Author Archives: Matt Heinz

Replace Your Sales Funnel with a Sales Bow Tie

The problem I’ve always had with sales funnels is that they’re completely inaccurate. What gets qualified and converted at the bottom of the funnel is by no means everything you’re going to get from the opportunities and/or leads that start at the top. It may be what you get most quickly, this month or quarter, but it’s just the beginning. ...

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3 Keys to Retail Marketing Success

It’s easy to make retail marketing too complicated, or entirely too tactical. But the more retail businesses I see and speak with, big and small, the more I realize they all need to focus on three things: 1. A great customer relationship management system. This is key. It’s the hub of all information you have about every customer. Who they ...

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What's Your 2011 Strategy?

Why you need to get started now… by Matt Heinz Yes, I’m asking about January in July. You don’t have to have your budget set. You don’t need to know your January sales quota. But at this point in the year, you probably have a reasonable idea of how you’ll finish 2010. Especially if you work in a recurring-revenue business, ...

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How to Write a Marketing Plan with Five Questions

Ask 20 marketers how to write a marketing plan, and you’ll get 20 different answers. Some have more strategy than tactics, some get tactical immediately without a strategic foundation. But the biggest problem most marketing plans have is that they’re company-centric. They’re written from your point of view, based on what you want from the market, and they fail to ...

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Targeting the Hidden Buyer

If I ran a bath & body shop, I’d probably market hard to men. I wouldn’t create products for men. But I’d work hard to get them to come and buy from my shop. I’d make it super-easy for them to delight their wives, girlfriends, daughters, sisters, mothers and other important women in their lives. I’d launch a wish list ...

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Work Less & Get More Done This Summer

Three Simple Productivity Tips by Matt Heinz Summer officially starts soon. Want to get more done but take advantage of the longer days and warmer weather? Here are three things to start immediately after the holiday weekend: Take Tuesday and Thursday evenings off. Leave the office as close to 5:00 as possible, and turn everything off until the next morning. ...

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Seven Words to Transform Your Sales

You can get lost in the never-ending stream of suggestions, advice and best practices to improve your sales & marketing performance. And although much of it is great, we still need to boil things down to simpler direction that can be quickly & easily folded into the work we do on a daily basis to close new business. Here, then, ...

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The Importance of Marketing Alignment

Is marketing aligned with the business? And who’s fault is that? Too often we see departmental objectives not quite aligned with the overall business objectives for a particular organization. This isn’t a good thing, but it’s not uncommon either. Surprisingly, this lack of alignment doesn’t necessarily come from different ideas of what marketing should be focused on. I’ve had CEOs ...

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Innovation Perspectives – Getting Partnerships Done

This is the eighth of several ‘Innovation Perspectives‘ articles we will publish this week from multiple authors to get different perspectives on ‘How should firms collaborate with customers and/or value chain partners to co-create new products and services?’. Here is the next perspective in the series: by Matt Heinz Find mutual priorities and desired outcomes, quantify its value and potential ...

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ROI Not Enough – What's the Cost of the Problem?

Return on investment is a great tool to use in the sales process (and for innovation too). It demonstrates clearly that a company can make more (or save more) by using your product or service. The major problem with ROI on its own, however, is that it doesn’t necessarily create urgency. There’s a positive return on the investment, fine, but ...

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