Scott Brinker at chiefmartec.com interviews John Kennedy, IBM’s Vice President of Corporate Marketing. “There’s a lot of noise in social media,” says Kennedy, “and it’s a challenge to translate social touch points into sales leads. IBM has transformed its sales organization into a social selling juggernaut.” His advice to chief marketing officers could be a motto for anyone in business today: “Be a role model for change and transformation since that’s the only constant on a smarter planet.”
Q: I want to do more social selling, but how can I when my prospects won’t cooperate? Most of them haven’t caught on to business uses of social media yet.