9 Marketing And Sales Flashcards
What is strategy always about
How to compete
Blue ocean vs red ocean
Blue ocean: uncontested, growing market
Red ocean: saturated, overdeveloped (fierce competition)
3 pillars of marketing and sales
1) brand
2) sales funnel
3) content (what u put into customer journey)
What does sales funnel do & result in
Process form potential to buying customer, results in customer journey
Branding toolkit (4)
1) Name & logo
2) golden circle
3) vision, mission, values
4) founding story (why you, why this)
Golden circle: Reihenfolge
- why
- how
- what
How to sell your brand with golden circle
1) we believe that… (vision of better world/customer life)
2) work everyday to achieve… (by doing)
3) our products are a result of that, want one?
Example golden circle apple
- why: we believe that using a computer should be fun and accessible for everyone
- how: therefore we work everyday to create beautifully designed and easy-to-use computers
- what: our great computers are a result of just that, what one?
Why do people buy products according to golden circle:
People buy why you do it (if ppl believe in what you believe in, you can sell them anything)
Vision-mission-values: foundation for what
Foundation for strategy and culture
Vision statement
Future position: long-term goal (e.g.: best car comp by driving transition to electric)
Mission statement
Purpose/primary objectives (e.g. fight climate change)
-> present: what it does, whom serves, how serves them
Values
Principles/behavioral standards
Using golden circle for VMV
- vision - WHY: how achieve better future
- mission - HOW: inspire to buy to achieve better world/lief
- values - WHAT/mission/vision: standards to guide business actions
Sales funnel: what does it do
Converting potential lead into paying customer
