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Stop killing customer engagement with assembly-line marketing: Embrace position-less marketing by Optimove

Martech

This assembly-line structure, effective in past years, struggles to keep pace with today’s customer expectations for timely, personalized interactions. The post Stop killing customer engagement with assembly-line marketing: Embrace position-less marketing appeared first on MarTech.

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Customer Post: How I Built an SDR Assembly Line with Outreach and Doubled my Team’s Output

Outreach

Enter: Project Assembly Line. The purpose of the assembly line was to limit non-selling tasks for SDRs — outsourcing them to faster and less costly teams — and scaling up their selling activities with Outreach. Building your own assembly line and supercharging your SDR program requires three main steps.

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“We Are Human Beings First, ….

Partners in Excellence

We think of customers as faceless objects we move through our sales assembly lines. We view our people as replaceable workers on that assembly line. We target customers as personas. We focus on what we need to achieve, losing sight of what it means to them.

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A SaaS Fairy Tale….

Partners in Excellence

And assembly line process started to emerge. Each worker on the assembly line had did their job, then passed the customer to the next workstation on the assembly line, until a PO was spit out at the end of the process. The jobs for each person on the assembly line were well segmented and well defined.

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Do You Trust Your People To Solve Problems?

Partners in Excellence

Continuing my series on applying lean/agile manufacturing principles to selling, I was reminded by Charles Green and Dave Jackson about an important aspect of these principles that is never mentioned by those promoting lean/agile in our sales assembly lines. It’s called Jidoka or Autonomation.

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Predictable Revenue

Partners in Excellence

The underlying principles of all of these is an assembly line mentality in workflow design. The greater the variation, the more likely the assembly line would fail to meet it’s objectives. And that’s the problem with applying the same principles in the selling assembly line.

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“Don’t Cancel” Vs. “Buy Again”

Partners in Excellence

If we create manufacturing machinery, we may have started with machines that do one thing on an assembly line. We can look at other machines that are needed in the assembly line, design and sell those to our current customers, driving more revenue. This is a fundamental part of the growing our customers.