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3 Questions to Assess Sales Force Effectiveness

Every company wants a more effective sales force but few know where to start. Seeking quick results but unsure as to what is broken, sales leaders often launch a dozen or more initiatives simultaneously, hoping one of them is the real root of the problem.

Unfortunately, this approach often creates entirely new problems. Scarce resources are stretched thin. Sales teams, pulled in many directions at once, are unable to execute well. Results are typically poor when trying to focus on too many initiatives rather than three or four ideas that might really matter. As effectiveness slides, frustrated leaders must ask again, “What levers should I be pulling to boost performance?”

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4 Ways to Make B2B Sales as Smart as B2C Sales

Analytics define the business-to-consumer journey. With the long history of data availability available to B2C salespeople, they’re able to better track, recognize, and understand their prospects and the buying trips they take.

For business-to-business, there’s an added layer of complexity. You’re not just thinking about prospects as a company but as a bunch of individuals within a company; each has his own persona as both a businessperson and a consumer, meaning there’s a lot of data to digest and disseminate.

You have old-school firmographic data, new data elements, and beyond that, elements indicating business intent. All this information comes together to form analytics that can tell you whether a prospect has a particular need and whether your product or service is the one to fulfill it.

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Use intent data to catch big fish with your marketing automation platform

Is your marketing automation as smart as it should be? Columnist Thomas Koletas explains how using intent data can help make your automation program more intelligent and efficient.

Marketing automation software (MAS) is all the rage among B2B marketers. Frost & Sullivan predicted the MAS sector will expand by a whopping 300 percent from 2014 to 2020, growing to $1.9 billion. And a full 63 percent of B2B marketers invest 10 percent to 29 percent of their budgets in marketing automation.

The unfortunate downside of all this growth is that marketing automation is simply not as smart as it could be. I don’t mean the concept isn’t a smart one; I mean the platform itself just isn’t smart.

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