Best Practices for How to Align Sales and Marketing — 10 key lessons

Posted by: in Communication Strategy, Pre-Commerce on August 19, 2013

Full article published in PRNews Aug 5, 2013 issue

Companies have always been good at leveraging and monetizing the moment of transaction. The only problem is that “the sale” represents less than 1% of the time we spend online in our entire lives. Roughly 99% of our online time is spent learning, sharing, educating and deciding what we will do or buy next. The core skills of the communicator have never been more critical, provided that we deploy these skills and knowledge in new ways.

We call the 99% “PreCommerce,” a concept at the center of digital transformation for leaders in the Fortune 1000. Those who understand how to shape behavior, share content to catalyze storytelling and become a relevant member of their customers’ communities will win big. Those who continue to “talk at” customers will become dinosaurs.

During the last eight years, I’ve had the pleasure to meet, teach and develop strategy with thousands of leaders from hundreds of companies and organizations.

When I step back and look at what successful leaders are doing to transform their organizations, I end up with 10 key lessons that apply to the CCO as much as the CMO.

To see the entire article and side bar, click here

By: Bob Pearson

Bob is the President of W2O Group, an independent network of digital communications and marketing companies. He is an author, frequent speaker and instructor for Rutgers center for management development. After the success of his book Pre-Commerce, Bob is currently working on a new book on the future of media titled Storytizing that will be available in 2014. Prior to W2O Group, Bob worked as VP of Communities and Conversations at Dell to develop the Fortune 500’s first global social media function -- an industry-leading approach to the use of social media, as highlighted in the best seller, GroundSwell. Before Dell, Bob was Head of Global Corporate Communications and Head of Global Pharma Communications at Novartis Pharmaceuticals in Basel, Switzerland, where he served on the Pharma Executive Committee. He also serves on a variety of Boards in health and technology. Highlights include serving as an original member of the P&G digital advisory board and being appointed by the Governor of Texas to serve as chair and vice chair of the emerging technology fund for the State of Texas.

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Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on! Join the conversation #precommerce.

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