Optimize human resources.
Move leads efficiently through the sales process.
Face-to-face focus with customers and prospects.
Participate in a marketing and sales blog.
SMA recently surveyed a cross-section of senior marketing and sales professionals in Canadian high tech companies. The objectives of the telephone research were to learn about the latest challenges facing high tech companies today, as well as gaining insight into the marketing tactics most preferred by these organizations.
Marketing & Sales Challenges
- Making do with limited human resources was identified as the greatest challenge facing senior sales and marketing people. More specifically, respondents find it challenging to develop and execute effective marketing strategies with a lack of experienced staff. Also mentioned was the issue of lack of focus due to staff dealing with diverse responsibilities.
- Sales lead generation was cited as another key challenge. Initially qualifying sales leads, then moving them through the sales process are both concerns.
- Survey respondents said they intend to address their resource challenges by being more hands-on, hiring seasoned sales and marketing people, and by implementing regular and structured communications with staff. To address the sales lead generation challenge, respondents plan to implement new technology systems and continue marketing efforts.
Preferred marketing tactics
- Sales and marketing executives considered face-to-face (events, trade shows, conferences, and seminars) the most effective marketing and sales tactic.
- Digital marketing, such as webinars, website, search engine marketing, e-mail marketing and on-line classes were also considered to be effective.
- Additionally, direct mail and telemarketing were mentioned as effective ways to connect with the market.
Participation in blog or social network
- Approximately one-third of respondents currently participate in a professional blog or social network, with LinkedIn being the most frequently used.
- Over half of respondents indicated interest in participating in a blog or social network site specifically relating to marketing and sales issues.
» top | Back to Menu
