About Shehan Wijetilaka

Shehan is an expert in marketing strategy and sales execution. His insights are backed up with over 25 years of demand creation experience in senior sales executive roles, including running a $100 million business line. He also has deep insights in developing new digital business models and is passionate about social media. Shehan has published many research papers and articles. He also speaks regularly at industry forums and conferences on topics such as Business Strategy, Value Creation, Centres of Influence, Demand Creation Strategies and Digital Disruption. Shehan has a B.Sc Honours Degree in Electronics Engineering and Physics from Loughborough University, United Kingdom. He has worked for IBM Corp, Telstra and Huthwaite.

Permission-marketing basics

Clients are more sophisticated and discerning than ever before. They are more likely to feel turned off by intrusive marketing messages that interrupt their enjoyment whilst browsing or viewing your content. How much damage is being done to your brand by provoking clients (or prospects) with annoying messages? What does this do to your levels of client [...]

Digital Tribes: Why cost, convenience, and customisation hold the key to customer loyalty

It’s time to employ individualised marketing techniques to remain connected with your customers. Gone are the days when basic segmentation was all you needed to pinpoint your target audience. Customers are more than age, gender location and income levels neatly filed in your database. You’ve really got to know what your customers want at [...]

By | September 6th, 2016|Step 3 - Client Segmentation, Step 8 - Digital Strategy|

Strategy for Growth: Less is more

“Work smarter, not harder” has never been a more appropriate motto. The focus should be on the skill, and not the activity when confronting selling in a down-market. Extending this to the current economic climate, there is little point in driving the sales team to have more meetings with clients. This will simply mean they [...]

By | August 17th, 2016|Step 4 - Growth Strategy|

How changed customer buying patterns impacts your sales growth?

Planning for revenue growth is one of the most critical components in today’s business world - it is also one of the most misunderstood elements. The two key aspects of your Growth Plan are:  first, developing it and then executing it. Very few companies succeed in both. You can make a start to your growth plan by [...]

By | July 6th, 2016|Growth Planning|

Concentrate to succeed: 5 reasons to segment your clients?

Client Segmentation enables the concentration of your valuable and scarce resources to grow your business. What is Client Segmentation? It is the subdivision of a market into discrete client groups that share similar characteristics. Here are 5 reasons why successful companies adopt client segmentation: Provides Focus: It provides a powerful means to identify client needs [...]

By | June 8th, 2016|Step 3 - Client Segmentation|

Even cappuccinos and cake need a digital strategy

Australians are among the most addicted smartphone users on the planet. And it’s not just teenagers or digital natives either. We check our mobile devices up to 110 times a day. Addicted to smartphones This addiction to mobile and the transition to mobile first impacts everything we do. At home and at work. Which [...]

Strategy for Growth: Gaining a premium price

Clients define value by looking at the differential between the perceived benefit and the actual cost of your proposal. The need to obtain more value, with a higher degree of certainty, becomes more pronounced in a sluggish economy. This leads us to the most fundamental equation of value creation: Value = Benefits - Cost [...]

By | April 17th, 2016|Step 4 - Growth Strategy|

How spotting rockstar potential can help grow your business faster

When it comes to spotting rockstar talent, there’s no one quite like Simon Cowell. Through his work on Pop Idol, American Idol, The X Factor and Got Talent shows around the globe, he’s a master at choosing the next big thing. He’s been involved with everyone from One Direction, Olly Murs, Westlife, Susan Boyle [...]

By | April 10th, 2016|Growth Planning, Step 4 - Growth Strategy|

Creating demand for professional consulting services

A poll of 217 current and former Formula One drivers nominated Ayrton Senna as the Greatest Formula One Driver of all time. In a glittering ten year career that ended with his untimely death, Senna had 41 Grand Prix wins. He also secured 3 world championship crowns. But what stands out most is his [...]

By | March 12th, 2016|Step 4 - Growth Strategy|

Strategy for Growth: Shift to lowering risk

To stimulate demand in tough times, reducing the price is a typical strategy that is floated by many business owners and executives. Cutting prices by skimping on service delivery is not likely to thrill the client or ensure loyalty. At best, this is a short term strategy that can be very elastic. Worked example: Airline [...]

By | March 1st, 2016|Step 4 - Growth Strategy|