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Welcome to the weekend!

I’m sure like most it’s been a challenging and fast moving week for everyone. I do hope people are coping as best as they can.

I’ve spoken to numerous people during the week on ideas of what to do from a sales and marketing perspective - if anybody wanted to jump on a call for a friendly chat, advice or knowledge share I’d love to connect with you. 

We had to rethink our approach this week and refined our strategy, as a result. And it was a great team effort to creatively think what will work best for the current situation whilst being sensitive / empathetic at the same time. Happy to share notes. 

This week I have focused on brain stuff, well-being and personal development as a lens. I feel we all should be more conscious of that right now. 

Here are 7 things I thought you’d need to know for March 21st in under 3 minutes: 👀 

. . .

Brain Stuff 🧠

1. Highly recommended: Make Time: How to focus on what matters every day Kindle Edition, a book by Jake Knapp (Author), John Zeratsky (Author). 

2. Saw a post on LinkedIn sharing an oldie but goodie. The purpose of life is not happiness but usefulness

3. It’s really hard to hold yourself accountable when it comes to productivity. There are no shortcuts. But here are 8 Productivity Experts on the Tricks They Use to Hold Themselves Accountable

4. Do you constantly dream of doing more? Waking up earlier. Working Harder to gain extra income. The 50/30/10/10 Rule for How to Wake Up Earlier and Work on Your Dream will help. 

5. The way people use their technology has changed over time. A mindful approach to technology is useful. https://thesweetsetup.com/a-mindful-approach-to-technology/

6. From my archives: Everything will be OK - It’s All Going To Work Out In The End

7. From Becoming Minimalist: 12 Simple Living Quotes to Help You Design a Meaningful Life | No Sidebar. Friendly reminder that doing your best does not mean working yourself to the point of a nervous breakdown.

. . .

One more thing...Thanks for reading.

Enjoy your evening. And if you like this newsletter and want to support it, forward it to a friend 🤝, tweet me 👏, or if you’re seeing this newsletter for the first time, you can subscribe here.

Thanks, 
Ed 

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🤔 Q&A: What are the core skills required for marketing leaders? 

1. Connected Thinking

The most important and first skill to develop is your ability to provide connected experiences. We’ve heard about them a lot: building single experiences around the customer, the digital experience, connecting online and offline, etc. This is more crucial than ever because marketing is still being designed in silos.

For example, event marketing and email marketing are handled separately to content marketing and all other avenues. Likewise the data regarding each attempt at generating revenue is analysed separately too (in most cases).

Instead, we need to focus on coming together as a marketing department and looking at the connectivity between all facets. All of them are of equal importance. The number of conversions made from events is not separate to the digital campaign.

Inspired, connected and knowledgeable buyers require multiple touch-points — aligned to their needs and value — not serving marketers needs. Therefore, it is impossible to determine, in many cases which method works best or will work best. Design your funnel (or flow of touch-points) as a whole end-to-end experience.

Viewing all activities as part of the funnel and focusing on revenue generation as a whole is the most productive focus. Don’t focus on designing one specific thing. Design an organised, connected experience over time that gains momentum across mediums. All of the processes are phased together. Embed them with touch-points to bring customers through the funnel successfully. 

2. Persuasive influencers

We need to get better at being persuasive influencers. Marketing is far more responsible for closing deals and we have to realise that. This is seen in the shift of sales funnels.

If you want to be successful as a leader you have to work on your communication and influencing skills. That means both internally and externally.

Internal Communication

Internally, you can be more persuasive by building strong relationships with key players:

+ CEO
+ CHRO
+ CFO
+ VP Sales

Much like the marketing channels need to be connected, so does the organisation as a whole.

You have to get excellent at persuading them about the value of connectivity in generating revenue.

This will allow you to invest the time needed to establish well run systems from the front line. And this won’t happen without a strong foundation of understanding and trust.

Or, as Tim Ambler, author of Marketing and the Bottom Line explained,

“While I do indeed think marketers should understand finance, it is more important for the board and the finance director to understand marketing. Accountants merely count the cash that marketing creates.”

Developing your skill of persuasive influence among your peers/colleagues is a game changer. It allows you to leverage your knowledge in a way that gets CFOs, and other important people in your organisation to buy in to the need for connected experiences. Not just one-off investments.

External Communication
Your skill at speaking with potential buyers and investors is equally as important. You must realise that marketing is as important as sales. It is directly responsible for revenue generation.

With that confidence, marketing leaders need to go out into the marketplace with persuasive and valuable messages for prospects and buyers. Leverage your creative mindset and hone your sales skills to portray challenges being solved, and outcomes being created.

Get out into the field, do talks, meet customers and communicate specific challenges that like to be solved. In B2B especially this should be done through a sales lens that takes the audience into account.

Frame your delivery on the consumers:
+ Challenges
+ Value
+ Outcomes
+ NOT features

Influencing customers with persuasive communication is a great asset to your success and a direct contributor to the organisation’s revenue generation.

3. Learning evangelists

There is often talk in marketing that we have to be influential. To be influential, you need to be ahead of your peers and have a continuous thirst for knowledge.

The buyer’s journey is becoming increasingly difficult to understand. And thus our rate and ability to learn will determine our capacity to be successful.

Becoming a learning evangelist allows us to embrace learning every single day. It prevents the “this is how we do it” mindset. You have to inspire your team and disrupt yourself in the first instance.

To be a leader in marketing you need to build learning into your daily habit. A portion of each day should be dedicated to taking action on that learning. Or within your flow of work. Or else you will be left behind.

You must be fanatical about learning new things and putting them into action. One of my favourite principles here is summarised by the “5-Hour Rule: If you’re not spending 5 hours per week learning, you’re being irresponsible”

The answer is simple: Learning is the single best investment of our time that we can make. Or as Benjamin Franklin said, “An investment in knowledge pays the best interest.”
Marketing is changing literally faster than ever.

If you’re not a learning evangelist that thrives on knowledge, you’ll never learn how to build simplistic connected experiences and influence others with your communications, you will never keep up.

Read the full post here 🚀

New App / product recommendation 

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Forest - Stay Focused. Be present.💥


Pitch: Simple. It helps you focus. With more of us WFH it's crucial to focus, work in time blocks and take effective breaks. I love this app after using for many years and testing many apps that deliver the pomodoro experience! It syncs across chrome, iPhone and tablet. 

Take it for a test drive 👈

Access my archive with over 100+ articles —> Go Here

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Should we work together?

My mission is to help aspiring sales and marketing leaders with the new revenue mindset; people who want to get ahead; people who worry about their impact and help them gain context for what matters to a CEO.

You setting up to grow your impact?

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