The Two Words That Make Kittens Cry

Yesterday I got an email that stopped me in my tracks. I had to read it over a few times to make sure that I was reading it correctly and when I realized that I had, I wept a little for man(and woman)kind. Part of the email read, and I quote:

“…I want us to spend our time focusing on our core business and not these marketing efforts.”

(Don’t worry, the email wasn’t directed at me or any consulting/coaching I have done.)

Sometimes I get so wrapped up inside this bubble of social media and I get used to the sounds of singing in the social media shower that I forget there are a TON of people out there that just don’t seem to get it. I should probably take this moment to reveal that the “core business” being discussed in the email was cold calling. I’ll wait a minute for you to finish your wails of disgust and outrage………………………………..

You read stats that say 86% of B2B companies are using social media as part of their marketing plans as of 2010 and you think, “Hey, a lot of people are getting on board with this whole Permission Marketing idea. Yay!” What a lot of people fail to realize though is that in a lot of companies, the marketing department and sales department are still in different silos acting independently of each other.

Therein lies the rub.

Silo Sabatoge

This is the section where I’m supposed to have some brilliant plan to finally tear down the silos ingrained in corporate culture. I’ll bet you were expecting me to list 5 ways to bring an end to cold calling, those two words that make kittens suicidal. Well I’m sorry to disappoint you, but I can’t. I’m searching for the holy bulldozer that will do the trick just like everybody else.

What I do know is that the idea won’t begin in the C-Suite. The movement of change won’t be started at the top of the pyramid and roll down. It’s going to take an army of soldiering silo smashers taking small opportunities and turning them into small changes to clear the path.

What will that look like? Here’s a few ways I’ve thought of:

• If you know your company’s sales department spends a ton of capital each year on a WebEx or GoToMeeting subscriptions only to use the basic screen sharing option, go to the sales manager and suggest they switch to Join.me.  It’s a free service that does the same thing and can save thousands of dollars each year, it also lets someone in management see that “these marketing tactics” aren’t all a waste of time.
• Gather professional and credible information and case studies about how companies both large and small have increased productivity and sales (that’s important) via digital marketing means. Don’t make a big deal, but give it to a manager and say, “I thought you might find some of this interesting.” I have an ever-growing Evernote file of case studies I can pull from whenever I need a little evidence for a client.
• If your company doesn’t have a Facebook page, start one in your spare time and find ways to reach out to your customers. Track your progress and results and show that Permission Marketing can have quick results when done correctly. Also, pre-order Social Media ROI (Amazon Affiliate) by Olivier Blanchard and study it. That guy is one smart dude.
• Does your company have an open-door policy? How about regular “Tell us your ideas” meeting? Use some of those opportunities to spread single ideas about digital media possibilities. If your workplace is anything like ones I’ve been in, not a whole lot of people speak and the ones that do, don’t add any value. Be the person that actually brings a new idea to the table.
• Act in real life like you act online. Throw helpful tidbits and info into conversations going on around the office and offer advice when people ask questions. Increase your actual clout with those people and become a trusted source of information. Just like on Twitter, eventually news will spread and people will start seeking you out for help.

It’s all a matter of patience, little steps beget bigger steps which begets influence and people actually listening when you talk.

Just make sure when you talk you don’t refer to cold calling as your “core business” because that will just make you sound stupid.