Somewhere over the rainbow, way up high
There’s a land that I’ve heard of once in a lullaby.
Somewhere over the rainbow, skies are blue
And the dreams that you dare to dream,
Really do come true.
It’s only a matter of time before The Great Uberification of Everything reaches sales. We can see it now:
Party A wants to sell Zooger B to Party C. Party A contracts with independent (and likely inexperienced) Party D to sell Zooger B to Party C. Party E (an experienced sales organization) files suit against Party A and Party D for unfair competition. Meanwhile, Zooger B goes unsold. And Party C never gets the zooger it wanted to buy, leaving the pot of gold at the end of the rainbow empty.
Someday I’ll wish upon a star
And wake up where the clouds are far behind me.
Where troubles melt like lemon drops,
Way above the chimney tops,
That’s where you’ll find me.
If you’re selling consumer commodities, or inexpensive widgets that require no meaningful expenditures or capital investments, you’re good. But if you’re selling anything that falls into a sold-not-bought category (financial services, anyone?), not so much. That’s because there’s a discipline involved that on-demand sales simply can’t provide, starting with a strategy — beyond “Sell this now” — that connects the selling organization to its fulfillment activities (sales).
The organization’s strategy is its reason for being: “We recognize that, and we can capitalize by creating this.” The brand is the manifestation of this in the marketplace. The strategic marketing plan is the means by which this does that. The tactical marketing program is the means by which the strategic plan is actualized. Lead generation is the first sales activity. Qualification is the second sales activity. Conversion is the third sales activity. And no Uberman is going to connect strategy to conversion.
If you think Uberification will drive sales, you’re not in Kansas anymore, Toto.
Somewhere over the rainbow, blue birds fly
Birds fly over the rainbow
Why then, oh why can’t I?
(Harold Arlen and E.Y. Harburg)