Comments on: Creating Content vs. Corporate Control Freaks – Why the Battle? http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle Sales 2.0. Social Media. Sell More. Thu, 29 Jul 2010 22:50:37 +0000 hourly 1 http://wordpress.org/?v=3.0 By: chadlevitt http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3235 chadlevitt Tue, 09 Feb 2010 13:22:50 +0000 http://newsaleseconomy.com/?p=1842#comment-3235 @Trish: I'm all for quality control and guidelines, but organizations should be careful of not over regulating. I've found simple guidelines to be best in the world we live in. Trish and I will be announcing a webinar shortly that will dive into more of these discussions around content creation, quality control, personal branding and b2b social media in sales all from a generational perspective. It's going to be interesting and not to mention fun! We will announce the details soon. @Trish: I'm all for quality control and guidelines, but organizations should be careful of not over regulating. I've found simple guidelines to be best in the world we live in.

Trish and I will be announcing a webinar shortly that will dive into more of these discussions around content creation, quality control, personal branding and b2b social media in sales all from a generational perspective. It's going to be interesting and not to mention fun! We will announce the details soon.

]]> By: trish bertuzzi http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3234 trish bertuzzi Tue, 09 Feb 2010 12:44:01 +0000 http://newsaleseconomy.com/?p=1842#comment-3234 @Chad. First of all.. I hate that word Smarketing. Second, I stand firm in saying that it is Marketing's responsibility to provide the foundation of good messaging and content. You misunderstood my intent if you assumed that meant Sales could not create their own content based on that foundation. Sales should be as creative as their ability allows but remain within the corporate message. I think you are confusing what you assume is a fear factor with what has to be some semblance of quality control. Yes Nigel created one presentation that was repeatable and scalable but I see dozens of emails, presentations, blog comments etc. that don't even contain the semblance of basic sentence structure and do the seller no good at all. To assume that every seller has the ability to be a brilliant marketer makes as much sense as assuming that every marketer has the ability to sell. We just aren't there yet. To anyone who is interested in this dialogue, stay tuned.... Chad and I will be announcing a webinar where we discuss this very topic and as you can see.... we have two different viewpoints! @Chad. First of all.. I hate that word Smarketing. Second, I stand firm in saying that it is Marketing's responsibility to provide the foundation of good messaging and content. You misunderstood my intent if you assumed that meant Sales could not create their own content based on that foundation. Sales should be as creative as their ability allows but remain within the corporate message.

I think you are confusing what you assume is a fear factor with what has to be some semblance of quality control. Yes Nigel created one presentation that was repeatable and scalable but I see dozens of emails, presentations, blog comments etc. that don't even contain the semblance of basic sentence structure and do the seller no good at all. To assume that every seller has the ability to be a brilliant marketer makes as much sense as assuming that every marketer has the ability to sell. We just aren't there yet.

To anyone who is interested in this dialogue, stay tuned…. Chad and I will be announcing a webinar where we discuss this very topic and as you can see…. we have two different viewpoints!

]]> By: chadlevitt http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3226 chadlevitt Mon, 08 Feb 2010 17:19:43 +0000 http://newsaleseconomy.com/?p=1842#comment-3226 asfd asfd

]]> By: chadlevitt http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3222 chadlevitt Sat, 06 Feb 2010 23:36:07 +0000 http://newsaleseconomy.com/?p=1842#comment-3222 @Trish: Companies and sales reps need to lose the fear factor. Being scared of what sales reps will say or do if they create content that can help them sell is for losing companies stuck in the past. Look at what Nigel was able to do with a simple Powerpoint presentation. If sales reps don't have the DESIRE to increase their business then that is up to them. If they don't want to use content to help them sell they will get out flanked by those that figure it out. The business world is moving towards SMARKETING. If companies want their messages to reach more people they should encourage their sales reps to get the message out in any way they can. @Trish: Companies and sales reps need to lose the fear factor. Being scared of what sales reps will say or do if they create content that can help them sell is for losing companies stuck in the past. Look at what Nigel was able to do with a simple Powerpoint presentation. If sales reps don't have the DESIRE to increase their business then that is up to them. If they don't want to use content to help them sell they will get out flanked by those that figure it out. The business world is moving towards SMARKETING. If companies want their messages to reach more people they should encourage their sales reps to get the message out in any way they can.

]]> By: chadlevitt http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3221 chadlevitt Sat, 06 Feb 2010 23:27:58 +0000 http://newsaleseconomy.com/?p=1842#comment-3221 @Marcus: Right on - this applies to all companies no matter the industry or size. The opportunity is even bigger for small companies because they can compete with the big boys now if they are smart. The balance of power is shifting. @Marcus: Right on – this applies to all companies no matter the industry or size. The opportunity is even bigger for small companies because they can compete with the big boys now if they are smart. The balance of power is shifting.

]]> By: chadlevitt http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3220 chadlevitt Sat, 06 Feb 2010 23:25:55 +0000 http://newsaleseconomy.com/?p=1842#comment-3220 @Rick: This is a good question and one where the answer is staring you right in the face. The good and bad news is already out there in the socialmediasphere and blogosphere. The conversations are already taking place about your company and you can choose to either participate or not participate. Sticking your head in the sand does not do anything. When you take control, create a content strategy, and participate in the conversations your customers are having you build trust and credibility -- both good things! @Rick: This is a good question and one where the answer is staring you right in the face. The good and bad news is already out there in the socialmediasphere and blogosphere. The conversations are already taking place about your company and you can choose to either participate or not participate. Sticking your head in the sand does not do anything. When you take control, create a content strategy, and participate in the conversations your customers are having you build trust and credibility — both good things!

]]> By: chadlevitt http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3219 chadlevitt Sat, 06 Feb 2010 23:21:45 +0000 http://newsaleseconomy.com/?p=1842#comment-3219 @Nigel: This is awesome and a perfect example of doing something different with content that can lead to sales results. Now with sharing platforms and Slideshare it is even easier to give your content reach. Sales and Marketing are both moving in the right direction, but as you point out it is ultimately up to the sales rep to hit and exceed their number. Marketing does not go to bed thinking about you bringing home a fat commission check. @Nigel: This is awesome and a perfect example of doing something different with content that can lead to sales results. Now with sharing platforms and Slideshare it is even easier to give your content reach. Sales and Marketing are both moving in the right direction, but as you point out it is ultimately up to the sales rep to hit and exceed their number. Marketing does not go to bed thinking about you bringing home a fat commission check.

]]> By: trish bertuzzi http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3218 trish bertuzzi Sat, 06 Feb 2010 13:06:33 +0000 http://newsaleseconomy.com/?p=1842#comment-3218 Interesting but here is the rub. What about sales reps that create crappy content or content that is off message or content that is negative towards the competition? I think it is naive to assume that all sales people have the ability to create content that is professional and will deliver value to their buyers. As a matter of fact, based on real world experience, I think most sales reps don't have the ability or the DESIRE to create great content. So what then? All houses require a solid foundation to remain standing. Marketing should own the foundation which is corporate messaging, the corporate look and guidelines on what content buyers are looking for based on deep analysis. If sales then has the requirement/desire to create their own content...God speed.. but Marketing still has the responsibility to ensure all customer facing communications meet minimal guidelines. That is not being a control freak...that is simply quality control. Always interested in what you have to say Chad and looking forward to our event together! Interesting but here is the rub. What about sales reps that create crappy content or content that is off message or content that is negative towards the competition? I think it is naive to assume that all sales people have the ability to create content that is professional and will deliver value to their buyers. As a matter of fact, based on real world experience, I think most sales reps don't have the ability or the DESIRE to create great content. So what then?

All houses require a solid foundation to remain standing. Marketing should own the foundation which is corporate messaging, the corporate look and guidelines on what content buyers are looking for based on deep analysis. If sales then has the requirement/desire to create their own content…God speed.. but Marketing still has the responsibility to ensure all customer facing communications meet minimal guidelines. That is not being a control freak…that is simply quality control.

Always interested in what you have to say Chad and looking forward to our event together!

]]> By: Marcus Sheridan http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3212 Marcus Sheridan Fri, 05 Feb 2010 20:19:39 +0000 http://newsaleseconomy.com/?p=1842#comment-3212 Chad, I really liked this article. Your thoughts on creating remarkable content and consumer information is on point. In fact, I'd go one step further and say that this is not just a 'corporate' issue for big companies, but also for small business, B2C, etc....No doubt, it applies across the board....Keep up the good work. Chad, I really liked this article. Your thoughts on creating remarkable content and consumer information is on point. In fact, I'd go one step further and say that this is not just a 'corporate' issue for big companies, but also for small business, B2C, etc….No doubt, it applies across the board….Keep up the good work.

]]> By: Rick Kirkpatrick http://newsaleseconomy.com/creating-content-vs-corporate-control-freaks-why-the-battle/comment-page-1#comment-3213 Rick Kirkpatrick Fri, 05 Feb 2010 19:06:09 +0000 http://newsaleseconomy.com/?p=1842#comment-3213 Great article Chad. What do you say to a company that's afraid to take the bad with the good? i.e. Avoiding corporate or individual blogs beause of concerns about negative comments or feedback? Great article Chad. What do you say to a company that's afraid to take the bad with the good? i.e. Avoiding corporate or individual blogs beause of concerns about negative comments or feedback?

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