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Most CRM firms are frustrated by their sales results: win rates are low, too much is spent on proposals, sales staff (i.e. project managers) are frustrated, the cost of client acquisition is too high, and firm are working for the wrong types of clients. It doesn’t have to be this way! This webinar covers sales and marketing from a business perspective, characterizing and challenging the inefficient opportunistic marketing that is common in the CRM sector. Opportunistic sales and marketing is contrasted with a strategic approach that is more efficient and yields better results. You will learn marketing’s fundamental premise and how to implement this within your company’s sales and marketing systems. By moving from opportunistic to strategic marketing, you will be able to increase your firm’s win rate while simultaneously lowering your cost of winning work.
ACRA’s expert provider, Dr. Christopher Dore, wants your heritage organization to be stronger and more sustainable so that you can make a bigger heritage impact! Christopher holds both a Ph.D. in anthropology and an M.B.A. in business administration. Over his 30-year career, he has held senior and executive positions for leading heritage and environmental firms. Like many, though, his start in the heritage industry was as a laboratory and field technician. Today Christopher is a consultant, analyst, and strategist for Heritage Business International, an L3C social enterprise venture with a mission to strengthen heritage organizations. He also holds adjunct faculty positions at the University of Arizona and Simon Fraser University.
Christopher believes that professional service is an important part of heritage practice. He has served as the President of the American Cultural Resources Association, Treasurer of the Society for American Archaeology, Editor of Advances in Archaeological Practice: A Journal of the Society for American Archaeology, and Treasurer of Archaeology Southwest. He currently serves as the President-elect of the Register of Professional Archaeologists.
Note: This webinar will occur on Eastern Time