Every company that needs customers also needs a successful lead generation and qualification program. I work with software and hardware companies, but this is a universal truth for all customer-oriented companies. However, people’s approaches to it can vary widely, depending on their circumstances. Most of all, based on their own background and comfort level. […]
Should Your Sales Reps Cold Call?
In this article, we’ll look at arguments on both sides of this issue. I’ll recommend when — and how much — cold-calling makes sense. We’ll look at it from the perspective of a software or hardware tech company. But the discussion applies to any sales situation, not just tech. This is an age-old question in […]
White Papers in the High Tech and Software Marketing Mix
There are many marketing methods in Software and IT marketing that can be appropriate in some–but not all situations. I’d put White Papers in that category. The term “white paper” is a broadly used term, and can mean different things to different people. There are non-technical and technical white papers. I define a white paper […]
Integrating Sales & Marketing at Software and Hardware Companies
In some, but not all, tech companies the Sales and Marketing functions are managed separately. They are separate, but closely related functions that some people without a strong background in either function tend to confuse. Normally, a VP or Director is heading up the Marketing department, and another VP or Director leading the Sales staff. […]
