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The Center for Sales Strategy Blog

Alina McComas

Recent Posts by Alina McComas:

The 3 Most Important Metrics Sales Managers Should Track for High Performance

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If you are a sales manager, there are probably a number of metrics that you look at or are asked to examine by your leadership in order to determine how your sales team is performing. At times, you can go overboard, looking at too many metrics and spending more time pulling numbers and reports than coaching your team out in the field. 

So where is the happy medium? Where do you draw the line of the important metrics to monitor in order to ensure high performance from your team without spending days to pull the numbers?  Ultimately, you want to identify those performance metrics that drive results and revenue production with your team. Here are my top three:

Topics: sales management Sales metrics

The New Word of Mouth

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Personal recommendations are a powerful thing. Good or bad, they have the power to persuade us in one direction or another. Think about it—when most of us have little to no knowledge about a particular company or product, we typically ask those whose opinions we trust: family, friends or coworkers. As we all become more and more connected, most of us have also begun to rely on digital reviews.

Topics: referrals Digital reputation management

Shopping for Solutions: Delivering the Perfect Digital Advertising Target

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Mid-February is an interesting time of the year. The stores, malls, and grocery stores are jam-packed with people shopping for Valentines Day. If you like to shop, this may be paradise… heading out with all of the other crazed shoppers, trying to find that one special thing for that special someone. But if you're not into shopping, you probably want to minimize the places you have to go.

Imagine if you only gave yourself one opportunity to find that special gift—you're determined to go to only one store. Some of you would get lucky. Others might find that is it out of stock, while others find that the one store chosen never even carried that special something. So what do you do if you weren’t lucky? Since you only gave yourself one shot, you have two options—find another gift or go home with no gift.

Don’t like those options? Me either, but when it comes to digital marketing, I see salespeople and marketers do just that all the time when using ad targeting to reach their target consumer—their someone special if you will. Instead of using multiple targeting options available to them, they make the decision to hyper-target… using just one behavior, age group, or a small geographic area. Doing that is the same thing as just going into one store to find your target gift. You might get lucky and generate results, but more often hyper targeting minimizes your chances to deliver results.

Topics: Digital selling digital advertising integrated media solution understanding target audience

Selling Digital Advertising: The Magic of the Digital Needs Analysis

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Over the past couple of weeks, I have had several account managers ask me questions surrounding a digital client needs analysis. Everyone wanted to know those three or four questions that would magically give them everything they needed to put together a fool-proof digital solution. The truth is: there are no magical questions.  

Topics: Digital selling digital advertising

3 Tips to Use Google Analytics to Help You to Spot ROI

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As digital marketing continues to grow, so does the demand for demonstrating an ROI. Marketers want to know that the dollars they are spending are making an impact on their business. They are looking for ways to use all of the available data in the digital space to help them correlate the dollars spent to tangible results. 

While there are a variety of website analytic tools that businesses can use, a good number of them are using Google Analytics. And why shouldn’t they? A free tool that can provide some great insights into how potential customers use a business website… seems like a no-brainer. 

Topics: selling digital advertising

7 Basics to Selling Digital Advertising Creative

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Like most people nowadays, I spend a lot of time online. Due to my profession, a lot of that time is spent looking at the ads on the screen. I find myself analyzing and critiquing the message, the look, and the layout of the ads, without even realizing that I am doing it. I have seen some good and some bad. 

Topics: Digital selling digital advertising

How Measuring Success is Different in Digital

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Measuring the results of an ad campaign or a marketing push is important. How else will you know if the effort was a success, and if the investment produced a profitable return? In the old-media days, it was often tough to measure, causing uncertainty and frustration among both buyers and sellers.

In the digital age, I could argue that it’s gotten too easy.

It's Not All About Clicks

Clicks are insanely easy to count. The click-thru-rate quickly became a new gold standard, and the abbreviation CTR made it seem so official and valid. But what was it really measuring? And what does that metric have to do with the marketer’s goals? These are the issues I often find myself discussing when I lead digital-media workshops, but these questions are not discussed as often as they should be with prospects.

Topics: digital marketing metrics measurement

The "Buy Now" Button Comes to Pinterest and Instagram

Why_Did_You_Buy_ThatAs Social Media continues to mature, they continue to search for new ways to engage consumers and drive revenue. Two weeks ago, Pinterest and Instagram introduced similar features aimed at accomplishing both goals and these new options could be game changers for businesses and consumers.

The first "buy now" button is the Buyable Pin that was introduced by Pinterest on June 2nd. The new feature will allow users to purchase products without ever having to leave Pinterest—when they see a blue Buy It button. If you live in the United States and use an Apple device, you will begin seeing the new feature in a couple of weeks. According to the company’s blog, you should be able to discover over 2 million Buyable Pins on your iPhone or iPad by the end of June. Android users will have to wait a little longer to see the new Buyable Pins. 

Topics: Digital

Which Is More Important—Product Training or Sales Training?

Product focused training and sales skill training - both are important to increase the knowledge and expertise of a sales team, but which is more important? Which has the larger impact? Before I answer that question, let me define the differences between the two to make sure that we are all on the same page.

Product Training

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Product training focuses on the nuts and bolts, on educating your sales force on the features and benefits of what you sell. What the product (or service or solution) is, what problems it’s intended to solve, how it actually works, what it costs in its various configurations, how you handle it internally to ensure the client gets what they bought, and everything else you might need to talk about the product. Most product training is delivered in a classroom environment where the facilitator is doing most of the talking and answering questions along the way. 

Sales Training

Topics: Digital Training Topics

12 Essential (and Mostly Free!) Digital Resources for Salespeople

The ever-evolving world of digital media can be challenging to stay up-to-date with all of the changes, but if you are selling digital media and want to do it effectively, it is a challenge you must take! 

So where you do you start? There is so much information available and it can feel overwhelming. I would recommend that you find a handful of different resources that you turn to on a regular basis. I like to think about resources in categories – those that help keep me up to date on what is coming and what is changing in digital media, tools to gain insight about a company’s website and those that help me stay current on consumer trends.

Below are 12 of my favorite digital resources:

Websites:

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Topics: Digital