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The Televerde Blog

• Demand Creation Planning: Make the First Step the Right Step

  Larry Fleischman 10:36 am on August 18, 2010 Permalink | Reply   with no comments

  By Larry Fleischman, Practice Director, Branding and Go-to-Market Strategies & Solutions, Televerde 

  At Televerde, we’re always engaged in a process of trying to put the right context on optimized approaches to demand creation. But since everyone has a slightly different view of the world, it’s a little like herding stray cats. Fortunately, the Televerde cats are a little different – we have a home we always come back to so we’re not really strays. And we tend to “self-herd.” However, we do sometimes take different routes to return home. But then, a little diversity in input and mapping is never a bad thing if it gets you to the right place.

  We’ve all recently glommed onto an idea – actual a number of ideas – that resulted in the creation of a map all of us can understand and use to get home. And hopefully to get our clients home too. We call it our “Integrated Approach to Optimizing Demand Creation & Discovery.”  It’s really more of a strategy, but let’s think of it as a map so I can keep my little analogy intact for the purposes of this blog. (More …)

   

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• The Bake-Off Pay-Off

  Larry Fleischman 2:51 pm on July 28, 2010 Permalink | Reply   with no comments

  By Larry Fleischman, Practice Director, Branding and Go-to-Market Strategies & Solutions, Televerde  

  Craig Burbidge, a VP Marketing with Hitachi Consulting, recently conducted a side-by-side comparison of Televerde’s sales opportunity generation capabilities with that of a rival for a 90-day stretch. Neither Televerde nor our competitor was aware of the “bake-off” scenario, which was deliberately intended by Craig. The objective was the same for both firms: Position Hitachi’s customer-relations software solution and supporting services to medium-size businesses and generate qualified sales leads. 

  By the end of the program Televerde delivered five times as many leads as our rival, and the leads were better quality according to Craig, who attributes this to Televerde’s persistence, a differentiator called out by journalist Victoria Barret in an article she wrote on Televerde that appeared in a recent issue of Forbes.  (More …)

   

• Kudos to the Community Builders: It’s Now Up to You to Keep It Vibrant

  Larry Fleischman 9:02 am on May 7, 2010 Permalink | Reply   with no comments

  Kudos to the Community Builders
  Neighbors: It’s Now Up to You to Keep It Vibrant

  By Larry Fleischman, Practice Director, Branding and Go-to-Market Strategies & Solutions

  Televerde joined SiriusDecisions last year after hearing references by multiple clients to the research firm. In the midst of so much incoming information from groups like MarketingSherpa, CMO Council, DMA, Gartner, Forrester and others, keeping up with all market chatter was, and frankly still is, a little overwhelming. Probably similar to how many of you keep up the pace, we tend to listen to the conversations that appear to rise above the rest. Sadly, sometimes that’s a function of volume – literally the companies generating the most amount of information. Because we all have email addresses, they’re just hard to avoid. 

  But what should reallygenerate the most attention are those conversations that appear to be the most sensible, relevant and timely. (More …)

   

• A Blend of Right Practices Makes the Biggest Impact

  Larry Fleischman 11:04 am on April 16, 2010 Permalink | Reply   with no comments

  A Blend of Right Practices Makes the Biggest Impact
  Six Ways to Optimize Demand Creation Program Performance 

  By Larry Fleischman, Practice Director, Branding and Go-to-Market Strategies & Solutions, Televerde 

  With a schedule of 50+ demand creation campaigns that Televerde implements for our clients on a monthly basis (650+ annually), undoubtedly we learn some things along the way about what works and what doesn’t. Clients rightfully expect us to share our knowledge with them and are never hesitant to ask us lots of questions about what we know that they should know. The question we’re probably asked most often is “What are the one or two practices we can engineer into our campaigns to improve the performance?” 

  The answer is never really as simple as “Just change this question or message in the discussion guide/script” or “Just add this data to the campaign.” Since each program is unique in some way, there really isn’t a one-size-fits-all set of solutions. However, across all these implementations, one theme is common, which is that it’s typically a mix of several right practices in multiple areas of the strategy that makes programs more successful.   (More …)

   

• Participate in Exec Insight Series Interviews

  Larry Fleischman 11:30 am on March 2, 2010 Permalink | Reply   Tags: Sales Executive Insight    with no comments

  We invite you to participate in Televerde’s “Sales & Marketing Executive Insight Series.” Send me an email at larry.fleischman@televerde.com and let me know that you’d like to participate. I’ll email you the questionnaire. Respond to the questions and email it back to me and we’ll publish it. There are a variety of questions – feel free to answer all of them or provide your responses to only the questions you’re most comfortable with. None of the questions are mandatory. What is preferred though is an economy of words in your responses (blog brevity). Don’t hesitate to create some of your own unique questions if you’d like. If you have any questions, contact Larry at 480-517-6137. Thanks.

   

• Exec Interview: Stuart Long, Capsule

  Larry Fleischman 12:50 pm on February 19, 2010 Permalink | Reply   with no comments

  Featuring Stuart Long, Vice President of Sales, North America, Capsule Technologies 

  As part of our Sales & Marketing Executive Insight Series, Televerde is please to publish the following interview with Stuart Long, Vice President of Sales, North America, Capsule Technologies. Based in Paris, France and Andover, Massachusetts, Capsule is the leading, vendor-neutral medical device connectivity provider, and has been for over 12 years. Their proven solution is FDA 510(k) cleared and features the largest number of installed medical devices.  Over 500 hospitals worldwide have chosen Capsule for their device integration needs. 

  What company or companies do you admire most (besides your own) and why?

  REI because of how they are committed to the environment and their employees, their business model, and their passion for outdoors. 

  When customers and prospects consider the Capsule brand and the key value proposition of your products and services, what is that you want to come to their minds and resonate?

  Nursing efficiency and patient safety through bio-medical device connectivity.  (More …)

   

• Exec Interview: Kirk Reid, Chamberlin Edmonds

  Larry Fleischman 1:00 pm on February 9, 2010 Permalink | Reply   with no comments

  Featuring Kirk Reid, Executive Vice President, Chamberlin Edmonds

  As part of our Sales & Marketing Executive Insight Series, Televerde is please to publish the following interview with Kirk Reid, Executive Vice President, Chamberlin Edmonds. Based in Atlanta, Chamberlin Edmonds provides services to over 200 clients in 30 states and have 13 people in their sales and marketing organization. Kirk has been with the company for seven years. Chamberlin Edmonds provides eligibility and enrollment services to hospitals, governments, and managed health care organizations. On behalf of its clients, the company helps disabled, indigent and uninsured patients navigate the often-complex application processes necessary to receive Social Security disability benefits, Medicare, Medicaid, crime victims’ compensation, and charity care. Founded in 1986, the company operates through about 10 regional offices across the U.S.

  What company or companies do you admire most (besides your own) and why?
  Med Assets – they aggressively promote, execute flawlessly and their leaders operate with the highest levels of integrity.

  When customers and prospects consider your brand and the key value proposition of your products and services, what is that you want to come to their minds and resonate?
  High quality, customer-centric services delivered in the most efficient manner possible – provided by the industry leader with unquestioned integrity. (More …)

   

• Exec Interview: Larry Fleischman, Televerde

  Larry Fleischman 8:53 am on February 9, 2010 Permalink | Reply   with no comments

  Featuring Larry Fleischman, Practice Director, Branding and Go-to-Market Strategies & Solutions, Televerde 

  As part of our Sales & Marketing Executive Insight Series, Televerde is please to publish the following interview with Larry Fleischman, Practice Director, Branding and Go-to-Market Strategies & Solutions, Televerde. Based in Phoenix, Televerde is a strategic outsourced provider of sales demand creation, conversion and acceleration solutions for B2B companies with a specialty in the high-tech market. The company has 15 years of experience with the biggest names in IT – software, hardware, services. There are 22 people in Televerde’s sales and marketing organization who are directly involved in generating new business for the company. Larry has been with Televerde for three years.  

  What company do you admire most (besides your own) and why?

  Apple has always impressed and inspired me. They’re the epitomy of innovation. The Steve Jobs comeback followed by the Apple comeback is an intriguing story to follow and demonstrates the power and value of strong, focused leadership. The Apple brand conjures clear images of innovation, customer-centric thinking and market focus. 

  When customers and prospects consider your brand and the key value proposition of your products and services, what is that you want to come to their minds and resonate?

  Highly productive demand creation and demand discovery coordinated through unequalled human touch techniques by an amazing group of people. The socially responsible aspect of our business makes us unique (I like to think of it as a positive form of co-dependency) and if my Televerde dreams come true our uniqueness would be well-recognized, understood and accepted by all as a major driver of the results we produce.   (More …)