My next guest of Scale Your Sales Podcast, was my Marketing Professor when I did my EMBA at Cranfield School of Management. Before he becoming a Professor at six of the UK’s top Business Schools, he was Marketing and Sales Director of Canada Dry, with a sales force of 150. He is the author of 46 books, one of which has sold half a million copies. Welcome, Malcolm McDonald.
00:00 If you don’t know the Basics of Marketing, Social Media is not going to Work!
01:37 Why during the pandemic, Malcolm captured all his knowledge into online courses.
05:58 Why success in business requires new knowledge and skills.
09:29 Cranfield prepare Students and Managers to acquire the knowledge needed to become marketing specialists.
13:50 If you don’t know the basics of marketing, social media is not going to work.
19:22 How Malcolm McDonald’s books come from deep understanding of the real-world issues.
22:29 Critically, only 5% of organisation have got financially qualified value propositions.
28:10 Why sales are made by the way you relate to your customers and your market.
30:38 Why you must ensure you focus on the right part of the market.
34:05 Discover what Malcolm McDonald would take on a Desert Island?