For the next few months, expect a series of 13 blog posts about blockchain technology and its impact in sales and marketing. Below is a synopsis of what to expect in each blog post in the order given.
- Blockchain transforms not only sectors such as security, health, and finance but also many basic tenets of marketing. It digitizes touch points, makes digital payments, creates meaningful value, builds trust, and decentralizes advertising concepts. Marketers who recognize this will have a lucrative opportunity in front of them and an edge over others. Hence for salespeople and marketers, it is worth spending some time to understand the changes happening in this arena. Already companies based on blockchain are growing exponentially.
- One of the challenges every business face is cash flow, and marketing agencies are not immune to it. Bitcoin is the solution. It has some financial benefits and less tangible advantages. The company who accepts the payment can either use a third-party to convert the Bitcoins into cash or withdraw it in the form of Bitcoins. Getting started is super easy. There are plenty of companies help businesses that want to get Bitcoin set up as a payment option.
- Blockchain is the new change on the horizon. Although it is already in the financial world, the uses of blockchain are far more wide reaching. It is shaking up many sectors along with all industries including supply chain, corporate responsibility, fashion designing, and digital advertising. To accept Bitcoins, all the company needs is a Bitcoin button at the checkout and a digital wallet. It works like a cycle whereby the publishers and users receive tokens when they view the ads.
- We are experiencing a significant shift in the real estate industry, as more and more people are engaging in property transactions using Bitcoin. Many industry experts are excited about the potential for digital money and the blockchain technology when it comes to real estate. But although digital currency transaction is the future, industry insiders say that we are not quite there as yet. Digital money analysts are less convinced that the property market would more widely adopt the cryptocurrency.
- In the real estate blockchain enables to store authentic online documents, draw digital smart contracts, and keeps the identities of the parties anonymous. While all sounds great, for everything to work seamlessly, it still needs a lot of things. As traders and investors have bid up Bitcoin’s price higher and higher, the Securities and Exchange Commission has suspended trading of some firms. Investors need to be cautious and not chase small companies that are trying to ride the wave.
- The blockchain is the system behind cryptocurrencies. A basic grasp of how it works will prove to be sufficient for now. But in the future, this knowledge would hardly be enough. The question is how to start, and the answer is first to have an understanding of the fundamentals of blockchain. With the growth of the industry, it is possible to reach mass adoption. Even if it fails, Blockchain is here to stay and is a big game changer.
- Cryptocurrency is a digital payment maintained by a network of computers that uses cryptography to authenticate transactions. Depending on how investors expect to make money and how they are structured, some cryptocurrencies may count as securities. If traders of these currencies prop up the price and go online to spread gossips, that might count as fraud. It can be hard to determine if a bubble exists. The only way to ensure that they avoid a burst is mass adoption.
- A war is over the future of Bitcoin, the first digital currency, and is already showing strain. Two of the biggest among the competitors of Bitcoin is Darkcoin and Ethereum. Many of the currencies younger then Bitcoin can be used for much more versatile purposes. Hence Bitcoin faces a threat from more nimble competitors. Digital currencies will drive new company model innovation at unprecedented levels. This revolution could be either a bubble or the onset of a financial realignment.
- Blockchain technology represents a seismic shift like that of email and web in the 90s and Facebook and Twitter a decade later. This innovative technology also makes Bitcoin and other cryptocurrencies possible without centralized authority. But cryptocurrencies are just the tip of the iceberg, much bigger and more essential things lie below the surface. Blockchain technology has the potential to create countless opportunities everywhere. 21.co, a blockchain startup founded by Dr. Balaji Srinivasan, is a compelling case in point
- Some businesses and companies prefer to stick to their past, but this is not a good marketing strategy. Instead, it is essential to take a progressive approach and look out for the next big thing. That is what happens when companies begin to accept Bitcoin payment that put them in a position for greater success. Embracing the power of this new blockchain technology shows the customers and prospects of a business that it is well ahead of the curve.
- Charlie Shrem was among the pioneer public faces of cryptocurrency. He co-founded a startup company in 2011 called BitInstant that was one of the earliest cryptocurrency companies processing a third of all Bitcoin transactions. In 2015, Shrem went to prison for two years for aiding an unlicensed money transmitter acquire Bitcoins to trade in the underground marketplace, where it was used to buy drugs. It was a felony that is the first of its kind in the crypto world.
- Charlie Shrem the first Bitcoin felon went to federal prison in 2015 for 2 years. Upon his release he went about strengthening the ecosystem of blockchain. A real breakthrough came when he created a prepaid Dash debit card. He then joined Intellisys Capital and decided to raise funds in the form of initial coin offering but was mired with doubts, as he feared the intense scrutiny from the authorities and eventually backed off.
- Today, many of the blockchain assets are tokens that are distributed as initial coin offerings. It constitutes the Internet’s second business model. Associated jobs have soared as its value has risen. Candidates who understand initial coin offerings, know how to write smart contracts, and have a good understanding of Ethereum would have an extra competitive edge. Interested applicants should read up the online literature on how blockchain works and be aware of the basics before applying in the field.
Bitcoin is the earliest cryptocurrency
The topics of the series are broadly categorized as follows:
- Blockchain is defined as a distributed peer-to-peer database that is based on an open and public ledger coded by cryptography. It is intermediated, decentralized and unalterable. Blockchain is a technology to be reckoned with as it can be applied in various industries. It will disrupt many businesses including the advertising world.
- Cryptocurrencies are digital currencies or, in technological parlance, alternative coins, also known as altcoins. Although Bitcoin is the most commonly used cryptocurrency, there are many limitations to it. Its flaws and weakness have given rise to many other cryptocurrencies such as Ethereum, Ripple, and Dash.
- The marketing industry will see phenomenal changes in the way products and services are advertised. In future, customers in the target market will have to be paid a fraction of a cent for their attention. Such micropayments is only possible with blockchain that is one of its greatest advantages. The blockchain technology called Brave will enable this.
- Big-ticket items such as mansions and real estate properties are purchased using Bitcoin. There are cases whereby houses with a Bitcoin price tag received overwhelming response and media publicity. However, the technology faces some obstacles in the real estate sector that prevents mass adoption.
- Lastly, using a real life case study we will warn you on how not to conduct business using this emerging trend. It is a case study based on the first felony committed in the crypto industry. It is also the story of a powerful transformation in the life of the felon who has now dedicated his life to help evolve the blockchain ecosystem.
After the case study, we will provide some information for those who would like to pursue a career in blockchain technology and cryptocurrencies. We will then wrap it up with the publication of the white paper written by an anonymous hacker who goes by the pseudonym of Satoshi Nakamoto, the creator of Bitcoin.
Stay tuned on www.blog.smei.org
Peter Drucker, the father of modern management, once said that when he asked employees to tell him something about their jobs they inevitably began by telling him about their boss. “If I only know how to manage the boss.” Therefore, he dedicated an entire chapter named, “Managing the Boss” in his famous academic book called “Management.”
Drucker reckons that managing the boss is both an opportunity and a responsibility and outlines seven specific strategies to success:
- Make a “boss list.”
- Asking each for his or her input, and giving each your input
- Enabling them to perform
- Playing to the manager’s strengths
- Keeping managers informed
- Protecting bosses from surprises
- Never underrating bosses
We outline here seven more:
When you accept a task, your boss expects and relies on you to get the job done. If you are serious about impressing your boss, you better get it done as if your life depended on it. Never promise anything to your boss if you are not confident of doing the job. When the boss sees you as a person who keeps promises on a consistent basis, it is much easier to be in friendly terms. And your credibility as a person would rise a few notches up.
Bosses need cooperation and honesty from their direct reports. Subordinates, on the other hand, require managers to set priorities and make critical resources available promptly to conduct the work efficiently. Smoother the operation, better the relationship between the worker and the boss. It requires the employee to understand the personality traits, communication preferences, and subtle nuances of the bosses and adapt their working style accordingly. Because, after all, success in the workplace depends on your adaptability. The boss needs you as much as you need him/her. Hence establish a working relationship that is compatible to both of you.
If the boss is not aware of certain trends in the market that could derail your plan it is better to disclose that at an early stage so that nothing comes as a surprise. Moreover, the boss may be able to put measures in place that can mitigate risks and help you get on with your assignment without any disruption. Any manager would appreciate a trend-spotter in the organization. In fact, it is an essential skill of a competent employee. It is also a commendable trait to have a conversation about the potential challenges you could face in carrying out your project due to the upcoming trends. Agree on a plan of action and provide periodic updates.
Even if you think you have the permission to be casual with your boss do not go overboard in your friendliness. Keep a professional distance that is acceptable to both of you taking into consideration the company culture and the norms of the workplace. Your professionalism will also stand you in good stead when your boss does your annual appraisal or when considering promotions within or between departments. Developing a professional relationship can earn you your boss’s respect and admiration and will also set a good example for new recruits and junior employees. If you think things are not going well, handle it in a professional manner rather than let your emotions take control.
Bosses can be under immense pressure and may falter in performing the necessary managerial roles. It can have an unintended adverse effect on your job performance. Try to find out the reasons and politely discuss this with your boss but never confront because confrontation can deteriorate the relationship. It is feasible to manage the challenges with an open discussion and debate successfully. If needed, include a trusted HR personnel or a departmental colleague who can assist you in augmenting your arguments. That way you can have an eye witness to the discussion that happened between you and your boss.
Send your messages across to the boss using the right strategies. When you have an important point to stress that can benefit the whole company and have a positive impact on the bottom line try to demonstrate the highlights using either a spreadsheet or a visual demo. Remember most people are visuals. Zero in on what matters to the boss the most. Then hone in and use your persuasive skills. It is especially useful if your ideas and concepts are innovative and novel. You may be asked to repeat the demonstration during the staff meeting for everyone to see. It is often a good sign as it shows that you have got your boss’ attention.
Leave your boss
You may reach a point where you have tried all the strategies mentioned above, and none sufficed. Well, time to quit. A vast majority of workers leave jobs because of an unmanageable boss. It is better to look for greener pastures than to be stuck in a rut. Employees spend a good portion of the waking hours at the workplace. If an unhappy boss is making the workplace toxic, you should do yourself a favor and get out of the negative atmosphere. An ideal situation would be to find another job before you leave so that you do not have to feel the pressure of mounting bills. If you have an approachable colleague, who can understand you, feel free to discuss the matter with him/her.
We have come a long way from the time Peter Drucker outlined the seven strategies on how to manage the boss. Although all of them are still relevant, the organizational dynamics and employee roles have changed slightly and required additional tactics. Moreover, the rise of technology-based jobs and the entrance of Millennials into the job market have added to the complexity of the dynamics.
Salesforce.com employed guerrilla marketing tactics early on. Budding entrepreneurs all over the world have elegant and innovative ideas. However, they struggle with the obstacles they face in their journey to turn their business into a commercial success. Worse still, each one thinks that they are alone in their fights. However, every entrepreneur goes through the same pain points. The story of Salesforce.com provides some valuable lessons that start-ups can learn. Although they are practical, it requires a mindset that embraces a radical approach to doing business. It that departs sharply from the more traditional one. Study them carefully and customize it for your businesses.
Stand out with a purpose
In 2000, at the salesforce.com launch party in San Francisco at the Regency Theatre, what stood out was the theme about waging war against the traditional way of delivering software services. They turned the lowest level of the theater into an inferno with actors locked up inside cages playing captured and frustrated enterprise salespeople. They were screaming, “Help, get me out,” “Sign this million-dollar license agreement. I need to make my quota!” etc. After the more than fifteen hundred attendees had worked their way through this hell, they went to the top floor. The place represented heaven where there was music, light and finally salesforce.com. There they obtain Nirvana.
The End of Software Campaign was the name of the party. On the morning of that day at the Siebel User Group Conference at the Moscone Center Salesforce.com sent hired actors. Their job was to pretend to be TV crew from a local station. They also sent protestors to picket the conference. Every person who went into the meeting were given an invitation to the salesforce.com launch party that night. Although the police arrived immediately, their presence only fanned the flames as the protestors were there legally.
PR Week recognized this End of Software Campaign as the “Hi-Tech Campaign of the Year”. Within two weeks around one thousand organizations signed up for the service. By daring to be different than the conventional way salesforce.com was able to get the much-needed press coverage at nil cost and reach out to the target market which was the end-users rather than the business enterprises and large corporations.
Aim for potential end users
Salesforce’s City Tour Program built Street Teams that got customers selling for the company on a local level. Each City Tour stop had a keynote address. Marc Benioff, the founder of Salesforce.com, spoke at each event followed by a live demo. There was also some time dedicated for questions.
In every City, the customers were eager to share their stories about their experiences using the software. This City Tour frenzy morphed into a movement. Salesforce.com contacted end-users in advance of the events, and most were eager to participate. Salesforce.com started to post blown up pictures of their customers at events and other marketing materials. Their companies acknowledged these employees’ success since it contributed immensely to the bottom line and they climbed the corporate ladder faster than otherwise would have been possible. Ads started appearing on job sites and soon “implementing salesforce.com” became a differentiating skill that set the candidates apart. It became a skill that employers sought out highly in sales professionals.
Salesforce.com evolves through a process called “intelligent reaction” – a process that involves making minor upgrades every week and constant releases incorporating real-time feedback from the end-users. The phenomenon, as they put it, means going where the business takes them rather than predicting the future trends without any inputs from the customers. It is, in essence, engaging the end-user as an active participant in the evolution of the company. In their early growth, salesforce.com built an online community through forums, blogs and chat sessions that have been emulated by many other companies since then.
Vulture and not venture capital
Raising money at the initial stage of the business evolution was no easy task for salesforce.com. It was an uphill battle. During the frothy dot-com era, Salesforce turned to the venture capitalists (VC) with their cold pitch for investment. When VC after VC turned them down, they turned to the age-old adage of 3F – friends, family, and fools – in other words, vulture-capitalists to raise capital for their start-up. This alternative financing model turned out to be a winning funding strategy that brought the investors exceptional returns in a short time. Subsequently, it attracted a steady stream of potential investors within a very short period. And the VCs regretted their decision not to believe in the company.
The journey of Salesforce thus began with a purpose to do enterprise software differently. By taking advantage of the enormous opportunities of the Internet in an industry known as Cloud Computing that was growing leaps and bounds at that time, Salesforce.com was able to deliver enterprise applications cheaply through a website. It started off in 1999 in a small rented apartment with three developers and a few computers. Ten years later the company morphed into a $1 billion company with a few thousand employees. Salesforce not only managed to survive the dot-com crash of 2001 but also grew to become the world’s largest growing software company in less than a decade.
Lessons for startups
The End of Software type of launch party may not be a possible thing for every start-up company due to many restrictions. Friends and family may not believe in and invest in a concept that resides just in the head of an aspiring business person. But the implication is that by leveraging a guerilla tactic and bringing on board well-wishers an entrepreneur with a can-do-attitude can take the company to soaring heights. The idea is not to copy and paste the ideas illustrated here but to borrow ideas and adapt them with some modifications depending on the nature of the business, the local culture and the needs of the end-users. Uniqueness within the norm is of the essence here.
Photo Credit: Daria Nepriakhina
The vexing question of every Sales Manager and Business Development Manager who is newly appointed is this: “What am I supposed to do and not do”?
Managing sales and developing business at the same time can be a nightmare for a large organization. Each role is a humungous task in itself. Combining the both together and expecting one person to handle both is not only practically difficult but also inefficient. Small business owners may not agree to this as more often than not they have just one person who wears both these hats, and they find it cost-efficient too. That may work out initially for a start-up or a mom and pop store, but in the long run, when the business grows to attain maximum scalability the firm must segregate the two tasks and appoint a Sales Manager as well as a Business Development Manager to perform two different kinds of jobs. Often the difficulty in doing so arises because of the ambiguity in the roles played by both employees who hold different titles. Business owners and managers themselves are confused as to what they are supposed to do.
The roles that are unique to a Business Development Manager are the following:
- Building the right product-market mix
- Determining whether the product meets the need of the client
- Expanding the reach of the goods to increase revenue
- Recommending timely adjustments to products
- Improving products to fill customer requirements
- Informing clients about new developments in the products
- Dealing with prospects unsatisfied with the products
- Responding to negative press about the products
- Pitching goods and services in new market segments
- Studying the competitive landscape in the industry
- Forming strategic partnerships with other businesses
- Segmenting the target customer market
- Prioritizing market segments or key accounts
- Identifying various routes to market
- Creating strategies to expand company’s current markets
- Researching markets to find new ones
- Planning and overseeing new market initiatives
- Attending conferences, meetings, and industry events
- Researching companies to hunt leads
- Exploring, prospecting, and qualifying leads
- Researching who makes decisions about purchasing
- Determining whether a lead is ready to buy
- Bringing in enough qualified leads to generate business
- Attracting customers to the front door of the building
- Maintaining fruitful relationships with existing customers
- Contacting potential customers to establish rapport
- Investigating if the price matches the ideal buyer’s affordability
- Negotiating prices with manufacturers and distributors
- Developing quotes and proposals to new partners
- Identifying new opportunities and methods for sales campaigns
- Generating demand and maximizing sales
- Writing reports and providing feedback to upper management
- Creating high-level vision and developing relevant strategies
- Understanding the fundamental drivers of the business
- Making wise decisions in pursuit of long-term value
- Determining when and where to scale the business
- Gathering data to validate paths to achieve business goals
- Identifying and executing new areas of business
- Weighing how changes affect the entire company
- Identifying signals that promise greater opportunity
- Assessing trade-offs between opportunities vs. risks
- Generating new channels to reach customers
- Producing long-term growth and profitability
- Planning operations and strategic marketing with top executives
- Coordinating with departments for new account setups
The roles that are explicit to a Sales Manager are the following:
- Demonstrating the product features
- Overseeing the distribution of products
- Maintaining appropriate inventory levels
- Gauging customer’s product preferences
- Monitoring market trends to tweak sales efforts
- Weighing how changes affect sales territories
- Taking deals across the finish lines
- Selling the product to the identified customer
- Convincing customer to go from the door to cash register
- Up-selling and cross-selling to existing clients
- Offering post-purchase service and support
- Resolving customer complaints regarding sales and service
- Optimizing existing channel to reach more customers
- Selling to customers in new territories
- Explaining price breakdowns to prospective customers
- Informing payment terms to end-users
- Developing pricing schedules and rates
- Developing promotional ideas and materials
- Determining discounts and special pricing plans
- Tracking sales team metrics and reporting to leadership
- Implementing sales plans based on company policies
- Developing sales strategy to achieve organizational goals
- Preparing and approving budgets and expenditures
- Coordinating and monitoring online sales activities
- Meeting business revenue targets
- Focusing exclusively on driving revenue
- Following up on business leads on a regular basis
- Investigating lost sales and customer accounts
- Tracking, interpreting and collating sales figures
- Maintaining data and records for future reference
- Formulating sales policies and procedures
- Executing and measuring sales plan
- Hiring, training and leading sales professionals
- Managing team of sales staff and assign territories
- Developing field sales action plans
- Collaborating with IT to improve the sales technology
- Developing direct sales techniques for the sales force
- Creating incentives for representatives
- Generating ideas for sales motivational initiatives
- Executing measures when performance deviates
- Advising representatives on ways to improve performance
- Demonstrating excellent team-building skills
- Transforming sales team into a high-performing one
- Determining ways to streamline and improve the sales process
- Keeping up to date with products and competitors
Business Development Manager is responsible for creating long-term value for the business while a Sales Manager is supposed to maximize sales. A good analogy is thus: A Business Development Manager gets the customer to the door, and a Sales Manager takes the customer from the door to the cash register. A Business Development Manager who is busy looking over the competitive landscape to spot trends and opportunities does not have time to service the clients. It is the job of the Sales Manager to take care of the prospect. Hence the separation between the two roles.
Photo Credit: Olu Eletu
Enterprise Florida Inc. – Orlando, FL
Enterprise Florida is seeking a dynamic individual to manage the states business marketing campaign, which positions Florida as a top business destination. To help the campaign keep pace in the industry, the Marketing Manager will have to handle and direct traffic for multiple projects, including print, online, radio, TV, electronic media and direct marketing efforts. Much of these projects will route through agencies and other vendors. more info…
Industrial Revolution – Tukwila, WA
Plans, directs, and sets the strategic direction of the sales program. Oversee sales staff operations, business planning, and budget development. Ensures services are in compliance with professional and company policy standards. Develops and maintains relationships with sales staff, customers, and regulatory agencies. more info…
Marketing Manager – Events
Enterprise Florida Inc. – Orlando, FL
This Job Might Be Right for You If You like helping people and making a difference. This position will take part in shaping events for the state of Florida’s lead economic development organization, which helps create new job opportunities for Floridians and creates a better statewide economy. You have at least three years of coordinating overlapping corporate events. Project management is at the top your skillset list being able to keep track of multiple events at various stages of completion more info…
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Director of International Marketing & Aviation Development
San Francisco International Airport (SFO) – San Francisco, CA
It is truly a rare opportunity to join an award winning and progressive organization such as San Francisco International Airport. This newly created position will be responsible for overseeing and managing all international marketing campaigns to promote SFO on a global stage as well as for creating and overseeing a strategic and coordinated approach to the development of international aviation services. This career capstone awaits interest from only the best-of-the-best professionals more info…
Retail Operations Manager
Springfree Trampoline USA Inc. – Southlake, TX
Springfree Trampoline USA Inc. (www.springfreetrampoline.com) and its global distribution partners are represented in over 12 countries with over 350 employees. We are a dynamic and entrepreneurial company with more than 10 years in operation. Our core values are centered on Integrity, Heart, Safety and Fun. As manufacturer of the worlds safest trampoline, our quality, innovation and design makes us an industry leader. We offer a highly functioning, empowering and positive workplace for o more info…
Agency Sales Representative
Colonial Life Insurance Company – Dublin, OH
There’s never been a better time to be part of Colonial Life and to let others in on the opportunity. We are looking for someone with integrity, intelligence, the drive to learn and the passion to succeed. Someone who recognizes the tremendous opportunity that we offer the entrepreneur. In short, more people like you! more info…
View more jobs at the SMEI Career Center