In the dim and distant past, I had a new job where the new Managing Director and I started on the same day.
My company induction was at 9am, where he gathered the whole company together, and started talking. It didn’t take very long.
“You won’t notice too much change”, he said, “The reason I joined the company is that it has a bright future. But I did want to say that from now on, I’d like everyone to be in Sales“. Silence.
“Even if you’re an engineer, on site, please be thinking about how else we can help the people you’re talking to. And if you think we can, then let the account manager know, and we’ll give you a commission if anything comes of it”. Thanks for listening, nice to meet you all.
And that was about it. We got on with our day. We changed the word Engineer to Consultant, and over the next year or two, the service revenue went through the roof.
As a sales orientated chap, I noticed that
- We got more leads from our existing customer base
- It rewarded people to do the right thing, which was to promote our true value as experts in the field by being proactive
But that was in the days where sales helped by getting their own leads. We were calling, networking and visiting, inviting people to seminars and exhibiting a few times per year. These were important methods of lead generation.
Over the years, that’s changed. The smallest company, far smaller than those I used to work for, well, they all do more marketing now. It’s quite new. And it shows. The newer smaller companies are quite agile and adept. The larger ones, not so much.
If my old boss was starting a new gig today, I wonder if he’d say the same thing.
I’d like to think that he’d add Marketing to the speech. Change it in light of this virtual age, where installations happen in the virtual cloud. Where connections are made digitally, instead of face to face. Where shares and networking via LinkedIn, Twitter and Google Plus are replacing the brochure shot.
We’re all in Marketing now.
Engineers can help by connecting with their contacts and sharing what sales and marketing are doing. Those who make the effort; they should be rewarded.We're all in Marketing now by Matt Lambert