A classic technique to help companies dramatically improve marketing and sales results is to focus on fewer more qualified prospects. Whether that list should be your TOP 100, 50, or 25 depends on the size and scope of your business, the price point of your product, and the length of the buying cycle. But it is amazing to me how many times we, as growth strategists, have recommended the development of a list of 50 great prospects…The GOLDEN 50.
With one client recently, they had concluded that five target industries would give them sufficient diversification to be resilient during recessions, more learning opportunities, and great cross selling opportunities. So the next step was to declare which 10 companies would be the focus of their marketing and sales investment in each industry … right now. WOW was that illuminating for them. This client hadn’t realized how scattered their business development process had become. Maybe that’s happening to you.
With new technologies, we can all reach out to thousands or millions of companies and people. And those messages can even be “personalized” to include the individual’s name sprinkled throughout the messaging. But seeing “Aldonna”, or “Jorge” or “Pasha” in a marketing or sales message doesn’t make it tailored.
For many companies, the reality is that reaching out to the thousands or millions of names in their data base constitutes background music (sometimes noise) of the marketing symphony. They have forgotten that they need a memorable melody that resonates with the real decision makers.
There is an average of 5 real decision makers in each of that client’s Golden 50. So the priority now is getting to know what makes those 250 people tick. What is their pain? Do the 50 CFOs and 50 VPs of Sales deserve their own targeted marketing messages? Who is in a hurry? Who needs time to think? Who has authority over a discretionary budget and who must ask permission despite his/her impressive title? What would compel a COO to forward a copy of your marketing message to his/her CEO?
Aldonna R. Ambler, CMC, CSP has earned the right to be called THE GROWTH STRATEGIST™. She has won over 2 dozen national and statewide “entrepreneur of the year” awards for the resilient growth of her international businesses across 4 recessions. Her midsized BtoB service, technology, and distribution clients get on…and then stay on…the published lists of the fastest growing privately held companies. Ambler is in the process of launching her 8th enterprise. All of her current service businesses (strategic planning, executive advisory, growth financing, talk show, speaking, and search) help privately held midsized companies achieve accelerated growth with sustained profitability®. 2012 is Ambler’s 8th year hosting a weekly peer-to-peer-to-peer syndicated on line talk show that features interviews with CEOs/Presidents of midsized companies (typically between $20 and 200 Mil/yr) sharing success tips about the growth strategy-of-the-week. An archive of over 300 interviews is available at www.GrowthStrategistShow.com. She can be reached toll free at 1-888-Aldonna or at Aldonna@AMBLER.com.
Known as The Growth Strategist®, Aldonna Ambler built and grew a suite of companies to help midsized B2B companies achieve accelerated growth with sustained profitability® A Certified Speaking Professional (CSP), Ambler has addressed over 2000 audiences and hosted a syndicated online talk show about growth strategies for 9 years. As a growth financing intermediary, Ambler raised over $1 Bil dollars for midsized companies. The winner of over 2 dozen prestigious national and statewide "entrepreneur of the year" awards, Ambler is available to speak about “profitable growth during any economy” and/or serve on the board of a growth-oriented privately-held company.