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The semantic blog » Is it the fault of the gun? | Sales driven companies

Back to Home Written on 28-May-2009 by cristian.saracco

It is so important, a t the end of the month, to pay salaries, expenses ... no doubt about it ... That if we do not sold this doesn’t happen, too. But to think that this means that sales will take the reins of the company is somewhat different.

Let me put it this way:

Sales executes a plan designed by marketing (the only one responsible for the first row of the business’ income statements) which in turn responds to a business strategy which is coming from a specific and permanent company purpose (permanent in this case is not an absolute term)... And not the other way around!

However, it appears that in some cases, more than desired, things are not as well, moreover. They are exactly the opposite and I think that this is as saying that the gun is guilty, not the murderer... "It was the gun that killed him, not me pulling the trigger, nor the one planning the murder"

There are books written on sales, finance, marketing,… driven companies"... and there are many executives following their recommendations ... and the results are there!

Branding does not escape to this, there are thousands of pages written with this kind of wonderful ideas (perhaps this is one more to add to the list ... you decide).

The brand experience is part of a marketing strategy which summarizes the intent of the business, conveys the purpose of the company (a call to action idea), and makes it a living experience that will add value and, of course, generates better incomes.

Is it so hard to understand? Am I missing something? Or am I completely lost?

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Tags: branding,insights,sales driven companies

Comments

written on 28-May-2009
chickerino says:
In fact the real answer to the question is rather surprising:
written on 28-May-2009
albertob says:
great post cristian, can't agree more.

The key, I guess, is to:
1- build a long term vision and a set of values which are placed above the sales goals.
2- Make "sales people" share that vision and understand that their are an instrument to reach that vision, not the end of it.
written on 28-May-2009
svirsk says:
yes, i would put it even a bit further by stating the purpose should be to make human (and all life) better, money should never be goal, it should be a mean.

brand experience should be there because the company actually really cares about people. After caring the rest will follow. (selling things that you actually care about is also a lot easier)

Do you know this site btw: http://www.zappos.com/ (if not, try if you can some interviews with the creators / case studies about it)
written on 28-May-2009
cristian.saracco says:
Thanks for the comments... Yes... guns are not guilty

Alberto, what you say is true... actually is common sense... However, the problem is when you hear a "C level" guy saying the contrary... And that looks to me as something between exotic and idiot...

Example: Mentioning the sin not the sinner... a luxury goods company where one of the key functions of the sales department is marketing ... they are destroying value steadily but with good incomes... Right now everything is OK... and due to this issue of high people rotation... the ones who are taking the decisions know that the "party" will be paid by others...
written on 28-May-2009
cristian.saracco says:
Thanks Svirsk!... Hmmmm. all postmodern comments ...

Yes... incomes are a result/effect... not the cause!...

I'll visit the site you've suggested... Thank again!
written on 05-Jun-2009
EdH [http://www.boltgroup.com] says:
Chris,
We're seeing the same thing everywhere over here. Brands ignoring who they are and who they should continue to be for long term equity, for the sake of short term revenues, personal glory and fat executive pay checks. Just look at the news over the last year - corporate executives willing to virtually destroy companies for their own benefit.
My associate Jamey, wrote about this topic just recently:
http://blog.boltgroup.com/?p=259#more-259

And I don't think it's sales .... to continue your analogies .... "Don't shoot the messenger" .... sales is told what to do - but that's been going on for ever - I left one of the major office equipment and "document" companies 25 years ago because I could not in clear conscience, do what I was being told to do in sales.

Where is this going?? .... beware the self interest of the Millenial Generation ....

.... will the rule of natural order step in ?? ... is it already ..??

Cheers - keep up the good work ..... Ed
written on 05-Jun-2009
cristian.saracco says:
Hi Ed!

Thanks for your message (it's here! )

I'll read whta Jamey wrote...

And agree with you... "Don't shoot the messenger"... It's not a question of sales, it's a question of the top level/owners of the company... and actually, behind the escene the real point would be the lack of strategic vision which makes these guys think of solving their problems (sometimes endemics) improving sales without any kind of plan, aspiration, ambition... just more money (no matter the costs are)

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The semantic blog » Is it the fault of the gun? | Sales driven companies

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