Salesforce Canada

Selling is about appealing to the head while drawing upon the heart. You have to convince your customers to make a purchase based on rational arguments. No matter what facts and figures you pull together to make those arguments, however, they need to feel you believe them at your core. Though

You can’t keep a good small or medium-sized business down, even when there’s a global pandemic disrupting everyday life as we know it. Almost from the moment COVID-19 began, there were worries that temporary closures and enhanced safety protocols would significantly impact all but the largest and

When the going gets tough, Canada’s small businesses don’t just get going — they get more innovative, strategic and customer-focused than ever before. It takes resilience to be an entrepreneur in the best of times, and most of what we’ve experienced in 2020 wouldn’t fall into that category. It has

Canadian marketers were doing all the right things — adapting to digital channels, embracing data-driven thinking and reimagining customer experiences — and then the events of 2020 hit them. While the global pandemic brought many businesses to a temporary halt, the long-term effect has been to

This is the great paradox of working in sales: it’s one of the most sociable jobs in the world and also, occasionally, one of the loneliest. Sales reps often demonstrate outstanding interpersonal skills when they initially meet with a client, deliver a formal pitch and close deals, for example.

Understand what constitutes a connected consumer and how brands can best interact with them.

A lot of entrepreneurs like to begin with the end in mind: that nirvana where you’ve not only achieved product-market fit but attracted a critical mass of happy customers who will lay the foundation for you to scale your startup. There’s nothing wrong with imagining what your business will look

When companies first started appointing chief marketing officers, it reflected how important the job of building brand awareness and driving demand had become. The recent elimination of CMO titles in many firms may suggest the reverse is happening — that marketing is becoming less critical to a

Walk into the marketing department of any large organization and you’ll likely hear conversations about the same things: open rates, click-throughs, reshares and leads. These are all examples of the data that makes marketers more effective in a digital-first age. Having a solid grasp of the

Having an app in 2020 is kind of like having a website in 2010: the majority of customers expect businesses to offer one, and for the experience of using it to give them significant value. While smartphones have changed considerably over the past few years, the one constant has been the use of