I am excited to begin the UW-Madison spring semester. I am sure my marketing students are waiting with bated breath to gleam pearls of wisdom on Sales Management from me…or get the highest possible grade and graduate.
In all seriousness, I look forward to providing the students pragmatic sales management insights to foster growth in their new careers. Sales management insights are helpful whether students decide to enter the field of sales management or any other business functional area.
Best wishes to my students for a educational and fun-filled semester.
Fellow marketers please take the time to read this very insightful look into the future of marketing.
An excerpt:
“As the world continues to move rapidly into the Digital age, advertisers and their agencies are facing an increasing challenge— understanding the operational and economic ramifications of migrating traditional creative and media thinking and approaches into the Digital era. This challenge often creates friction, inefficiency and waste in client/agency relationships as traditional players on either side, or both, apply traditional practices (or expect traditional outcomes) without an understanding of very different Digital norms and economics. Without some basic knowledge of how the industry is changing, it’s easy for client and agency to become locked in the same recurring and painful conversations.
Although the issues noted herein certainly apply, project-based businesses such as PR and direct marketing have enjoyed a slightly easier transition into the Digital world. As the labor required to service Digital increased, so too did their project fees and output rate cards. This organic transition did not occur for advertising and media agency services, which tend to be based on annual retainer fees. Those retainers often are benchmarked by comparing them against media spending, an outdated practice carried over from the days of commission-based agency remuneration.”
