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Using Ongoing Marketing to Nurture Leads: Do You Know What it Takes to Get to “Yes”?

When I started in my sales career many years ago, I didn’t have the luxury of an established client base or a robust CRM package that reminded me who to call. I didn’t have a marketer funneling leads to me or setting up appointments on my behalf. No, each day I came into the office and started “pounding the phones”, making cold calls, and hoped to get a live person on the phone so I could talk to them about whatever I was selling. When I got a “no”, I wrote the opportunity off and went on to the next cold call. It didn’t take long to realize this was an exercise in futility because 80 percent of other sales people were calling these exact same people using the exact same tactic. So, I thought about the way I wanted to be treated and the kind of people I liked to buy from and changed the way I approached prospects.

Although I didn’t know the official concept at the time, I started formalizing a lead nurturing approach. I shifted my mindset so that every prospect that said ”No”, was looked at as a future “Yes”. I set up call reminders on my calendar and started calling these prospects consistently at mutually agreed upon intervals. Overtime, I established relationships with these prospects, and ultimately, I closed business with more than 60 percent of them! More importantly, more than 80 percent of these clients worked exclusively with me and stopped working with other vendors! All because I took the time to nurture the relationships, made a commitment to their success and put in the hard work to make it happen. Although the process was labor intensive, it got the job done. Had I only realized what I could have accomplished by implementing a similar process through marketing campaigns, my sales could have grown exponentially higher.

Fast forward to today’s electronically-connected, ultra-complex business climate and the ”relationship” element is even more rare and impactful than ever before. Although the sales person is still a critical component of the sales process, marketing campaigns have become a much more cost effective way of nurturing prospects and staying in touch with customers. Establishing a schedule of ongoing, targeted marketing activities is an impactful way to nurture leads and keep your company “top of mind” with your prospects. However, the concept of prospecting or lead nurturing through marketing is still not a focus for most companies or sales teams.  But the statistics speak for themselves on the impact that nurturing has on business. Here are some current statistics related to lead nurturing: Read More »

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The Cisco TelePresence MX Series at a Glance

Cisco TelePresence is designed to create a virtual reality, to make you feel like you’re face-to-face with people, no matter how far away you are in the world. That used to take a lot of complex, standardized, in-room design, color, lighting and deployment. We had to custom-build the rooms, put in special lighting and tables, and more. Each new room was an added expense. I have to admit, though, the end result was awesome. Working with people over immersive telepresence, I pretty much forget the technology after a few minutes, and I’m not really aware of anything but being in the same room with the people in front of me.

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SIAM: the next ITIL?

The acronym SIAM stands for Service Integration And Management, and it is a hot topic in the world of IT Service Management…..but why? Service integration models have been around awhile, but are evolving from the challenges of managing a small number of large service partners to a model of managing a larger number of smaller partners. As the services and businesses become more critical or complex, the level of service integration becomes deeper. SIAM builds on the ITIL framework, and expands it.

What is SIAM?

  • According to Wikipedia: “Service integration and management (SIAM) is a framework for managing multiple suppliers of information technology services and integrating them to provide a single business-facing IT organization.”
    More…
  • The UK Government defines it as “Service integration and management lets an organization manage it’s service providers in a consistent and efficient way, making sure that performance across a portfolio of multi-sourced goods and services meets user needs.
    More…
  • Kevin Holland, ITIL expert is a bit more specific “Service Integration and Management(SIAM) is both a model and a function which provides a single point of accountability for the service management and delivery of all services provided by internal and external service providers, by taking responsibility for and assuring suppliers performance ,  coordinating delivery, integration , and interoperability across multiple providers, and providing the necessary governance on behalf of the users.”
    Details…

Essentially, it is about keeping (or recovering) control – IT organizations use more and more external support providers today, and managing these relationships is getting more complex. SIAM might be the answer to this challenge, because it is all about how IT will deliver the capability to achieve end-to-end service excellence in an increasingly complicated environment by actively managing all aspects of service performance.  Basically, it supports businesses by helping them get the most out of their outsourced and externally managed services.

Why is SIAM important now?

SIAM is in the spotlight of the key analyst groups, Forrester and Gartner.  Spending on external and internal IT services is higher than ever; However, according to Gartner’s 2014 key metrics survey, only 11% of respondents  say that they have mastered their approach to sourcing, and 89% need to improve competencies and significantly raise their maturity levels in order to manage multi-sourcing successfully. (Source)  These metrics show large future potential for SIAM.

If you decide to research SIAM further, keep in mind that SIAM is sometimes referred to as MSI (Multi-sourcing Service Integration)

Are you using or considering a SIAM framework? I would love to hear your thoughts.

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Scaling NFV – The Performance Challenge

In the second part of my blog series I want to cover one of the main concerns that Services Providers are facing as they explore moving to NFV and that is performance and scalability. Common concerns I hear center around latency, throughput, queuing capabilities and security. These are valid concerns since SP’s have service level agreement (SLA’s) with the their customers which lead to penalties if performance drops below the SLA.  So will a virtualized network function perform at the same level as a purpose built networking device? Read More »

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If you bundle it, they will come!

Recently I was speaking to someone (Mike from New Jersey) at Cisco Live and they were raving about their journey to the Flexpod. They were seeking the best compute, networking and storage yet didn’t want to be boggled down with details when it came to the purchasing process. Converged systems like this are relatively new, and honestly Read More »

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