Executive Briefings: Extraordinary Leadership

Dr. Tony Alessandra CEO of Assessments 24×7
April 20, 2017

Dr. Tony Alessandra is two speakers in one… a professor and a performer, or as one client put it – “he delivers college lectures in a comedy store format.”

Tony offers audiences the opportunity to enjoy themselves while learning practical, immediately applicable skills that positively impact their relationships with prospects, customers and co-workers.

He focuses on how to create instant rapport with prospects, employees & vendors; how to convert prospects and customers into business apostles who will “preach the gospel” about your company and products; and how to out-market, out-sell and out-service the competition.

Executive Briefings: Creating Market Leadership

Donovan Neale-May, Founder & Executive Director of the CMO Council
March 23rd, 2017

Technology moves quickly, thus understanding marketing trends that make an impact is critical in creating market leadership. This edition of C-Suite Executive Briefings features top thought leader Donovan Neale-May, Founder and Executive Director of the Chief Marketing Officer (CMO) Council, Executive Director of the Business Performance Innovation (BPI) Network, and Co-Founder and Managing Partner of The SABLE Accelerator (South African Business Link to Experts).

Donovan discusses how keeping pace with the latest digital marketing trends is challenging, at most. He shares his thoughts and insider business trends for creating market leadership.

 

 

Come Fly Away with C-Suite TV

March 13, 2017 11:25 ET

C-Suite TV announces partnership with ReachMeTV and the launch of C-Suite Insights at the Airport Revenue News Conference in New Orleans

NEW YORK, NY–(Marketwired – Mar 13, 2017) – C-Suite TV, a web-based, digital on-demand business channel, is announcing their partnership with ReachMeTV, a multi-channel digital TV network, as well as the launch of their new show, C-Suite Insights, at the Airport Revenue News Conference in New Orleans on March 14. C-Suite TV is now the exclusive business-to-business content channel in airports and hotels in the US.

With over 1 billion passengers going through airports in the United States each year, C-Suite Insights will offer in-depth interviews with executives and thought leaders in the concessionaire industry. The show will be accessible via a portable over-the-top (OTT) platform to passengers throughout the top fifty airports in America. C-Suite TV programming can also be seen in over one million hotels across the country, including the Ritz-Carlton, W Hotels, Marriott, Hilton and Wyndham, among others.

Airports make up the largest captive market and passengers spend millions of dollars at concessionaires, which include shops, restaurants, and bars. The airport concession industry is $14 billion in size and the largest market of high net worth people in the world — 1.3 billion people in the U.S. and 3.3 billion people globally. This partnership gives audiences exclusive access to business executives and industry leaders who are running multi-billion dollar concessionaire companies.

“We are excited to be partnering with C-Suite TV and adding their specialty programming to our lineup. We believe this is the perfect opportunity to showcase both our extensive network and their wide array of business programs, giving travelers a chance to catch up on the latest business news — whether at the airport or at their hotels,” said Lynnwood Bibbens, ReachMeTV’s CEO and Co-Founder.

All episodes of C-Suite Insights will air on demand on C-Suite TV.

“I’m thrilled to launch this partnership with ReachMeTV because it gives C-Suite TV programming additional visibility and an audience looking to stay informed about the latest business news,” said Jeffrey Hayzlett, chairman of the C-Suite Network. “As a frequent traveler myself, it is important to me that our audience reaps the benefits and use the platform to gain a competitive advantage.”

For more information, visit www.csuitetv.com.

 


About C-Suite TV:
C-Suite TV, an entity of the C-Suite Network, is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and entrepreneurs providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most trusted network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About ReachMeTV
ReachMeTV is a multi-channel, digital TV entertainment network and integrated global distribution platform, built from the ground up, to reach modern viewers on the go. Today our network reaches over 100 million viewers. Our fully-integrated distribution platform connects thousands of screens in high-value, high-traffic public places into one dynamic entertainment network, and delivers multiple channels of world class entertainment to every screen on a screen by screen basis.

Influence Redefined, Marketing Masters, Rebuilding the Fed & Female Empowerment

February 07, 2017 10:00 ET

Best Seller TV’s February Programming Features Female Authors Stacey Hanke, Connie Pheiff, Danielle DiMartino Booth, and Lea Woodford

NEW YORK, NY–(Marketwired – Feb 7, 2017) – Best Seller TV, one of the top online business shows on C-Suite TV, announces its February lineup featuring in-depth interviews with leading female business authors Stacey Hanke, author of Influence Redefined: Be The Leader You Were Meant to be, Monday to Monday, Connie Pheiff, author of Marketing Masters: Ready, Set, Grow Your Market, Danielle DiMartino Booth, author of Fed Up: An Insider’s Take on Why the Federal Reserve is Bad for America and Lea Woodford, author of Lead. Share. Empower: My Strategies for Success in Life and Business.

 

Stacey Hanke, author of Influence Redefined: Be The Leader You Were Meant to be, Monday to Monday, talks about how “true influence has to be Monday to Monday” in order for the process to remain consistent. Hanke also defines influence two ways: making sure the body language and messaging is congruent and creating a memorable experience by having people take action long after the initial interaction. She points out most people believe they’re more influential than they really are for two reasons: 1) the feedback received is flawed, and 2) the dissonance between how we feel vs actual facts. Hanke says “nice job” isn’t real feedback and encourages executives to record their speaking engagements so they can see and hear themselves through the eyes and ears of their audience. If they’re not constantly practicing and polishing themselves, they are sabotaging their own reality.

 

Connie Pheiff, author of Marketing Masters: Ready, Set, Grow Your Market, talks about creative marketing, merging old-school marketing with digital strategy and “friend-raising.” Phieff’s background is in the non-profit sector and the most common challenge they face is how to market without spending a lot of dollars, but still increase the bottom line. She says the solution is creative marketing, which she defines as “getting out, stepping out and getting to know your audience.” It’s about knowing what will make peoples’ lives easier, solve their pain points and putting “service before sales.” Once your audience sees you’re there for them, they’ll turn around and give you what you want. Phieff encourages making connections with people before you go asking them for money, which is what she refers to as “friend-raising.” She says, “Find out where your audience hangs out and go there.”

 

Danielle DiMartino Booth, author of Fed Up: An Insider’s Take on Why the Federal Reserve is Bad for America, talks about how the Federal Reserve should be “upended” and rebuilt from the inside out so it can benefit more people, not just Wall Street. The book is a candid tale from an insider’s perspective on how the Fed impacts everything Americans do, and aims to connect the dots, in layman’s terms, so that every generation — from millennials to baby boomers, understands the intricacies of the financial industry. DiMartino says that the financial crisis didn’t generate enough lessons for the government or Wall Street, but that, “the time has come to question orthodoxy.” DiMartino hopes the new administration can fill two current open seats at the Fed Board that will hopefully, reintroduce dissent.

 

Lea Woodford, author of Lead. Share. Empower: My Strategies for Success in Life and Business, wrote this book as a series of personal anecdotes — from divorce, to cancer and personal tragedies, and how she dealt with each of these obstacles. The book is a direct result of the encouragement Woodford received from her daughter; who urged her to use her contacts, experience, and influence to empower other women. Woodford says the book is for anyone in a dark place, going through a hard time or looking to make a transition in life. Writing became a cathartic process for Woodford and she hopes to inspire others that may feel “stuck” in life to make the best out of their situation and emerge with a positive outlook. She summed it up by saying, “Your attitude determines your altitude.”

 

All episodes of Best Seller TV will air throughout the month on C-Suite TV and are hosted by TV personality, Taryn Winter Brill.

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business authors a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

“This month’s all-female lineup brings a wealth of experience and knowledge to the table that’s unmatched,” Hayzlett said. “While the c-suite has predominately been a boy’s club, these women have turned the c-suite on its head and I think our audience will be wowed when they hear the stories and personal anecdotes these authors reveal.”

For more information on TV episodes, visit www.csuitetv.com and for more information about the authors featured in Best Seller TV episodes, visit www.c-suitebookclub.com.


About C-Suite TV:
C-Suite TV, an entity of the C-Suite Network, is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and entrepreneurs providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most trusted network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

C-Suite Radio Adds 20 New Podcasts

C-Suite Radio will add more than 20 New Business Podcast Programs — New Premium Content for Business Leaders

 

New York, NY, February 1, 2017C-Suite Radio, the premier source for the world’s leading business podcasts for c-suite leaders, business executives, and entrepreneurs, announced an expansion of its radio platform by adding more than 20 new programs to its 2017 lineup, making C-Suite Radio the first business only podcast network.

 

Featuring premium content from top thought leaders, designed to increase knowledge, deepen understanding, and build skills to enhance listeners’ personal and professional lives.  Shows have been selected to be part of C-Suite Radio by an editorial review team and will be categorized by Headliner, Feature, and Showcase, based on show exclusivity, quality, and more.

 

“As a sought after educational platform for executives, we’re thrilled to be expanding C-Suite Radio and growing our library of content,” said C-Suite Network Chairman Jeffrey Hayzlett. “Each of the shows and their hosts are very talented and provide top notch business content that will be an asset to our audience.”

 

The following shows will join C-Suite Radio this year:

• Absolute Advantage hosted by Kelly Hatfield

• Accelerate hosted by Andy Paul

• All Business with Jeffrey Hayzlett

• Amazing Business Radio hosted by Shep Hyken

• The Avanti Entrepreneur Podcast hosted by David Mammano

• The Bell hosted by Adam Johnson

• Bizcast hosted by Kevin Craine

• The Bob Pritchard Show

• Business Builders hosted by Marty Wolff

• Business Matters hosted by Thomas White

• Businesses that Care hosted by Julie Ann Sulivan

• Conversations with Phil hosted by Phil Gerbyshak

• Crack the Customer Code hosted by Adam Toporek and Jeannie Walters

• The Female Insight Zone hosted by Maribeth Kuzmeski

• Marketing Today hosted by Alan Hart

• The Maximum Impact Podcast hosted by Allan Isfan

• Mere Mortals Unite hosted by Julie Ann Sullivan

• Mind Your Business hosted by Yitzchok Saftlas

• Nice Guys on Business hosted by Doug Sandler

• On the Schmooze hosted by Robbie Samuels

• SaaS Insider hosted by Shira Abel

• The TalentGrow Show hosted by Halelly Azulay

• The Top 1% Sellers Factory Podcast hosted by Ash Seddeek

• Uncopyable Ramblings hosted by Steve Miller

• Up or Out with Connie hosted by Connie Pheiff

 

Business radio hosts can submit their program to C-Suite Radio for review. Please visit the contact page at www.c-suiteradio.com.

 


About C-Suite Radio:

C-Suite Radio is the premier source of the world’s leading business podcasts for C-Suite leaders and business executives, featuring shows covering a range of topics, including sales, marketing, leadership, social media, finance, and management. C-Suite Radio features premium content from top thought leaders, designed to increase knowledge, deepen understanding, and build skills to enhance listeners’ personal and professional lives. Visit C-Suite Radio online and follow them on Facebook and Twitter.

 

For more information, visit http://www.c-suiteradio.com.

Leveraging Social Media: Creating A Personal Brand

By Lea Woodford

Leveraging social media to create an effective personal brand.

Social Media Branding is one of the most effective and cost efficient ways to convey your message to the masses. Social Media Branding is available to everyone, unlike traditional marketing and PR services. You can now build your personal brand online without breaking the bank. You get to decide what you want to be known for and you get to control how people perceive you.

 

Here are some tips about building your personal brand with social media branding:

 

  • Brand consistently both on and offline. Be authentic and be the person you are representing online. Good news spreads fast but bad news spreads faster so walk your talk and always be authentic.
  • Have a strategy before embarking on social media branding and know what your goals are and what your end result should be.
  • Go beyond corporate branding. Social Media can be especially beneficial for realtors, financial planners, insurance agents and anyone else who is being overshadowed by their parent company or franchise’s corporate branding.
  • Social Media Kharma is powerful and can really help you build your personal brand. Endorse and praise others on social media by sharing their content and promoting their posts. This goes a long way in building your online relationships and endears people to want to support you in return. Kharma works both ways so avoid being negative on social media.
  • Connect with social media influencers in your industry and build genuine relationships with them. Your influencers are valuable people to know. They will connect you with other valuable people.
  • Remember that people are looking at your online connections. Being associated with your industry experts will enhance your personal brand.
  • Find your voice! Become a great resource and original content provider so that your ideas are noticed and shared. Sharing your original content ideas online not only enhances your search engine optimization but it also positions you as an industry expert.
  • Remember social media is social and meant to be just that so don’t turn off your followers with constant pitching and selling. A good rule of thumb is 80% social and 20% marketing.
  • Stay connected! Don’t build a following and then ignore them. Your personal brand needs to connect and engage with them on a regular basis.
  • Your attitude determines your altitude so keep your posts positive. Do not allow yourself to be drawn in to negative posts. Remember you have an audience that is engaged and is watching you so play nice!
  • Flexibility is important because social media changes frequently. As soon as you think you have everything down, Facebook will change their algorithms or another new social media platform is introduced
  • Educate yourself on the various social media platforms and how to use them. Start small and master those before adding too many to the mix. Consistency is the key to all successful social media branding and marketing campaigns.

 

Social media branding has evened the playing fields for everyone. You too can have a strong personal brand. Invest the resources necessary to developing and crafting your personal brand and message.

People always prefer to do business with those they know and trust so your social media branding is the perfect tool to connect with people and earn their trust.

 


ABOUT THE AUTHOR

Lea Woodford is the Chief Executive Officer and founder of the SmartFem Media Group, a full service digital marketing and advertising company.  When it comes to speaking, Lea is a breath of fresh air, focusing on leadership, innovation and change to drive business. Her inspirational stories and humor will engage audiences to start thinking bigger. Lea speaks from experience as she shares her stories on making her online magazine into a full service digital marketing and advertising company. She encourages her audience to think bigger and bolder about their own business. Lea motivates her audience in the same manner she motivates her team, “find your voice.” Lea shares her ups and downs as well as her successes and failures – to give your audience a fresh perspective on marketing, leadership, innovation and customer service. An online marketing, and social media expert, Lea shares the latest trends to help companies move to the next level in the ever changing digital space. Lea is an expert and a top speaker. She walks her talk. She will impart valuable information in a fun and entertaining way and will leave your audience wanting more.

Creating Buzzworthy Campaigns with Alan Gellman

December 28, 2016 09:00 ET

C-Suite TV’s Executive Perspectives LIVE talks embracing changes that create possibilities and how to determine a company’s purpose.

 

NEW YORK, NY–(Marketwired – Dec 28, 2016)Executive Perspectives LIVE, one of the top online business shows on C-Suite TV, is closing the year with a one-on-one interview with Alan Gellman, Managing Director and Chief Marketing Officer, esurance.

 

Gellman sat down with host Jeffrey Hayzlett to talk about finding a company’s purpose, how to embrace changes that create great possibilities, bridging the marketing gap, finding the right target audience, and crafting timely and relevant campaigns, including election season insurance and MLB’s All-Star Game ballots that engaged all thirty teams.

 

Esurance is a company that’s looking to help people make smarter, more efficient choices and Alan Gellman tells Hayzlett that the company’s starting point is asking “what’s the purpose? What are we in for?” Their core belief system ’embraces changes that bring possibilities,’ such as having a brand that’s modern and relevant to their target audience.

 

Gellman also recounted some unique and timely campaigns that helped them create some buzz in the media. He described their “election insurance” campaign — launched last April 1 as an April Fool’s joke, but it resonated with the audience, especially during the highly-contentious election season. Another campaign that struck a chord was for Major League Baseball’s All-Star Game ballots, as it was the first time people could only vote via mobile or desktop. As a result, the campaign got the most votes ever, more ballots were tabulated, which led to more engagement (from all thirty teams) and more impressions overall.

 

Gellman also tells Hayzlett about the changing roles of marketers. Historically, there has been two types of marketers: big brand marketers and deep performance marketers, or those who use direct mailers and other collaterals to communicate with clients. However, good marketers need to — not only play multiple roles, but bridge the gap between big slogan/campaign marketing and deep performance marketers. Gellman says marketers have to think in 360 degrees and learn how to fully integrate the brand performance side of marketing and the metrics/ROI.

 

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen throughout the month on C-Suite TV.

 

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business executives a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

 

“We are closing out 2016 with a bang! It was a pleasure sitting down with Alan Gellman to talk marketing – something we’re both very passionate about,” Hayzlett said. “The future for marketers looks bright and I’m excited for our audience to learn a few things about ideating campaigns that will generate great impressions and buzz, like their ‘Election Insurance’ campaign.”

 

For more information on TV episodes, visit www.csuitetv.com.

 


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

 

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com

Digital Disruption, Artificial Intelligence and Social Messaging Will Impact Future Marketing Strategies

December 14, 2016 10:00 ET

C-Suite TV’s Executive Perspectives Live talks the future of marketing with Epsilon’s Chief Digital Officer, Agency

NEW YORK, NY–(Marketwired – Dec 14, 2016) Executive Perspectives Live, one of the top online business shows on C-Suite TV, has announced its seventh season premiere episode featuring a one-on-one interview with Tom Edwards, Chief Digital Officer, Agency, Epsilon.

Edwards has been with Epsilon, a global leader in creating connections between people and brands, since 2015. Recognized by Ad Age as the #1 World’s Largest U.S. Agency from All Discplines and #1 Largest U.S. Mobile Marketing Agency, Epsilon employs over 7,000 associates in 70 offices worldwide. The company is an all-encompassing global marketing company harnessing the power of rich data, groundbreaking technologies, engaging creative and transformative ideas for business results.

The Executive Perspectives Live episode was filmed when Edwards sat down with series host Jeffrey Hayzlett at the C-Suite Conference in San Francisco to talk about the future of marketing, the infusion of voice-based technology into consumer products and how brands should shift from social media to social messaging strategies.

“Disruption is the new normal,” Edwards says, referencing the evolution of marketing due to new advancements in consumer connection, cognition and immersion. He adds that over the past five to ten years, marketers have focused primarily on the open web and social media, but as social messaging surpasses social media in monthly active users, consumers are looking for conversational experiences with brands. Marketers need to adapt their strategies to focus on knowing their customers and activating communications at the moments that matter. Additionally, Edwards predicts that in the next few years, we will begin to see new immersive experiences, like social messaging married with artificial intelligence and holographic computing, continuing to redefine how marketers connect with consumers.

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen throughout the month on C-Suite TV.

“I am beyond excited that Tom Edwards from Epsilon is premiering our seventh season of Executive Perspectives Live,” Hayzlett said. “This episode takes an in-depth look at how technology we’ve seen before in sci-fi movies is making it easier for marketers to connect with customers and give them what they want. I think this industry shift will have a great economic impact and our viewers will find it extremely informative.”

For more information on TV episodes, visit www.csuitetv.com.


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, FacebookLinkedInGoogle+ or www.hayzlett.com

Captivate Video Network to Feature C-Suite Best Seller TV

November 21, 2016 09:00 ET

Captivate Video Network to Feature Best Selling Business Authors to 1,600 Offices Across the United States

NEW YORK, NY–(Marketwired – Nov 21, 2016) – C-Suite Network, announced today that their over the top television (OTT) business channel, C-Suite TV, will begin a new strategic partnership with Captivate, the leading location-based digital video network. Captivate will air highlights from Best Seller TV, a television show featuring business authors and content from their top-selling business books.

C-Suite TV features interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. This programming platform will be aired across Captivate’s vast network of 10,000 elevator and lobby screens located in 1,600 premier office buildings across the U.S. Millions of professionals will engage with episode teasers that encourage viewers to learn more via Twitter and tune into C-Suite TV.

This partnership brings together both of the brands like-minded audience of hard-to-reach, senior level executives. Together, they will provide a robust platform of relevant content that influences the professional and personal behavior of this high value audience.

“C-Suite Network content strives to offer a unique understanding on issues that directly effect today’s business leaders,” said Jeffrey Hayzlett, Chairman of C-Suite Network. Adding, “Captivate gives us the ability to deliver those issues directly to the upscale audiences in the elevators and lobbies we use at work every day.”

Every Monday, content will feature business tips from the C-Suite Network community of c-level executives and best selling business authors including, Daymond John, Peter Shankman, Billie Howard, and more.

“We are pleased to add C-Suite TV to our portfolio of top content providers,” said Scott Marden, Chief Marketing Officer at Captivate. “With a mutual commitment to providing impactful content and multiple touchpoints for the hard-to-reach, c-level executive, this platform is just the beginning of an innovative marketing partnership.”


About C-Suite Network

C-Suite Network is the world’s most trusted network of C-Suite leaders, with a focus on providing growth, development and networking opportunities for business executives with titles of vice president and above.

C-Suite Network brings leaders together through C-Suite Collective, a private online community for executives. C-Suite Network also offers invitation-only conferences held three times per year, custom-tailored content on the C-Suite Network blog, C-Suite TV, C-Suite Radio, C-Suite Book Club, and educational programs from C-Suite Academy. Learn more at www.c-suitenetwork.com, or connect on LinkedIn, Twitter and Facebook.

About Captivate

Known for its vast network of 10,000 elevator and lobby displays located in 1,600 premier office buildings across the United States, Captivate connects advertisers with more than 10 million unique monthly viewers through creative, research-driven and Nielsen-measured advertising and marketing programs. By engaging its viewers with timely news and actionable information, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals. Founded in 1997, Captivate is owned by Generation Partners and Gannett.

Learn more at www.captivate.com, or connect on LinkedIn, Twitter, and Facebook

Disrupting the Market: Two Opposing Sales Strategies & Who Wins?

by Lee Bartlett

 

The benefits and shortfalls of two strategic approaches to entering an immature market.

 

Strategic Approach #1

 

Company A identifies the opportunity, has an existing product suite and successful track record of releasing similar products. They assemble their best team and build a competing product. The support of potential customers has been gained, the price point has been set, and pre-orders have been booked.

 

The price point is slightly under the highest competitor price to represent the premium value of the company brand, yet cheaper, as a compelling negotiation tool in a competitive pitch, when all other things are equal. The profit margins are healthy, and due diligence has shown there is ample time to reap the rewards before more players enter the market and push down the price.

 

A Senior Vice President of Sales is appointed. They are a big hitter with a long job title and corporate legacy, and this is the final piece in driving a market-leading product. With all of their corporate rules, processes, and jargon, they have experience managing hundreds of salespeople and have every angle covered. Everything is so beautifully predictable, and the only thing standing in the way of success is execution. It is a proven path to market that has stood the test of time. The product launches, sales are made, and Company A dominates through excellence. Perfect right?

 

Wrong.

 

Strategic Approach #2

 

Company B has identified the same opportunity. Their values are of equal merit – to do a great job and positively impact their clients – only, they approach it differently. The person driving this process is a maverick, whose only remit is to win. They are not governed by the same set of rigid rules as the corporate leader. This person also has an irrefutable legacy of delivery. They conclude that the existing suppliers are making outrageous profit margins, and it’s only a matter of time until someone takes advantage of this. It may as well be them.

 

They utilize their experience to set up a smaller, nimbler team with a sustainable lower cost base. The service is equally excellent, but more focused on a deliberate market segment to gain case studies. These deals are leveraged to move into the wider arena, as strategic partnership channels are formed and utilized to strengthen the offering. This maverick continues to leverage his contacts and senior level experience to build relationships with the bigger companies, subsequently, cutting everyone a compelling deal.

 

The price point is 50% less than the highest competitor, and the market dives into turmoil. Existing players align to discredit the new entrant, but it’s too late. They have gained the trust of credible clients and can prove it. Company A watches their customers change allegiance, because they can’t justify paying double for the same service.

 

Company B and their leader used a disruptive pricing tactic to smash their way into the market and rebuild it in their favor. They have taken a short-term view and ruined it for everyone. So, why would they do it? There are many reasons to exploit this tactic.

 

Most commonly, I see disruptive tactics when a large company wants to diversify or balance their product portfolio. They might choose to use this method to enter new geographical locations, demonstrate to investors their ability to invest in high growth areas, or maximize their multiple prior to sale.

 

Which approach is better?

 

Neither is more effective than the other. Each is equally legitimate and capable of defeating the other. Both were built on sound business practices, and the predictability of process is a weakness that can be exploited the same way as a strategy that relies on high-risk antics. There must be balance and, as the barriers to technological innovation disappear, the modern day VP Sales faces a greater set of challenges. They must be more adaptable and better prepared for every eventuality, as part of their immediate and ongoing strategy.

 

What could company A have done to negate this risk?

 

Pressure on price is an inevitable consequence of competition entering the market. Company B accelerated this process and caught their adversary off guard, with the speed in which they did so. The short-term strategy of Company A should have neutralised this disruption from the outset by focusing on their most powerful attribute – selling their new offering as part of their entire product suite.

 

All of this is high level, and pricing policy is just one example of a potentially disruptive tactic. It has allowed me to demonstrate the point I want to make: Is there a gap in your strategy that a disruptive tactic could expose? Is there a disruptive tactic you are missing to gain market share?

 

Please comment, share, connect…

 

Happy Selling!

 


ABOUT THE AUTHOR

Lee Bartlett has enjoyed a highly successful sales career working for a variety of tier 1 institutions. He has held roles in large US, UK and European-based corporations, and sold extensively across most countries in these regions, as well as in Asia. With extensive experience selling to the financial sector and C-Level executives, He has built multi-national sales teams, been co-founder and CEO of a tech start-up and has recently authored his first publication “The No.1 Best Seller”. He shares his personal sales methodology and experiences in his book and blog, both of which discuss the mindset, strategies and processes of top salespeople. They can be found at LeeBartlettBestSeller.com