Luigi Salmoiraghi, Author at Sales and Marketing Action Management

Real-time marketing: marketing never sleeps

/*! elementor – v3.21.0 – 26-05-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Real-time marketing is a communication strategy that uses real-time events and situations to promote products or services. This approach aims to capitalize on the audience’s attention when something relevant happens, allowing brands to insert themselves into conversations that are already active and of […]

Corporate strategy: an introduction

Designing an effective corporate strategy involves defining clear goals and developing an action plan. From competitive differentiation to innovation, a well-designed strategy is critical to business success and relevance in the marketplace. Thriving in today’s business market requires preparedness. What are corporate strategies? Corporate strategies are long-term action plans companies design to achieve their […]

The Transformation of the B2B Landscape

The world of B2B sales is undergoing a profound transformation. The strategies that worked just a decade ago are no longer as effective, and companies risk falling behind if they don’t adapt. This article will analyze the main challenges sales face today and explore new strategies for success in this new environment. The Lengthening of […]

Key skills for sales (part 2)

/*! elementor – v3.21.0 – 08-05-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} In the previous article, I underlined the key skills that are vital to communication in sales: the ability to create harmony with your potential buyer and know how to interpret what they say, what they can’t tell you, and even what they can’t […]

Key skills for sales success (part 1)

What are the key skills to be successful in sales? In the last twenty years, I have worked with some of the best salespeople I have ever met. I tried to learn from each one, searching for the magical formula for the art of selling. Unfortunately, there is no formula or magic potion; every salesperson […]

Thinking Fast And Slow: what I learned

Many years ago, my friend Paul suggested I read «Thinking Fast and Slow» by Daniel Kahneman. Reading through the pages of his book, I learnt of the dual systems of our thought processes: the rapid, intuitive ‘System 1’ and the deliberate, analytical ‘System 2’. The Nobel Committee awarded Professor Kahneman the Nobel Prize in 2002 […]

Fall in love with the problem

In the last year, I have had the chance to meet with some startups ready to become new unicorns on the market. Few of them offer reasonable solutions, but the majority will not succeed in this journey for a straightforward reason: they love their product while they should fall in love with the problem. I […]

From Data to Knowledge

How may you go from simple data to knowledge? The DIKW model is a robust framework for understanding how information evolves from raw data into actionable wisdom. Each letter in the acronym represents a distinct stage, forming a pyramid of knowledge progression. Data (D): The Foundation At the base of the pyramid lies «data». Imagine […]

Seat your belt, let’s take off!

If there is no more room at home, look outside. Digitalisation (globalisation) has made the borders that previously seemed impossible for small and medium-sized entrepreneurs today nothing more than a perfectly surmountable obstacle. An opportunity to extend the business beyond the local market. Because multiplying spaces is multiplying the chances of success at the end […]

The price of everything and the value of nothing

/*! elementor – v3.20.0 – 20-03-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} In the modern era, Oscar Wilde’s aphorism, ‘Today people know the price of everything and the value of nothing’, is more relevant than ever, particularly in the consulting industry. In a world where the focus is often on tangible costs and figures, the […]

Problem-solving is a talent that is undervalued

/*! elementor – v3.20.0 – 13-03-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=».svg»]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Problem-solving is an essential skill that is undervalued. Many undervalue problem-solving as an essential skill that helps individuals make clear decisions during uncertain times and proves critical for those seeking work in the post-pandemic era. Let’s take a methodical approach that focuses on […]

Attention: traffic ahead!

Attention all businesses: traffic is coming! Consumer behaviour has evolved, and new consumer journeys, competitors, and collaborators come with these changes. CEOs and CMOs must digitally transform their businesses to keep up. One critical task is to bring more traffic to their website, either to sell or generate new leads. However, many companies still need […]

Five keys to create value using your own data

Data: many companies often have access to third-party information, but only you can access your own. Your business collects information with consumers’ explicit consent through interactions on apps and websites and in response to marketing initiatives, such as emails and loyalty programs. Using your records responsibly can help brands forge direct customer relationships, create value, […]

Interim Management: la rivolución para la PYME

Interim management, la transformación del panorama empresarial en Europa. Estos profesionales ofrecen estabilidad, innovación y soluciones estratégicas en momentos críticos para las PYME.

Data analytics is a marathon

Data Analytics: Is your data stuck in a 5K rut? Run the full analytics marathon and learn the 6 key milestones to success.

Data: it’s all about stories

Florence Nightingale was a British nurse who was known and believed in data. She is considered the founder of modern nursing, as she was the first to apply the scientific method through statistics. She made the history books of diagrams in 1858 with a publication related to epidemic deaths in the Crimean War. The key […]

Los 10 mandamientos del CEO actual

En un mundo en constante evolución, el CEO debe estar capacitado para integrar el cambio como una constante, y guiar a su empresa a través de las turbulencias con una visión clara, un liderazgo eficaz y estrategias adecuadas a los nuevos desafíos y oportunidades. No podemos pedir a los colaboradores que “cambien” si antes no […]

Agendas vacías: ¡menos es más!

En el entorno empresarial actual, la gestión del tiempo es crucial para el éxito. En un artículo de Xavier Marcet que leí hace poco, se destaca la importancia de «vaciar las agendas» como una estrategia para liberar tiempo y energía para actividades más significativas y empoderadoras. Todas las empresas deberían replantear la forma en que […]

Looking for a CEO? You don’t need people from your industry!!

The CEO problem, from which industry? Now that I have noticed your attention to this article, could we look deeper into the CEO problem? This article refers to C-level management, especially CEOs and COOs. In my new journey as founder of Action Management, I have been helping a startup raise its initial pre-seed funding. The […]

No data? Tough to survive

Companies gather data, but how can they turn it into compelling stories? Data holds valuable insights into customer behaviour, market trends, and the effectiveness of marketing campaigns, among others. However, one must know how to read and interpret it to benefit from it. Small and medium-sized businesses (SMBs) can benefit from data analytics like large […]

Factors when it comes to customer loyalty

Customer loyalty: companies put too much effort into attracting new customers (we saw in a previous article the importance of closing projects) but often need to remember to retain those who already buy from their business. The ideal would be to combine both to obtain better results. This is one of the most critical points […]

This is not a TRANSFORMATION, it’s a REVOLUTION!

Digital Revolution? In the rapidly evolving landscape of the business world, the term «Digital Transformation» has become a buzzword, signifying the integration of digital technologies into various aspects of a company’s operations. However, for many Small and Medium-sized Businesses (SMBs), this shift is not merely a transformation; it’s a complete revolution that reshapes their entire […]

Perfection is an imperfection itself!

In crafting a flawless circle, Giotto achieved a paradoxical perfection, where the immaculacy of his form resonates with an inherent imperfection. In my recent role as a consultant and advisor, I’ve encountered numerous CEOs and founders striving for an elusive perfection. One CEO even meticulously critiqued the font and colours in PowerPoint presentations! A form […]

If you don’t execute you fail!

Lack of execution: a striking image of an abandoned start-up office, once bustling with activity, now empty and silent, is a stark reminder of the harsh reality that many companies fail to execute their business strategy. A study by McKinsey & Company found that only 7% of companies can implement their strategies successfully, therefore, 93% […]

PYME: Sólo el 15% logra sus objetivos (y tu puedes ser la excepción)

¿Por qué sólo el 15% de las PYME alcanzan sus objetivos estratégicos? Las pequeñas y medianas empresas (PYME) son la espina dorsal de la economía, pero también se enfrentan a varios retos, como recursos limitados, falta de experiencia y un entorno empresarial que cambia rápidamente. Uno de los mayores retos a los que se enfrentan […]

The Eisenhower Decision Matrix: My Secret Weapon

The Eisenhower Decision Matrix is a powerful tool that can help SMBs and startups prioritize their tasks and achieve their goals more effectively. Learn how to use this simple but effective framework to get more done in less time and grow your business.

Strategies to Reduce No-Shows for Sales Calls

How to reduce No-Shows for Calls: in the sales world, it’s common to encounter the frustration of no-shows for scheduled sales calls. You’ve put in the effort to attract potential clients, and they’ve expressed interest by booking a call, but then they need to show up. This wastes your time and hinders your chances of […]

Autor: Luigi Salmoiraghi