How To Stand Out As a Leader In a Saturated Online Market

Fit in, or stand out? Serve existing markets, or serve those in untapped markets? As the online marketplace becomes increasingly saturated for entrepreneurs, and the amount of information available to us online leaves us feeling increasingly overwhelmed, we reach a point where we have no choice but to pull back and reassess what is important to us.

What is commonly referred to as the red or blue ocean strategy, business owners can create an offer so unique and differentiated that they can stand out in the market instead of drowning in a blood-stained red ocean. 

Here are 3 ways you can stand out in a saturated market online, more so from a humane level rather than a strategic level.

Realize what is true for you, not what is true for others

It is easy for people to follow the cookie-cutter strategies of how things have always been done. But as the world, society, and humans evolve, so does the way we do business.

Many find this challenging because they lack a deep level of awareness and trust in themselves. They’re afraid that if they tapped into their own intuition and deep inner-knowing, it might not bring them the success they see everyone else achieving.

Long-lasting and sustainable success in business comes from doing what feels good to you, every step of the way. While you can achieve success following other strategies, if it doesn’t feel good to you, it will leave you feeling uninspired and unfulfilled.

Related: Go WIth Your Gut: How To Use Your Intuition To Succeed In Business

Challenge the status quo of business

As humanity evolves into heightened levels of awareness and consciousness, we naturally begin to create a new paradigm of business.

Challenging the status quo is not a common desire amongst leaders. According to Harvard Business Review, 72 percent of leaders say they rarely, or never or rarely challenge their status quo in business.

Leading and serving from the inside out means we learn to know ourselves first and foremost. This can be a fulfilling journey of self-discovery for many, finding their own purpose and truth, which can become largely suppressed when we work in a typical traditional job that isn’t aligned with our highest desires. 

To challenge the status quo of business comes with making one fearless and courageous decision at a time.

Related: Is Your Status Quo Killing Your Business?

Find your “Zone of Genius”

Gay Hendricks identifies 4 different zones of genius in his book, The Big Leap.

In the “zone of genius,” we can zone in on and capitalize on our innate gifts and abilities that come naturally to us. In this zone, we become in flow and realize what we are uniquely gifted at, often finding ourselves skilled in a specific area more so than others. 

In Hendricks’ book, he prompts you to ask yourself what you do you do that doesn’t seem like work, and what brings you ultimate joy, satisfaction, and abundance at the same time.

Related: 8 Reasons To Find Joy In Your Job

Ultimately, standing out in a saturated market online is about identifying what comes naturally to you and capitalizing on that unique gift and skill. We often attempt to do things that come naturally to other people, mimicking their steps and strategies while ignoring or denying our truest and inner-most skills and gifts. 

To live a whole and fulfilling life, we must enjoy what we do, including how we run our business on a day-to-day basis. By focusing on what feels good to you (and not others), we can ultimately achieve the levels of joy and freedom we are all seeking. 

Kelly Wing Entrepreneur Leadership Network Contributor

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AlexandraTV

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How Sales Enablement Can Drive Revenue Growth in 2021

How did your leadership priorities change in 2020? If you started paying more attention to the sales enablement needs of your organization, you’re not alone.

According to recent HubSpot research, 65% of sales leaders who outperformed revenue targets in 2020 reported having a dedicated person or team working on sales enablement efforts instead of making it an initiative someone works on off the side of their desk.

[New Data] The 2021 Sales Enablement Report

For sales organizations that have been waiting to implement dedicated sales enablement measures — the time is now. With 2021 right around the corner, intentional sales enablement is a must-have for organizations that want to remain competitive in the future.

HubSpot recently sat down with Chris Pope, Director of Sales at Crayon, to discuss how companies can implement sales enablement strategies that can move the needle and drive revenue growth.

“Crayon defines sales enablement as providing our account executives with the resources and content they need to win more deals. Closing deals is more important than ever, especially in today’s competitive market where there are fewer deals to close,” he says.

In 2020, Crayon placed even greater emphasis on sales enablement to support their sales force. “We’ve put even more effort into making sure that our sales teams have the resources they need, simply because every deal matters more than ever,” says Pope.

How to Improve Sales Enablement for Your Team

1. Use data to inform your sales enablement content.

Crayon uses data to inform sales enablement decisions. According to Pope, his team relies on “velocity reports” to determine what areas of the sales process reps need the most support with.

“Velocity reports tell us what our reps conversion rates are at every stage of the sales funnel. How many opportunities are turning into discovery calls? How many discovery calls are turning into demos? How many demos are turning into proposals? And how many proposals do we send out that turn into closed business?” says Pope.

“We leverage that data to inform us where each individual rep needs to spend the most time, and where managers need to spend time training individual contributors.”

From an organizational level, this approach helps sales leaders know how to support sales managers and reps, and provides valuable insight into the type of training and content would be most effective.

Two examples of enablement content Crayon leadership has provided to their sales team include:

Call Recordings

“We love call recordings. We not only have call recordings of what the perfect call sounds like, we also have recordings of ideal discovery calls, effective demos, and successful closing calls. We share these recordings with reps who may need help in those areas, and we share them broadly across the organization so everyone is on the same page,” Pope says.

Battle Cards

Battle cards are a valuable tool for preparing reps to speak to features and objections related to your product. Crayon relies heavily on battle cards to ensure sales reps understand what they’re selling inside and out.

“We use our own product to make sure that our individual contributors have the most up to date messaging on how we position against our competition. This knowledge has been crucial not only for our organization, but for our customers as well,” says Pope.

2. Focus on sales team culture.

Chances are, you’re familiar with the term “company culture” — the idea that a company should have a shared set of beliefs, values, and practices. But when was the last time you assessed the culture of your sales team?

Sales teams are often dynamic organizations with motivated team members whose ability to sell is critical to the health of a company. Building strong rapport among members of the sales team and having a culture of open communication, especially in a remote environment, is an effective way to support sales enablement.

Feeling supported and included while selling remotely can be challenging for reps. For Crayon, sales team cohesion is a high priority.

“We’ve done our best to create a team atmosphere. We have daily calls where the entire sales team is on together, we have a peer program where our more experienced reps are paired with less experienced reps to offer coaching and mentorship, and we’re creating cross-functional opportunities for our pipeline generation team to work closer with our closing team,” says Pope.

These activities build trust across the team, and strengthen communication among sales managers and reps, creating a better environment to tackle sales enablement issues as they arise.

3. Prioritize sales enablement at each level of the organization.

At Crayon, sales enablement is an all-hands-on-deck initiative from the top down.

“Sales enablement is a team effort at Crayon. It starts at the top with our Senior Vice President of Sales, who delivers insight on broad topics and training related to overarching sales themes such as a demo workflow, or how to run a closing call,” says Pope.

“The managers and directors are responsible for individual training tailored to the needs of their reps. This can include listening in on at least a few calls for each individual contributor weekly, and providing regular feedback.”

In addition to the sales enablement work of leadership, Crayon focuses heavily on team selling to get everyone involved.

“If one of our reps is great at positioning our product against a competitor’s or they’re strong at demoing a certain aspect of our platform, we’ll invite their team members to tune into their sales calls so they can learn from them.”

Everybody within the organization plays a role in our sales enablement.

In 2020, sales managers at Crayon took a hands-on approach to coaching reps who had opportunities for improvement.

“We’ve really made it a focus to make sure managers are involved in more calls. Managers are putting time aside to give individual contributors and feedback that they need after calls, and benchmarking performance after every stage of the sales cycle,” says Pope.

According to Pope, if a rep is struggling with a specific part of the sales process, Crayon’s team will “focus our training on the specific aspect of the process they’re struggling with to help them improve and get their overall win rate up.”

4. Don’t wait to give feedback.

When sales managers and seasoned team members are coaching reps, the Crayon team makes it a point to provide feedback quickly.

For example, if Pope were to listen in to a rep’s sales call with a prospect, he would schedule 15 minutes with the rep right after the call to deliver feedback on how it went.

“When you let time pass, the call is not as fresh in the rep’s mind, and your feedback is not going to be as direct as it would be if you delivered it right away.”

5. Make sure sales managers feel supported.

Sales managers often have a lot on their plate. They are responsible for coaching and leading their reps to success, and are accountable for their team’s performance to leadership. For growing companies, relieving pressure from sales managers is crucial for a healthy organization.

“As you continue to scale your teams you don’t want your managers to feel overwhelmed. You want to make sure they have enough time in the day to give every individual contributor the attention that they need to to perform their best.” says Pope.

Pope says Crayon focuses on conscious staffing and resourcing to avoid sales manager burnout:

“If we know we’re going to hire a new group of sales reps, we make sure we already have enough managers in place who have the bandwidth to lead.

So when those people start we don’t have a new manager meeting new reps, we have experienced managers working with new reps, and we make sure that team members have the data they need to understand what their path to success will be as an individual contributor.”

Improving Team Morale in 2021

Per HubSpot’s 2021 Sales Enablement Report, 40% of sales leaders expected to miss their revenue targets this year. That means sales enablement efforts are not only necessary for growth — they are critical for survival.

In a competitive landscape where sales teams are working with volatile markets and buyer uncertainty, keeping morale high is more challenging than ever. Pope shares why communication is Crayon’s greatest tool for keeping employees engaged.

“Morale has been all over the map for different members of the team. At Crayon, we never go a day without checking in on our reps,” he says. “I try to at least have two times a day where I’m asking them how their days are going, what they’ve been working on, what calls have gone well, what calls haven’t gone well, and asking how can I continue to support them.”

This approach to communication happens at the organizational level as well.

“Crayon has done a really great job of communicating, being honest about when we might go back into the office, and making sure we’re meeting with folks who are concerned about not having an office atmosphere to make sure that they’re comfortable with their remote work setup,” says Pope.

If you’re looking for more advice on boosting sales rep productivity and morale, check out this post for advice from an Aircall sales leader on navigating employee fatigue.

By: Lestraundra Alfred @writerlest

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HubSpot

Learn more about Sales Enablement: Why You Need Sales Enablement: https://clickhubspot.com/Sales-Enable… The Sales Enablement Certification will teach you how to develop a marketing-driven sales enablement strategy. This course was designed with marketing managers in mind, but other marketers, as well as sales leaders, can benefit from learning the principles involved in this approach to sales enablement.

This course is made up of 12 classes and a 60-question exam. Completing this course will help you: 1. Align your marketing and sales teams around business-level goals 2. Define your target customer using buyer personas and Jobs to Be Done 3. Implement marketing processes that will provide your sales team with a steady flow of qualified leads 📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses 📔 Favorite Free Certification Courses: • Social Media Marketing Course: https://clickhubspot.com/Social-Media… • SEO Training Course: https://clickhubspot.com/SEO-Training… • Inbound Course: https://clickhubspot.com/Inbound-Cert… • Inbound Marketing Course: https://clickhubspot.com/Inbound-Mark… • Email Marketing Course: https://clickhubspot.com/Email-Market… • Inbound Sales Course: https://clickhubspot.com/Inbound-Sale… • Taking your Business Online Course: https://clickhubspot.com/Business-Online

Apollo 11’s Transcendent Leadership Lessons

To paraphrase Walter Cronkite, it was, and remains to this day, the greatest adventure in the history of mankind.

The 50th anniversary of the Apollo 11 lunar landing says much about the capability of our country, the miracles of science and engineering and the commitment of the NASA team. But it also offers important lessons on leadership, which are as relevant today as they were in July, 1969.

These are leadership lessons that transcend time and circumstance, which corporate executives and board members may well want to consider as they commemorate this great event.

Lesson #1: Visions Can Come True. JFK’s memorable 1962 “Moon Speech” set forth the vision of Apollo. It included the famous “…because it is hard” acknowledgment, and the equally inspiring charge that “…to do all this, and do it right, and do it first before this decade is out—then we must be bold.” Some 57 years later, vision, boldness and the motivation they generate in others remain essential tools by which leaders take organizations to great heights. Their absence can create insurmountable barriers to growth.

Lesson #2: Teamwork Matters. The three Apollo 11 astronauts were not close friends. They had different personalities. Armstrong was emotionally remote. Aldrin acerbic and abrasive. Collins more “happy go lucky.” But they made it work; they interacted successfully under the most extreme circumstances. For leaders don’t need to be BFFs with their colleagues in order to be effective. They do, however, need to be accepting and respectful of who their colleagues are, and the contributions they offer.

Lesson #3: Confidence. They believed in their systems in spite of the risks: the Saturn V liftoff, the LM ascent engine firing, trans-earth injection, the re-entry and splashdown. Even at NASA’s famous 99.9% reliability standard, much could still go wrong. Yet they moved forward in reliance on confidence in the technical competency of the workforce and the efforts to remove risk from the conceptual design. Where leaders can establish an organizational commitment to quality, safety and risk management, managers can more comfortably implement even the most aggressive of products.

Lesson #4: We Need The Michael Collinses. It was not for Collins to land on the moon. It was for him to orbit the moon in solitude, waiting/hoping for the return of Armstrong and Aldrin from the lunar surface. His glory would be less; history would not treat him nearly as prominently. And he was good with it. Indeed, every organization needs leaders content to do their job, who are willing to be part of a larger effort and not likely to complain or worry about more glamorous tasks being assigned to others.

Lesson #5: Command Decisions Count. The legend is indeed the fact. Armstrong really did land the Lunar Module, manually, with just 16 seconds of fuel remaining. Aborting the descent was not an option. Like all good leaders, Armstrong was in charge. He knew the terrain. He knew his machine. He knew the stakes and he was going to get the job done. The absolute ultimate command decision. Leaders who “sit in the left seat” must be prepared to “make the call,” to make the most difficult of decisions, often in the most trying of circumstances.

Lesson #6: Encourage Ideas. It wasn’t store-bought. There wasn’t a model or prototype. The enormous “crawler” that transported the Saturn V from the Vehicle Assembly Plant to the launchpad was the brainchild of a member of the launch operations team, whose name is now lost to history. He reportedly got the idea from watching the strip-mining process. Ingenuity and creativity often have wildly diverse parentage, and smart leaders will encourage ideas from all elements of the workforce, starting with the mailroom and continuing up the ladder.

Lesson #7: “Code 1202” Events. It was the Apollo version of a “black swan.” On final lunar descent, an unusual program alarm (code 1202) flashed, indicating a problem with the guidance computer. With the landing in balance, a young control officer in Houston, familiar with the code from earlier simulations, provided the critical “go on that alarm” assurance. No company is immune to a Code 1202 event. The unforeseeable will occur. But leadership can set expectations concerning risk evaluation that will help the company respond in crisis situations.

Lesson #8: It Takes A Village. A very big village, in fact. The Apollo project team was estimated at over 300,000 people. It was an amazing partnership between the government, private industry and the astronauts—and, ultimately the American public. And on their final flight transmission, the Apollo astronauts paid a humble video tribute to that partnership. Effective leadership recognizes that success often requires a combination of management vision and workforce commitment. Rarely is it one or the other, and almost never “just about me.”

Lesson #9: Learn from Mistakes. The great success of Apollo 11 was made possible in large part by the tragic failure of Apollo 1. That catastrophe forced NASA to confront its culture of complacency for risk and safety, and to restructure its entire operations. Indeed, great lessons can be learned from failure as well as success; from accepting responsibility for non-performance and moving forward from there. Even on the largest possible scale, leaders never stop learning-even from their own (or their organization’s) mistakes.

Lesson #10: Otherworldly Commitment. Armstrong attributed Apollo’s success to its nature as “a project in which everybody involved was…interested…involved…and fascinated by the job they were doing.” (“Rocket Men: The Epic Story of the First Men on the Moon” by Craig Nelson (Penguin, 2009) In today’s business environment, when leaders are increasingly focused on workforce culture and satisfaction, major initiatives are more likely to succeed when employees, like the Apollo team, are motivated “to [do] their job a little better than they have to.”

There is an understandable tendency to marginalize important events that happened long ago. Men in a spaceship—how interesting, but of course it was long ago, and we’ve progressed so much since then. It’s hardly relevant to our world today. But as to Apollo 11, that would be a huge mistake; it still matters, very much so.

In his Farewell Address to the nation, President Reagan spoke to the lasting value of the American heritage. He warned of an eradication of the American memory that could result, ultimately, in an erosion of the American spirit. “If we forget what we did, we won’t know who we are.” And, one might add, of what we are capable of achieving, as a nation, as individuals—and as organizations. That’s the transcendent lesson of Apollo 11. And it’s a lesson that is meaningful in the boardroom, and the executive suite.

I wish to acknowledge “Rocket Men: The Epic Story of the First Men on the Moon” by Craig Nelson (Penguin, 2009) as a resource in the preparation of this post.

Follow me on LinkedIn. Check out my website.

I am a partner in the Chicago office of international law firm McDermott Will & Emery and earned my law degree at Northwestern University. I represent corporations (and their officers and directors) in connection with governance, corporate structure, fiduciary duties, officer-director liability issues, charitable trust law and corporate alliances. Over the course of my 39-year career, I have served as outside governance counsel to many prominent national corporations. I speak and write on a range of emerging trends and issues in corporate governance to help leaders understand the implications and how they might be relevant to their own circumstances. Writing is a passion of mine and I do my best writing on the porch of my home in Michigan.

Source: Apollo 11’s Transcendent Leadership Lessons

Avoiding Being A Bad Hire: 6 Ways To Pick The Right CMO Role – Jennifer Davis

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It is reported that CMO roles have the shortest tenure in the C-suite and that every few years marketing leaders are moving to new companies or positions. In the book, The New Leader’s 100 Day Action Plan, the authors report that 40% of new leaders fail within the first 18 months on the job and the personal and professional impact of this can be dramatic for the executives and companies, impacting the customer experience. If you find yourself restless in your current role or in transition yourself, how do you evaluate new marketing leadership opportunities and do your own due diligence…….

Read more: https://www.forbes.com/sites/jenniferdavis/2018/10/17/avoiding-being-a-bad-hire-6-ways-to-pick-the-right-cmo-role/#30fdf9f91f97

 

 

 

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Three Behaviors That Can Help You Mature From Boss To Leader – Chris Myers

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One of the most embarrassing mistakes I made early on at BodeTree was believing that the title of CEO automatically made me a leader.  It didn’t. I had power, but had yet to earn my authority. Thought I fancied myself a leader, I was just a boss. It took years of mistakes, struggles, and hard realizations for that to change. You see, anyone can be a boss, but relatively few have the drive, patience.I still have a long way to go, but I have learned three behaviors that are central to the transformation from boss to leader. Like most things of value, these behaviors are easy to accept but hard to live……

Read more: https://www.forbes.com/sites/chrismyers/2018/09/28/three-behaviors-that-can-help-you-mature-from-boss-to-leader/#3742a05b4f68

 

 

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