Sales vs. Business Development 101

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Sales and Business Development couldn’t be more different

So many people in business do not understand the fundamental difference between sales and business development. Usually these same individuals also carry the title VP/Director/Manager of Sales and Business Development!

How can someone possibly understand the nuances and practicalities that go into artful selling if they do not even understand the appropriateness of their role?

Simply put, sales is selling a product, service or other thing to a buyer directly for revenue. That’s it. A sales person is responsible for revenue. They are expected to carry a quota – a bag – and be responsible for a number.

Business development on the other hand requires selling skills but is not revenue generating – or at least not directly or immediately. It is the practice of developing relationships that can lead to greater revenue. These relationships introduce revenue opportunities with a multiplier such as a channel, resellers or access to customers that would not otherwise be accessible or easily accessible to your sales team.

Sometimes business developers are also responsible for selling through their channels as well. For example, if you are selling ad technology and you establish agency relationships, you may still want to sell to advertisers through the agencies to increase your revenues through that channel. But that takes time and your compensation should reflect that.

So which are you, sales or business development? If you’re both, you have conflicting goals. If your compensation is based on revenue, then you want to be in sales. If you are business development, then your compensation needs to have a different metric, such as number of channels, partners etc. – an override on revenues some time down the path is meaningful only if you have the opportunity to sell through the channels you create.

Placeable Webinar With AAA: How Targeted Local Marketing Drives Success

10Placeable CEO and AAA Carolinas Head of Digital Marketing Discuss How National Brands Can Boost Marketing Success

Placeable and AAA Carolinas are joining together for a webinar about the impact of local marketing on the success of national brands. It will provide a firsthand look at how AAA Carolinas implemented a local digital marketing strategy that drove an 816% year-over-year increase in organic web visits—and a 2,344% increase in mobile traffic.

The webinar will feature Placeable CEO, Ari Kaufman, and Head of Digital Marketing at AAA Carolinas, Heather McBrien, who will look at how Placeable’s proven local digital strategies benefited the AAA club. The successfully executed program not only increased web traffic, but also improved the quality of those visits—translating into greater revenue for AAA’s insurance, travel and automotive business lines.

What: “Act Like a Local: How AAA Carolinas and Placeable Teamed Up For Local Success” Webinar

Who: Placeable and AAA Carolinas

When: Tuesday, August 26 at 1:00 p.m. EDT

Where: Register here

“Local marketing has a tremendous impact, but many brands are still struggling to create and implement an effective strategy,” said Ari Kaufman, CEO, Placeable. “We are excited to demonstrate how national brands can become locally competitive with the right partners, tools and strategy.”

For more information or to register, click here.

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Act Like a Local – Enterprise Advertiser Wins

Your investments in branding and national advertising will only be impactful if customers can consistently find you online and at your doorstep.  Too often brand campaigns result in missed opportunities, frustrated customers and lost trust in the brand because of bad location data and missing information.  To compete successfully in local markets—and to avoid wasting marketing resources—national advertisers must adapt their digital marketing strategies to better align with consumer search behaviors, emerging geo-location technologies and competitive imperatives.

While consumers do seek opinions on brands from friends, family or reviews, when they want a specific product, page or brand web site they use natural search.  In fact, according to Forester Research, more than half of all consumers use natural search when they are looking for a product, service or brand.

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Accepting the BIAKelsey GOLOCAL Award

go-local-logo-agendaThis past week, at The BIAKelsey Leading in Local conference in Atlanta, Kelsey distributed its new GOLOCAL awards in three categories – Sales/ Revenue, Innovation and Strategic use of digital marketing.  Nearly forty entrants were considered for these three categories and three finalists in each category were brought to Atlanta for the announcement of the winners.

Placeable was a finalist in the Strategic use of digital marketing for the successful partnership with AAA CarolinasHeather Mcbrien of AAA Carolinas and I represented the team and I presented an overview of what we had accomplished together to the audience, which included empowering AAA Carolinas to emerge as a fierce competitor in their local markets across all three of their primary business units (car care, travel and insurance).  These results included:

  • Indexing some 1200 authoritative local landing pages for 230 locations
  • Generating 800% increase in organic traffic
  • Producing 35K new visitors per month
  • 25% conversion rate on all unique visits to phone calls, registrations and appointments

Included in Heather’s description of some of the softer benefits that have been generated by our campaigns together was that of the decrease in the number of tire kickers that have been generated.  Specifically, Heather described that the quality of leads generated are now far more qualified and in active transaction mode as opposed to window-shopping. Continue reading

Local Retailers Win When They Optimize for Local Search

modifiedA related article entitled “Local Search Marketing, Accuracy Trumps Distribution” may be viewed on CMO.com

Retail success has long been largely dependent on physical location. Selecting commercial space requires consideration of many factors including demographics, socio-economics, competitive proximity, traffic patterns and more.  Multi-location retailers apply a great deal of strategy when opening a store.  Mall retailers will swap locations when premium space becomes available so that they are more visible to consumers passing by.

Today, however, location means more than capturing the passer-by.  Location also means being found by the digital searcher.  70% of consumers research local products and services on a desktop and then use their mobile device to get where they want to go.  A consumer that has decided to visit your store is in buy-mode.  Will they find you?  Did you take steps to ensure that a consumer would know that you changed locations in the mall?  Will your store be located where the “X” marked the spot?  Is the premium location really premium if a consumer shows up at the doorstep of another business instead of yours?  How much revenue will you miss out on?

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