4 Ways to Improve Your Content Marketing

by Frank V. Cespedes and Russ Heddleston (Harvard Business Review, April 2018) In the past decade, content marketing has become a widely established practice. Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the […]

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CEOs Should Get Personally Involved in Talent Development

Chief Executive, August 31, 2017 Frank Cespedes, Jay Galeota, and Michael Wong Korn Ferry recently estimated that, globally, human capital has a value about 2.3 times that of physical capital.[1] This difference is likely to widen in increasingly service economies. Yet, most companies maintain their equipment better than their people. The issue is not good intentions. […]

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Find the Right Metrics for Your Sales Team

Harvard Business Review (site) by Frank V. Cespedes and Bob Marsh “What gets measured gets managed” is a longstanding business aphorism. But today’s sales technologies enable companies to measure almost anything, which leads many managers to try to measure everything. As a consequence, managers don’t have a clear sense of what is really driving sales in their […]

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Sales Productivity, Not Just Sales Technology

Frank V. Cespedes, for Top Sales Magazine, August 2017 There is lots of buzz about big-data and “Sales Enablement” (SE)—the current catch-all term for attempts to increase sales productivity via technology. There are now hundreds of vendors of such tools, and SE is increasingly a formal position in more companies. The interest is driven by multiple […]

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Your Sales Training is Probably Lackluster. Here’s How to Fix It

by Frank V. Cespedes and Yuchun Lee U.S. companies spend over $70 billion annually on training, and an average of $1,459 per salesperson — almost 20 percent more than they spend on workers in all other functions. Yet, when it comes to equipping sales teams with relevant knowledge and skills, the ROI of sales training is disappointing. Studies indicatethat participants in […]

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