Dwight D. Eisenhower said, “In preparing for battle I have always found that plans are useless, but planning is indispensable.” He could have been describing today’s publishing landscape. We work with many publishers, and are continually reminded of the importance of sales planning. There is no final answer: The situation is fluid and plans must be updated, revised and, sometimes, jettisoned.
There are more ways for a publisher to generate revenues today than ever before. There is much more for salespeople to learn and remember, and far more ways to go wrong in areas only tangentially related to traditional publishing. It is unclear which will be the winning strategies as magazine brands extend beyond the p More...
Connect on the new professional and social network for the Magazine, eMedia & Publishing Industry today.
FOLIO: PRIME SPONSORS
In Sales, Plan for Change
Jim Elliott Sales and Marketing - 12/13/2012-13:53 PMDwight D. Eisenhower said, “In preparing for battle I have always found that plans are useless, but planning is indispensable.” He could have been describing today’s publishing landscape. We work with many publishers, and are continually reminded of the importance of sales planning. There is no final answer: The situation is fluid and plans must be updated, revised and, sometimes, jettisoned.
There are more ways for a publisher to generate revenues today than ever before. There is much more for salespeople to learn and remember, and far more ways to go wrong in areas only tangentially related to traditional publishing. It is unclear which will be the winning strategies as magazine brands extend beyond the p More...