Blog

Welcome to “Top Line”

Posted by David Wallace on September 11, 2009

“Top Line” is directed to sales and marketing executives, CEOs, other senior management and entrepreneurs who are interested in managing and improving their sales and marketing functions.  Each week, I will share some of the experience I’ve developed over a nearly thirty-year career in sales and marketing management. Over the coming weeks, I will address […]

Read more...

8 Parts of an Effective Lead Generation Program

Posted by David Wallace on May 17, 2022

An effective lead generation program has eight parts – planning, target, message, roles and responsibilities, communication vehicles, metrics, qualification and follow up. Planning Before implementing a lead generation program, first create your plan. Your lead gen plan identifies: Who you will contact. The “who” is your target audience. This includes how to get lists of […]

Read more...

Is Your Marketing Message Effective?

Posted by David Wallace on May 9, 2022

When assessing your company’s message, or the message that your salespeople are delivering to the market, you may ask “Does that ring true?” or “will my message tell people what we do and attract new customers?” While these questions are good to ask, you need to dive a little deeper. Examine your message to ensure […]

Read more...

What Does a Sales Development Rep Do?

Posted by David Wallace on March 30, 2022

“What’s the role of a sales development representative?” “How does an SDR’s role differ from that of an account manager or sales executive?” In a nutshell, a sales development representative (SDR) focuses on the early stages of the sales process. The SDR owns the responsibility of filling your sales lead pipeline, qualifying leads to produce […]

Read more...

Without a Plan, You’re Going Nowhere Fast!

Posted by David Wallace on February 8, 2022

A territory plan is an essential sales management tool. Without one, a sales goal is just a number. Without a territory plan, your sales reps will not know what it takes to meet their goals. And you will have no assurance they can get there. You’ll be flying blind. February is the time to conduct […]

Read more...

4th and 5th Considerations in Selling Today: Selling and Buying Cycles

Posted by David Wallace on January 31, 2022

This is my fifth and final note in a continuing series discussing the five considerations that sales reps must employ when selling in today’s world. They are pull versus push marketing, media choices, disciplined timing, selling cycles and buying cycles. Today, we’ll look at selling cycles and buying cycles. Selling Cycles Tailor your campaigns to […]

Read more...

3rd Consideration in Selling Today: Disciplined Timing

Posted by David Wallace on January 25, 2022

This is my fourth note in a continuing series discussing the five considerations that sales reps must employ when selling in today’s world. They are pull versus push marketing, media choices, disciplined timing, selling cycles and buying cycles. Today, we’ll look at disciplined timing. Disciplined Timing Discipline is necessary when communicating, whether it’s daily, weekly, […]

Read more...

2nd Consideration In Selling Today – Media Choices

Posted by David Wallace on January 19, 2022

This is my third note in a continuing series discussing the five considerations that sales reps must employ when selling in today’s world. They are pull versus push marketing, media choices, disciplined timing, selling cycles and buying cycles. Today, we’ll look at media choices. Media Choices Which media or combination of media should you use […]

Read more...

1st Consideration in Selling Today: Pull and Push Marketing

Posted by David Wallace on January 12, 2022

In my last post, I identified five considerations that sales reps must employ when selling in today’s world. They are pull and push marketing, media choices, disciplined timing, selling cycles and buying cycles. Today, we’ll look at pull and push marketing.  Pull versus Push By some estimates, customers and prospects conduct nearly half of their […]

Read more...

5 Considerations When Selling in Today’s World

Posted by David Wallace on January 4, 2022

Long gone are the days of selling via drop-in cold calls, extended lunches, and afternoons of golf. They’ve been replaced with social media campaigns, text messages and Zoom calls. Selling today requires planning and discipline. Five considerations must go into your sales call planning efforts today. Pull and push marketing – Use a combination of […]

Read more...

The One Thing You Should Do to Drive Consistent Sales

Posted by David Wallace on December 6, 2021

Concern… anxiety… fear of limitations. These are common reactions from small business owners and founders when I recommend implementing sales processes. They are concerned that a process-driven sales organization will stifle creativity and innovation. They also express concern that processes will make their company less nimble and agile. In a word, they are concerned about […]

Read more...