Wednesday, November 18, 2009

Sales and Marketing are Still Sales and Marketing. Right?

Today, Marc Benioff of Salesforce.com said that "Facebook and Twitter are a phenomena" , according to ReadWriteWeb. He also let it be know that Salesforce is actively integrating both services, something he calls, "the biggest development for the company in the past ten years."

Some of the features to be found in Service Cloud 2 Sales Cloud 2:

Twitter integration: In Sales Cloud 2, uses may Twitter stream into Salesforce so sales people can engage in conversations with people and add that information into the sales funnel. In Service Cloud 2, customer support may follow Twitter and respond to people with real-time customer support.

Answers: This is a pretty cool feature. A Dell executive showed how an "Answer," tab can be added into Facebook where customers may pose their questions.

Mobile: A sign that moble apps are here to stay. Sales people may use the platform to send documents through the Salesforce platform.

I say it almost every day, but the real value of social media is enabling PR, marketing and sales to work together more effectively. Generating a warm lead out of a conversation with a group of people self-selected to be interested in issues the surrounding your product or service is a hell of a lot more likely to close than a cold lead generated from a palm card sent to 10,000 names on a spreadsheet or an email sent to 100,000 names in some rental email database.

Social media is interesting in itself, but not compared to the real, measurable results you can generated when you align and integrate it with your sales and marketing strategy, plan and team.

Another interesting post that focuses on the idea that social media is just a part of the marketing mix. Read it here: Don't Call Me A Social Media Guy by Rohit Bhargava at Ogilvy.
Social media is just one of the tools that I use on a daily basis. To focus on just that and make it my identity would be like calling a runner a "sneaker guy." They might love their sneakers, but it's still the method they use to get from where they are to where they want to be. The way I use social media is similar ... I use it for marketing. I'm a marketing guy first and foremost. It's why my blog is called Influential Marketing and why you won't ever hear my introduce myself as an expert in social media. I use it often, and do know what I'm doing - but my expertise and my career is in marketing.
So many people are fixated on the tools of social media that they are missing the big picture. Marketing is still marketing, you just use additional channels- channels with some different rules and best practices.

Looking for a job? Have a high pain threshold? Then cover the Nats!! WaPo Seeks New Nats Writer

This is one of the most high profile and rewarding beats in Sports because our coverage of the city's MLB franchise is at the center of our department's mission. It is also a very demanding job. It involves covering upwards of 140-150 games per year, in addition to spring training and the off-season.

The beat writer is also responsible for regular posts to the Nationals Journal blog, which has a large and passionate following of baseball fans. A background in sports is not essential, though the ideal candidate would be someone who has high energy, a willingness to travel and a love for the game of baseball.

We would like to fill this position soon to give the writer time to acclimate before the start of spring training in Florida in mid-February.

Hmmmm. Tempting.....but no.
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