Conversation Marketing: The Conversation is the Thing

Christine Fife

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Engaging to Sell: Enterprise Sales People Go Social

Since social networks emerged, sales people have been trying to figure out how to use them to increase their sales and shorten sales cycles. Many of these people have been discouraged because they haven’t found value in using LinkedIn or Facebook for networking that actually aids in their sales processes. Now there’s a new network tool specifically designed for the enterprise sales people that allows users to draw from their network of social capital and collaborate with others giving them true value (i.e. increased sales opportunities and knowledge sharing.)

So, full disclosure on this post, the new collaborative networking tool I’m talking about is RGlobe and I am engaged with RGlobe as a consultant on their marketing communications. But I would still endorse the product concept even if I wasn’t working with them as they’ve hit on something really terrific for sales professionals.

Though they haven’t officially launched, RGlobe is working with their first enterprise customers and several analysts are extremely excited about the product. (Check out this upcoming event on October 7 with Forrester Analyst Tim Harmon in which the RGlobe CEO will be participating: Emerging Technology Trends for Channel Sales and Partner Marketing.)

RGlobe is the first company to offer enterprises a private collaborative selling network that allows their sales professionals in-house to network and collaborate on deals with their partner companies. Partner leveraging has long been an issue with channel partnership models because of inefficient processes and security risks in sharing information across partner sales teams. RGlobe addresses these issues with their private collaborative selling network allowing users to connect and communicate across their partnerships for real-time collaboration.

An enterprise builds their private collaborative RGlobe network and invites their partners to join. That enterprise then  instantly increases its social capital by expanding its prospecting funnel to include all their partners who they now have connectivity with through the RGlobe Network.  All of the sales and biz dev professionals within the enterprise company are now aligned by account coverage and competency with all of their counterparts at each partner. But the prospecting funnel expansion is mutually exclusive. The partner companies benefit from being on the enterprise’s RGlobe Collaborative Selling Network because they are able to connect, communicate and collaborate with the enterprise’s internal social capital pool, but they have no access to any of the enterprises other partners on the Network. Only the enterprise’s sales teams are able to connect with others across all their partners within the RGlobe Network, thus increasing the number of individuals they can now connect and communicate with considerably.

RGlobe utilizes many of the common social networking features to allow users across partnerships to collaborate efficiently and effectively. For sales professionals, being able to connect with their partners sales pros who sell into the same companies and industries offers terrific potential for them to share information with each other that will help them close deals. The RGlobe solution also encourages and facilitates the assisting of other users with User Incentive Recognition and a Trust and Value Rating System. It’s very much a Whuffie Factor enabler! And if you read my blog often you know I’m a big believer of the Whuffie Factor concepts.

Check out RGlobe for yourself. RGlobe will also be in San Francisco during Oracle Open World later this month–they’re taking meetings with companies interested in viewing RGlobe.

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More Stories By Christine Fife

As I drove off to college I never would have guessed I would end up here! But it’s been a fantastic journey. My career has been richly diverse giving me an advantage over marketers who are siloed into niche positions. I strive to be a true Renaissance person—I love to learn about everything and trying new things comes naturally. My career has been no different; I’ve successfully launched enterprise software and medical device development startups, improved communications processes for the regulatory department of a major financial exchange, increased client business and product development for several international exchange program companies and founded an international educational non-profit organization. My master’s degree in Integrated Marketing from Golden Gate University gave me a broad understanding of traditional marketing best-practices, but my BA in theater gave me the skills to understand how people communicate with one another and the importance of promoting a brand in a voice that is right for the audience.