Newsletter | October 20, 2021

10.20.21 -- Who Has Time For Professional Development?

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Years ago, I learned a professional development technique that we referred to as a lifesaver walk. I think the name was inspired by an advertising campaign for Life Savers candy used in the 1970s. They usually included an older, sagely character sharing some wisdom with a younger character who had encountered one of life’s challenges. Their conversation took place while they shared a roll of Life Savers candy.


The point of the technique is that all you need for an effective professional, or personal, development session is two people, no more time than it takes to eat a piece of candy, and a situation that can be used as a learning event.


Because of the continuous, and often hectic, pace of B2B sales and marketing operations, we convince ourselves that we don’t have time for professional development. Yet, marketing and sales has undergone a significant amount of disruption, all stemming from how the buyer navigates their journey to make purchasing decisions.


Meaningful professional development for our B2B sales and marketing teams is more important than ever, and at Follow Your Buyer, we want to help!


This week, we explore a professional development model inspired by the lifesaver walk, introduce you to an outcomes-driven marketing model, and offer some ways to create better content by getting your subject-matter experts involved.


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Thanks for reading,





Perry Rearick

Chief Editor | Follow Your Buyer


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"Change is the dominant fact of life in every business today. And the ability to master and exploit change has become one of the most sought-after management skills. This is particularly true in marketing, where the very tempo of change is constantly quickening.” This was how John D. Louth, a principal at McKinsey, opened his presentation to a group of executives in 1964.1 It was true then, and it is true today.


Despite Louth’s clairvoyance, how many of us are intentional about helping our marketing and sales teams adapt to change? 

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Looking to stay ahead of the competition, companies today are creating lifelong learning programs for their employees, but they are often less effective than they could be. That’s because they don’t inspire the right kind of learning: the creation of new knowledge, not just the transfer of existing knowledge about existing skills.


In this Harvard Business Review article, John Hagel shares the results of his research, that those who are motivated to lifelong learning are spurred not by fear of losing their jobs, which is often the motivation given, but by what he calls the “passion of the explorer.” Read more here: What Motivates Lifelong Learners (