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The Center for Sales Strategy Blog

The Imperfections of Last Click Attribution

When it comes to digital marketing, there is a heightened focus on analytics to determine success. Many businesses continue to place a heavy reliance on last click attribution models to determine which of their digital marketing tools are driving results. Last click attribution gives 100% of the credit for a conversion or a sale to the last click a visitor made before he or she arrived on the website to complete that action. It's a model that has been used for years, but can be flawed if it's solely used to determine which digital marketing efforts are really driving results.

The Problem with Last Click Attribution

In theory, last click attribution seems to make a lot of sense, giving credit to the last source that drove a new consumer to a convert on a website, but we as consumers are not that simple. Consumers in today’s environment are usually exposed to a number of different sources before they visit a website. There are countless studies that show the synergy between various types media platforms—those that show how TV, newspaper, and radio drive someone online for more information or to purchase. There are even studies that show how display advertising has a direct impact on search activity—in other words, how consumers are more likely to search for a company and its products after seeing a display ad, even if they don’t click on it.

 Solely using a last click attribution model doesn’t account for any of the other sources that assist in getting the consumer to the website and converting.    

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Topics: digital marketing, Sales

You’re Not as Important as You Think You Are — 7 Ways to Get Prospects to Respond to Your Email


Today we have a guest post from Mike Donnelly. Mike is the founder of Seventh Sense, a SaaS platform designed to plug into your Hubspot account and existing email systems and quietly listen—listen for the times that individuals engage with you, capture their patterns and allow you to take action on that data. Mike is a data fanatic who’s always looking for new and creative ways to help sales and marketing professionals get better at their trade.


Two years ago, I was trying to get connected with a highly-sought-after prospect who I knew would be a great client. I sent several emails, trying to get him to respond and meet with me, but he kept ignoring my emails—or so I thought. I almost gave up, but he finally responded.

Even after this executive became a client, I realized I still had the same problem—he just wouldn’t respond to over half of my emails. We were meeting over lunch one day, and I finally asked him why he so frequently didn’t respond. He laughed and said, “Mike, I don’t even see any emails that come in after 11:00 in the morning.”

Today’s decision-makers are so busy that they don’t have time to read all the emails in their inboxes, much less reply to everything. But there are a few tried-and-true ways to get prospects to read and respond. During my 14 years in sales, I discovered seven practices that doubled my response rate.

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Topics: email, Sales, prospecting

How to Decrease Turnover and Save Your Company Money


Yesterday I opened my mouth and my mom’s voice came out!

Excited to visit our twin daughters in college and spoil them a bit, my husband and I spent last weekend in a tornado of tailgates, football games, happy hours, sushi dinners, and fall shopping. At the same time, our girls were also juggling advisory meetings and spring registration. It’s that time of year.

After a discussion at brunch about course requirements and degree expectations, I noticed a pattern in their responses. “I’ll just wait and see what I need.” “We probably don’t need to worry about that yet.” “No need to spend time on something if we don’t need to.” 

One minute I was listening and nodding and the next thing I knew, I opened my mouth and my mom’s lecture on the importance of planning ahead came out. I even channeled my dad for a minute there, pulling out the old adage, “measure twice, cut once.” I watched their eyes glaze over. 

I get it. We’ve all been there. But it’s easier to see clearly from the outside looking in.

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Topics: Talent, salespeople

Native Ads May Help Marketers Combat Ad Blocking + More


Happy Friday! We've come to the end of another week, and it's time for us to share what we've been reading online this week. Here are our "best" from around the web.

1. Native Ads May Help Marketers Combat Ad Blocking — Media Post

Good content is more important than ever. Native ads, or sponsored stories, aren't just ads—they're valuable to the reader. As such, they don't get blocked the way display ads do. This article from Media Post explains the dynamics, and why native ads are the future of effective advertising.

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Topics: inbound marketing, Sales, Wrap-up

Pay Attention to Your Best Customers

Sales_Team2.jpgYour best customers are your competitors’ best prospects. At The Center for Sales Strategy, we have long said that it’s much easier to fill the bucket if it’s not leaking from the bottom. Many companies have an incredibly large need to go out and get new business every month—mainly because they are losing 33% or more of their current business.

It's true… and while new business is certainly one of the solutions for curing the problem of not retaining existing business, it’s really only a bandage. The problem of account attrition needs to be addressed and quickly solved. Churning through clients quickly and not getting any sort of renewal will fatigue your sales team. Over time, they will lose confidence in what they are selling. Just imagine the revenue growth you might be experiencing today if you did not have all that attrition—and you still had the same amount of new business coming in.

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Topics: customer satisfaction, customer focus, Management, sales strategy, Sales

Top 3 “I Wants" That Millennials Use

The impact of the millennial generation is making headlines everywhere! As a sales manager, you may have read a blog or two on how to manage or even hire millennial talent. But now the headlines are about how millennials are impacting business, from a consumer’s point of view. If you have a hand in marketing or sales, you may be experiencing disruption within this loosely-defined generation as well.  

Most commentators put a millennial between late teens and early twenties to late thirties. That’s why it's loosely defined. But what is clearly defined is how much they have to spend and how they choose to spend it. Millennials are coming of age—gaining ground in their jobs, starting families, and making first major purchases. What they are not doing are taking risks. They’ve seen all too well the impact risk-taking has had on preceding generations, including Generation X and, in some cases, Baby Boomers. So what does this mean for business?

Well, it means there are 3 expectations (or promises) a millennial expects:

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Topics: digital marketing, Sales

Radio Advertising Calgary Crafts a Strong Inbound Marketing Program


Radio Advertising Calgary was started by three account managers from Corus Radio Calgary. Together, Sherie, Jason, and Michelle bring over 35 years experience in marketing consultation and customized new media to their clients.

About a year ago, Sherie, Jason, and Michelle started realizing that traditional outbound sales methods like cold calling were no longer enough to bring in the advertisers they needed. They knew the buying process had changed, and they knew they could use their expertise and thought leadership to attract leads. After reading Matt Sunshine’s book, LeadG2: Getting Prospects to Raise Their Hands, they realized that they needed to craft an inbound marketing program to match the modern buyer’s journey.

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Topics: inbound marketing, Sales, sales leads

3 Ways Technology Can Increase a Salesperson's Productivity

A few months ago, I wrote a blog about how sales managers could help their salespeople increase their productivity. It received some great feedback, and I wanted to follow up on a few of the comments it received and specifically address the role that technology plays in making sales teams more productive.

By embracing new technology such as lead intelligence, marketing automation, and effective use of a CRM, salespeople can waste less time doing data entry, understand more about their leads, and document all of this information to be shared across the organization. 

In this post, we'll review each one of these productivity-enhancing technologies, enabling you to be one of the companies that are gaining a substantial advantage over competitors and developing more productive sales teams.

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Topics: using technology, Sales, sales cycle

6 Bold Predictions for Digital Marketing in 2016 + More

Here we are at the end of the week once again! It's time for us to share what we've been reading online this week. Here are our "best" from around the web.

1. 6 Bold Predictions for Digital Marketing in 2016 — Social Media Today

Chad Pollitt, industry thought leader and publisher of Relevance, puts forth six interesting predictions for where digital marketing is headed in the coming year. Check out what he has to say on Social Media Today.

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Topics: inbound marketing, Sales, Wrap-up

Improve Sales Performance with In-Field Training

Generally when most people think “training” they envision a classroom with an instructor, a workbook, and some Power Point slides. For most jobs, this is not training—it’s classroom education. By the way, there is nothing wrong with classroom education. Just don’t confuse it with actual training.

Training is really a one-on-one activity between a manager and the person he or she is looking to develop, whereas classroom education is a group activity—big difference. Training is best accomplished on the job. In The Knowing-Doing Gap by Jeffrey Pfeifer and Robert Sutton, they point out that the best companies “Embed more of the process of acquiring new knowledge in the actual doing of the task and less in formal training programs.” 

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Topics: Management, Sales