The Top Line

Recently, I lost my crystal ball.  So, I won’t be adding to the posts about predictions for the new year.  Instead, I took a look backward to see whether previous year end posts still apply.  I think they do.

Learn from the past, capitalize on success

At the end of 2008, in Shorten the sales cycle next year:  Year end marketing planning, I advocated taking stock of what worked and what didn’t—so that you can capitalize on your successes and avoid repeating what turned out to be mistakes.   In particular, I suggested focusing on buyers’ perceptions in four areas: the desirability of the solutions, the reputation of the vendor, the effectiveness of the communications, and the responsiveness of the individuals leading the sales or business development effort.