Getting to know you,
Getting to know all about you.
Getting to like you,
Getting to hope you like me.
The 1951 song “Getting to Know You” by Oscar Hammerstein produced for the classic musical “The King and I” might be the marketing hymn of the 21st century.
What if your job was to entertain athletes at the All-Star Game? Or if you could finally bring your team’s mascot into the 21st Century? Or you got paid to talk sports all day? These are dream job scenarios for many. For this handful of Baylor Business alumni, it’s just another day at the ballpark. A career in professional sports is fast-paced, alluring and exciting. Sports stars are no longer just celebrity heroes, but become colleagues and friends. As these Bears soon found, there’s a lot more to it than high-fives and hot dogs.
There is one thing about every human that you or I know – all of us are consumers. All of us. We are not just any consumers now that the 21st century is rollicking through its years, but in fact, we are exceptionally bright consumers who are knowledgeable, technology savvy, and know that we have instantaneous information on services and products from trusted sources online. We also know that critical to our consumer lives is control over what content we are provided and what information we are asked to give.
Early corporate investments in customer relationship management (CRM) capabilities delivered questionable returns. Bruised by the recession and smarting from an IT-spending frenzy, executives commonly viewed CRM investments as a gamble in the early 2000s. But the odds of CRM investments paying off have greatly improved in the past five years, and customer-experience innovations in the gaming have lead the way.
Years ago, a football player at Baylor University reminded me of one of the most important lessons about relationships. As head coach, I’d just told my team about what it would take to become unified. I said that they had to care about each other, to love each other, in order to become team players.
Mike Singletary, then a junior, waited for me after that meeting. He said, “Coach, before I can love someone, I have to respect him.” That’s a great observation, worthy of repeating. The point is very simple: You can’t have any relationship – not a team network, not a marriage, not a business contract – without trust. You can’t have trust and caring without respect.
One of the key factors to becoming successful in marketing is obtaining experience in the field, not just studying the key components of marketing theory and practice. Typically, over 70 percent of juniors and senior majoring in marketing at Hankamer School of Business participate in internship programs according to their individual interests in marketing.
Internships may not be the most glamorous stepping stone on the path to a successful career. However, university students are encouraged to intern with companies to avoid the “deer in the headlights” effect when entering the business world. These Sports, Sponsorship and Sales (S3) students have learned the value of hard work while gaining the bonus of experience in marketing internships
Allan Clark Cloud, BBA, serves as the president of the Killeen Economic Development Corporation. He has previously served as president of the Fort Hood Area Board of Realtors.
Reclaiming Salesmanship without Selling Your Soul
In 1992 Hollywood released a film titled “Glengarry Glen Ross,” the story of a failing real estate office in which four real estate salesmen are told by management that two of them will face certain termination if significant property sales are not immediately forthcoming. The top two producers are promised substantial bonuses. How the salesmen generate leads and pursue sales over the next 24 hours within a pressure cooker of unrelenting scrutiny from management and intense competition among themselves has become an academic study of sales ethics used by university marketing departments throughout the country.
The Use of Data Programs by Salespeople and the Effect on Customers
John F. Tanner Jr., associate dean of Research & Faculty Development, is involved in a qualitative research study evaluating salespeople and the ways they use data to segment buyers. The study is being done in Mexico, France, and the United States. Tanner has found that while salespeople use the data to plan sales calls and account strategies, organizations are not leveraging the power of the information to inform company strategy. The research study looks at technology and the transition organizations make from sales-focused data systems to broader customer relationship management systems.
Attention, sports fans: ESPN SportsCenter is coming to Hankamer. Well… not quite. However, the new Sports Sponsorship & Sales Center will look a lot like that famed television studio, with an academic twist. Instead of serving as a forum for sports fans arguing about the latest controversial call, Hankamer’s version will be designed for Sports Sponsorship & Sales (S3) majors to use in preparation for their careers.
A program is being developed to help graduating MBA candidates land a job. The goal of the program is to find jobs through alumni already established in the business world.