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Until Sales & Marketing Have the Same Goal They'll Never Get Along

By Jeff Davis, Founder of The Sales and Marketing Alignment Summit and The Alignment Podcast. Davis will be the keynote speaker at the upcoming 2018 TMSA Logistics Marketing & Sales Conference, June 10-12 in Fort Myers, Florida. 

In my previous post about Sales and Marketing Alignment (S&MA) I discussed the results of an online survey I conducted to explore the reasons why there is a "disconnect" between Sales and Marketing in many companies. In addition, I discussed the financial performance impact S&MA has on the business. It's significant.

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The Amazon Effect, Technology Raises Customer Expectations

Last Thursday, TMSA held yet another Connections Seminar – this time in Jacksonville at Landstar’s corporate headquarters. One of the primary goals of the TMSA Connections Seminars is to drive conversations and sharing of ideas among those who attend. After all, you can learn the most from your peers. Here are some of the biggest take-aways shared among this regional group in the Jacksonville metro market.

What are the concerns and challenges you’re hearing from your customers/shippers?
“The Amazon Effect” seems to be raising expectations from shippers on such issues as supply chain visibility and performance, service levels, pressures to decrease costs, and guaranteed delivery. The group had consensus that technology is enabling much more visibility into processes and the state of operations/supply chains. But one attendee said that every time he’s asked what technology they have available, he asks this question: “If you had the technology, WHAT will you then do with the data?” He mentioned that while the expectations exists from shippers to have technology, reporting, and data visibility, they oftentimes don’t have a clear vision on how to leverage this. For providers, this could be another opportunity to add value to the relationship.

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Technology, Multi-channel, Driver Shortages: Top Discussions at TMSA Seminar

Last Friday, TMSA held yet another Connections Seminar – in Atlanta at the Technology Association of Georgia (TAG) building. While it was a smaller group than usual (20 individuals), the size of the group did not dwarf the relevance and impressiveness of discussions among marketing and sales professionals in transportation and logistics.

One of the primary goals of the TMSA Connections Seminars is to drive conversations and sharing of ideas among those who attend. After all, you can learn the most from your peers. Here are some of the biggest take-aways shared among this regional group in the Atlanta metro market: 

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Forget the Perfect Storm: This Looks Like A Full-Fledged Frankenstorm!

By Mike Regan, Chief of Relationship Development and Co-Founder of TranzAct Technologies, a company that helps shippers reduce their transportation spend while providing tools necessary to make better business decisions. Regan has spoken at several TMSA events in the past and is considered a "thought leader" in the industry.

Over the past four weeks, numerous transportation, logistics and supply chain professionals have contacted me and asked for something they can pass along to their C-Level executives to explain the Perfect Storm that has hit the trucking industry. One e-mail particularly affected me: “Mike, I need some help. Our freight numbers are awful and we’re experiencing some carrier issues that are affecting some very important customers. I’m concerned that since some of our “higher ups” don’t understand what is happening with freight, they will begin wondering whether we’re doing a good job. Help me help them understand the impact of the Perfect Storm.”

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SMC³ Elevates the Industry through Jump Start

How has SMC³ built its solid business and reputation as an industry leader? In part, through its two annual conferences, including Jump Start which takes place every January. Like many other companies, SMC³ uses events as a strategy to drive business and value to the industry. Here’s a highlight of its success in 2017, which earned a TMSA Compass Award last year. The SMC³ 2018 Jump Start Conference just concluded this week, and we’ve already been hearing good reviews! Visit www.SMC3.com for more details.

If you’ve been in the transportation industry for any amount of time, you’re likely aware of SMC³ - an industry leader that is a hub of expertise in the LTL arena. In fact, more than 5,000 North American supply chain companies rely its suite of products.

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4 Key Tips to Adapt to Transportation's New Selling Environment

Part 2 of a 2-part series on how emerging technologies, more immediate access to market data, and changing needs in transportation and logistics have become disrupters of the traditional sales funnel.

 

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The Age-Old Marketing Challenge: Do More with Less

Now that you have a new marketing budget, in many cases the challenge remains: You may not have more budget to accomplish what you did last year, yet expectations for more tangible business results have increased.

In fact, according to the 2017 TMSA Sales & Marketing Study, less than 50% saw increases in their marketing budgets last year. (Download an Executive Summary). It’ll be interesting to see if there are any emerging trends or shifts when it comes to budgets in in 2018.

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The Disruption of the Traditional Sales Funnel

Part 1 of a 2-part series on how emerging technologies, more immediate access to market data, and changing needs in transportation and logistics have become disrupters of the traditional sales funnel.

There's no question that sales activities are becoming more personalized, complex, and dictated by today's buyer of transportation and logistics products and services.

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2018 Predictions: 7 Top Trends in Digital Marketing

By Brian Everett, CEO of the Transportation Marketing & Sales Association

In recent conversations with TMSA members, there appears to be some emerging marketing trends that could have a growing impact on how marketing organizations in transportation and logistics collaborate, communicate, innovate and evolve. Specifically when it comes to digital marketing. Today we live in a fast-paced world where the rules of customer engagement and sales/marketing/lead gen strategies change on a daily basis. One minute you believed you've nailed the YouTube algorithm and suddenly the next you're pulling out your hair because your stellar content no longer is getting adequate views.

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The New Art & Science of Marketing: Buyer Personas

Part 2 of a 3-Part Series: Recap of the TMSA Connections Seminar in Kansas City. Nearly 30 marketing and sales professionals in transportation and logistics registered to attend the TMSA Connections Seminar, held last month at YRC Worldwide headquarters in Kansas City. One of the topics the group focused on was how to develop buyer personas to ultimately understand your target market. 

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7 Reasons Budget Meetings Aren't Strategic

Just by the nature of the subject and process, budget meetings aren’t typically strategic. These 10 reasons all contribute to making the process non-strategic and sometimes even counter-intuitive to being directly tied to the business strategy:

1. Perhaps one of the biggest issues is that budget meetings oftentimes are not integrated with the processes of strategic planning and business strategy. To add to the problem, meetings that are focused primarily on budget-setting solve for numbers and do not solve for business results. Also the length of budget meetings isn’t matched to the strategic complexity or importance of the area.

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YRC Freight Accelerated: A Fast-Paced Product Launch Success Story

The final installment of a 3-Part Series: Recap of the TMSA Connections Seminar in Kansas City. Nearly 30 marketing and sales professionals in transportation and logistics registered to attend the TMSA Connections Seminar, held last month at YRC Worldwide headquarters in Kansas City. Matt Ferguson, Service Marketing Manager with this leading transporter of industrial, commercial, and retail goods in LTL shipping solutions, shared a recent story at the TMSA Connections Seminar.

Have you ever found yourself with a business opportunity for your company, yet you had but a small time-frame to seize on it? It’s a common occurrence in the world of today’s marketing department - and the team at YRC Freight can relate.

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4 Tips To Avoid the "Commodity" Trap

By Brian Everett, CEO of the Transportation Marketing & Sales Association

In transportation and logistics, all too often the value of a company's service or product is minimized - and what they offer their customers is "commoditized." How often have you heard a sales executive blame commoditization for failing to deliver a sale or new block of business? Sometimes this can be a convenient excuse, but in many instances it's a valid point because the company's business model has fallen into that trap.

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Establishing Your Target Market

Part 1 of a 3-Part Series: Recap of the TMSA Connections Seminar in Kansas City

Some of the key buzzwords in marketing these days are “firmographic targets” and “buyer persona.” But some suggest these new buzzwords or catch phrases are really sexy (and more sophisticated) ways to describe what smart marketing and sales professionals have been doing for years: Intelligently establishing your target markets with laser precision.

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Game-Changing Sales Tips in a Male-Dominated Industry

There’s no question that roles in the transportation industry historically have been predominantly male. Men would be in primary buying roles in traffic management, logistics, and supply chain. And on the provider side of the equation, men would by in key leadership, operations, and sales and business development roles. And only a small handful of females were professional over-the-road drivers.

But times are changing dramatically, thanks in part to the Women In Trucking Association (WIT), which is a TMSA member. Last week, more than 500 professionals in transportation attended the 2017 Accelerate! Conference & Expo in Kansas City, which was hosted by WIT. The Transportation Marketing & Sales Association helped to manage the Marketing & Sales Education Track, and one topic was heavily focused on: How sales and business development professionals who are women can succeed in what is still a male-dominated industry.

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Bison Transport: Driver Recruiting Best Practices

This is the final installment of a 3-Part Series: Recap of the TMSA Connections Seminar in early October in Chicago.

More and more, driver recruiting and engagement is becoming a priority for marketing and communications professionals in transportation and logistics – particularly with the every-challenging driver shortage. More than 40 marketing and sales professionals in transportation and logistics pre-registered for the TMSA Connections Seminar recently held in Chicago. The group learned about some of the best practices in driver recruiting from Lionel Johnston, Corporate Marketing Manager with Bison Transport, one of the largest carriers in Canada. Johnston also is Chair of TMSA’s Communications Committee. 

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Developing Your Firmographic Targets and Buyer Personas

Part 2 of a 3-Part Series: Recap of the TMSA Connections Seminar in Chicago

More than 40 marketing and sales professionals in transportation and logistics pre-registered for the TMSA Connections Seminar, held last Thursday in Chicagoland. The group discussed the importance of identifying and knowing your targeted firmographic profiles as well as your buyer personas.

Steps to Develop Your Firmographic Profiles and Buyer Personas 
Who is your ideal customer? If you’re not 100% sure of your answer to the that question, you’re likely missing out on sales. The more you know about your customers, the better you’re able to target your marketing to who they are and what they want. The more you speak their language, the more they’re going to be responsive to you and your company.


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7 Steps of a Successful Digital Culture

If you're looking at ways to improve your success in digital marketing and sales strategy, listen to what Marcus Sheridan has to say. One of TMSA's most incredible "thought leaders" and recently named as the “web marketing guru” by the New York Times, Sheridan started in 2009 his sales and marketing blog, The Sales Lion. He has since grown this brand to be synonymous with inbound and content marketing excellence.

Sheridan was TMSA’s keynote presenter at the 2017 TMSA Logistics Marketing & Sales Conference, and as a follow-up he presented 7 steps to a successful digital culture in a recent TMSA Webinar:

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State of Transportation Key Topic at TMSA Seminar in Chicago

Part 1 of a 3-Part Series: Recap of the TMSA Connections Seminar in Chicago

More than 40 marketing and sales professionals in transportation and logistics pre-registered for the TMSA Connections Seminar, held last Thursday in Chicagoland. A significant amount of time was devoted to discussion around these two questions involving the state of the marketplace: What are you hearing from shippers? And what are the biggest challenges and opportunities facing transportation companies in serving their customers?

What are you hearing from shippers?
TMSA’s CEO Brian Everett led conversation around how demand patterns are shifting, technological advances are changing industry economics, and emerging competitors are challenging traditional business models. Most agreed that the over-the-road trucking market has ben gaining traction after a weak 2015. Everett referenced a recent A.T. Kearney analysis of Truckstop.com data (a TMSA member) showing spot rates for dry van shipments rising 10 percent in 2016, reversing much of 2015’s steep decline. Full truckload rates also overcame early weakness to close 2016 higher than 2015 levels, according to Morgan Stanley’s Full TL Index.


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How Can You Help? Maria Response, Irma & Harvey Recovery

From Kathy Fulton, Executive Director, American Logistics Aid Network (www.ALANaid.org)

Today Hurricane Maria battered St. Croix in the US Virgin Islands, and left the island of Puerto Rico completely without power. The storm lost some strength after striking Puerto Rico, but is expected to regain intensity as it moves northward on Thursday. The situation in the Caribbean continues to unfold, but ALAN has already engaged to assist with the logistics of moving tarps, meals, and clean-up supplies for non-profit responders. As we shared last night, many of these organizations are launching their efforts from airports in Florida. Please consider supporting those transportation requests.

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