August 11, 2008
Author Wes Ball shares some strategies from his book, "The Alpha Factor: The Secret to Dominating Competitors and Creating Self-Sustaining Success"
By Wes Ball
Any time business managers hear the word "recession," they start looking around for ways to weather the coming storm. That usually means immediate budget reviews with plenty of cuts on the revenue-generation side of the company. As a result, sales, marketing, advertising and any other outreach-focused activities feel the crunch fast and hard.
But one of the interesting things research finds about "alpha companies"—those rare companies who are such dominant leaders that they actually control decisions of both customers and competitors—is that even the strongest companies are most threatened during recessions, not because of the economy, but because of these cost-cutting tactics. Competitors who continue to invest in outreach can easily undermine even the strongest marketer's previous strength.
What does that mean for sales forces and marketing executives?
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