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In This Issue SEPTEMBER 2015 Volume 8 Issue 9 www.cbj.ca IN THIS ISSUE ► Who is Your Pay-for-performance Non-profits: Time to Chief Sales Officer? In PR is Growing Claim Social Enterprise THE BATTLE FOR 24 SUSSEX In World Business Class we’ll tune into your rhythm You may cross one or more time zones during your journey. Whatever rhythm your body and mind are in, we accomodate our service to your sense of time. When do you want to sleep? When and what do you want to eat from our menu? Other wishes? We’ll get it just right for you. Visit klm.ca for more information. Editor’s NOTE We are currently in the midst great vision – and action. There is also a plan on of the longest-running federal the table called CalgaryNEXT, which will include election campaign in more replacing the aging Saddledome where the NHL’s than a century and there are signs that voters Flames play. A new home for the CFL’s Calgary are considering a major shift from right-wing Stampeders, an amateur fieldhouse and a large conservatism to far left-wing socialism. Assuming venue for conventions is also being planned. the polls are even relatively accurate, Tom Mulcair Greece’s (former) Prime Minister Alexis Tsipras and the NDP are currently sitting in the catbird announced his resignation and immediately called seat. There is little doubt that the cumulative for an early election. Tsipras says he has a moral campaign is going to expand in intensity as we obligation to go to the polls now that a third head towards the big date on Oct. 19. Our cover bailout has been secured with European creditors, story takes a look at the four main party leaders following Germany’s lukewarm agreement. The and their platforms, which for the opposition overall bailout package is worth about $96 billion parties means focusing predominantly on the U.S. over three years. If Greece wants to remain in economy. Technically, Canada did descend the EU, it better get its financial business in order into recession after recording two consecutive on this third attempt – which will also be its last. quarters of negative growth. However, from a Next time there will be no Germany, France and IMF pragmatic standpoint it should be noted the leading a bailout brigade. declines were almost imperceptible and there Did you know? Amazon.com employees was in fact an uptick in June… just not quite spend two days every two years working at the enough to reach positive GDP growth for the customer service desk — even the CEO. The entire quarter. It’s something to consider when thinking is that it helps all workers to better confronted by those screaming RECESSION as understand the customer service process. In World Business Class loudly as they can. Other than the U.S., Canada has fared far better economically than most Angus Gillespie we’ll tune into your rhythm any other country during this entire global oil @CanBizJournal upheaval. It helps to keep that in perspective. The province of Alberta has been hit hardest by the drop in oil prices with 38,000 jobs being You may cross one or more time zones during your journey. Whatever rhythm your body and mind are in, we accomodate our service lost, but Calgary continues to show tremendous to your sense of time. When do you want to sleep? When and what do you want to eat from our menu? Other wishes? We’ll resiliency thanks to a diversified economic base get it just right for you. Visit klm.ca for more information. that extends well beyond resources. Mayor Naheed Nenshi has proven to be a leader with Cosmo Business Mannella Manager Secretary- Luigi Treasurer Carrozzi Joseph S. President Mancinelli Vice- Carmen President Principato The Labourers International Union of North America Robert Recording has been building careers and communities since 1903 Petroni Secretary • Bricklayers • Cabinetmakers • Carpet Installers • Cement Finishers • Certified Welders • Concrete and Drain Formers • Concrete Masons Executive • Drywall Finishers • Forklift Operators• Formworkers • Front-end Drivers Jack Board • Front-end/Roll-off Operators • General Labourers • House Framers Oliveira • Licensed Mechanics • Painters • Plasterers • Roofers • Stone Masons Member • Tile and Terrazzo Setters• Aircraft Re-fuelers • Baggage Handlers • Cemetery Graveyard Diggers • Cleaners and Caretakers • Carpentry • Exhibit and Display Workers • Grader Operators • Health Care Workers • Factory and Processing Plant Workers • Food Service Workers Executive • Personal Support Workers • Hospitality Workers • Car Park Attendants Mike • Housekeepers and Laundry Services • Landscapers and Groundkeepers Maitland Board • Railroad Workers • Shipyard Workers & Dockhands • Sanitation Workers Member With over 75,000 members across Ontario, Executive Jim LiUNA is committedto providing a better life, Board Member MacKinnon through highly qualified skills training Labourers’ International Union of North America Ontario Provincial District Council 1315 North Service Road E., Suite 701 Oakville, ON L6H 1A7 Tel: (289) 291-3678 • Fax: (289) 291-1120 CBJ Team Angus Gillespie | Editor-in-Chief | [email protected] Vladimir Lukic | Creative Director | [email protected] Anisa Saeed | Jr. Ad Designer | [email protected] Sameer Kumar | Senior Research Director | [email protected] David Hand | Research Director | [email protected] Don Willis | Research Director | [email protected] Ian Ross | Research Director | [email protected] Danielle Cottrell | Research Director | [email protected] Patricia Steiger | General Accountant | [email protected] Margaret Zak | Office Manager/Accountant | [email protected] Naveed Yusuf | Chief Information Officer | [email protected] Stephanie Alexander-Jones | Publisher | [email protected] Michael Alexander-Jones | Chief Executive Officer & President | [email protected] Contributors | Mark Borkowski, Anthony Caliendo, Paul Eisenstein, Joe Connelly, Melonie Dodaro, Marsha Friedman, Dorothy Knight, Samita Sarkar, Brady Wilson GEORGE MEDIA INC. #601 - 30 Eglinton Avenue West Mississauga, Ontario | L5R 3E7 CANADA Table of CONTENTS SEPTEMBER 2015 | VOLUME 8 | ISSUE 9 032 CBJ FEATURES WHO IS YOUR CHIEF SALES OFFICER? – By Joe Connelly 012 CONVERSATION: AN OPERATING SYSTEM TO TALK ABOUT – By Brady G. Wilson 018 MIXING THE PERFECT SALES COCKTAIL – By Anthony Caliendo 024 COVER: THE BATTLE FOR 24 SUSSEX DRIVE – By Angus Gillespie 032 PAY-FOR-PERFORMANCE TREND IN PR IS GROWING – By Marsha Friedman 042 NON-PROFITS: IT’S TIME TO CLAIM SOCIAL ENTERPRISE – By Paul Eisenstein 046 WHAT’S YOUR BRAND CHALLENGE? – By Mark Borkowski 052 CASE STUDY: SALES PIPELINE GROWS TO $1.45M IN SEVEN MONTHS ON LINKEDIN – By Melonie Dodaro 060 024 042 060 �la�Extended Stay Reimagined Productivity can’t be achieved without balance. That’s why we go beyond business tools to offer our guests what they need to stay whole, like bikes to borrow, spaces flooded with daylight, Relax evening wine receptions, healthy grab ‘n go meals and more. Discover the essentials of balanced travel. Space to live your life Element Vancouver ● Element Vaughan Book now for 15% off elementhotels.com Denver, CO ● Miami, FL ● Lexington, MA ● Hanover, MD ● Fargo, ND ● Omaha, NE ● Lebanon, NH ● Ewing, NJ ● Harrison, NJ Las Vegas Summerlin, NV ● New York, NY ● Dallas, TX ● Houston, TX ● Vancouver, Canada ● Vaughan, Canada ● Frankfurt, Germany © 2015 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. Preferred Guest, SPG, Element and their logos are the trademarks of Starwood Hotels & Resorts Worldwide, Inc., or its affiliates. For full terms of this offer, please visit elementhotels.com Element_CanadianBusiness_Fullpage_Ad.indd 1 4/22/15 2:46 PM Funny BUSINESS Table of CONTENTS SEPTEMBER 2015 | VOLUME 8 | ISSUE 9 Business in Action 070 EDUCATION TORONTO CATHOLIC DISTRICT SCHOOL BOARD An Inclusive Learning Community Rooted in the Love of Christ 070 THE CANADIAN ASSOCIATION OF UNIVERSITY TEACHERS The National Voice for Academic Professionals and Staff 084 AUTOMOTIVE BESTBUY DISTRIBUTORS The Power of Numbers 098 MUNICIPAL ATHABASCA COUNTY At the Centre of it All 112 CONSTRUCTION THE CANADIAN WOOD COUNCIL Ensuring Recognition and Acceptance of a Viable, Renewable Construction Choice 122 HUDSON RESTORATION Filling a Much Needed Niche Market 132 TECHNOLOGY BCS CONTROLS Nova Scotia’s Controls Provider of Choice 142 FOOD & BEVERAGE SOLO GI NUTRITION “A Different Way of Thinking about Food” 148 HERO CERTIFIED BURGERS Great Taste the Natural Way 158 MANUFACTURING BROOKS INDUSTRIAL METALS Steel Service Centre 166 SERVICES MARTYN BASSETT ASSOCIATES Recruitment Specialists 174 098 112 122 132 Who is Your Chief Sales Officer? By Joe Connelly 14 Who is Your Chief Sales Officer? what they are responsible for. I always listen closely to our dialogue and in particular the remarks made over the early part of a conversation. Customer-focused Executives will always seem to find a way of mentioning something about their customer base in some manner. Maybe not explicitly mentioning customer names for confidentiality purposes, but certainly men- tioning something that clearly highlights how important customers are to the organization. It’s quite easy to spot when you simply take the time to look and listen. But what does that really tell you about them, their culture and their approach to business? Joe Connelly I recall when I was a young VP of Sales and someone on our Board of Directors (a very sea- WHEN I AM introduced to a company for the first soned individual), asked me who was responsible time, I quickly try and figure out who is responsi- for sales. I thought it was a really obvious ques- ble for sales. It might sound like a simple question, tion and so I quickly answered “Me!” Then he but the answer, often complex, can highlight how asked who was responsible for revenues. That a company thinks about sales, revenues, and most was equally as easy and again I eagerly answered importantly about customers. It normally starts “Me again!” Then, since questions tend to come when I enter the headquarter premises, many of in three’s, he asked me who was responsible for which are incredibly grand.
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