s hiring practices, culture and values and ends with bringing in the right people to round out your team. We also discuss spotting which sales planning and hiring practices to bring with you to a new organization and which ones to leave in your back pocket. Mike also discusses how he applies the skills he developed as an engineer to his role as a sales executive, such as applying pre-thinking and in-depth planning to functions such as designing a sales plan or product launch. We also discuss how to negotiate common challenges, such as resource management, sales planning and growth expectations, and look at how to build a strong tenure by developing strong partnerships with your business units. We also look at the key elements of a product launch that lends itself to sales. We then wrap up our conversation by talking about the first things you can do, right now, to cement your position and push your company towards its goals.

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Direct download: 02022015-Mike_Balow-SBI_PODCAST.mp3
Category:Sales Strategy -- posted at: 9:14am EST

This week on the SBI Sales and Marketing podcast, we spoke with Steve Byars, the CHRO of the AMX division of Harman International, about how to help a CEO understand if he or she has the right sales and marketing leadership team.

In our first segment, Steve discusses understanding what a great sales and marketing executive talent looks like and the list to double check when seeking the right sales leader for your team.

Next, we evaluate how to know if the person leading the sales and marketing strategy teams has the particular skill set to manage the goals needed at a specific point in time, as well as, how to manage competency learning curves.

In our last segment, Steve shares ways to design a compensation program for a best-in-class marketing and sales leaders that your CEO will love and approve of.

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Direct download: 02022015-Steve_Byars-SBI_PODCAST.mp3
Category:Talent Strategy -- posted at: 6:02pm EST

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