You formulated a brilliant marketing strategy and executed a flawless campaign. By now everyone has heard about your clearly superior product. So why aren't you selling more?

No matter how good or valuable it is to users, a product rarely "sells itself." Although sales and marketing are highly interdependent, they are not the same. To their detriment, many early stage companies make the mistake of treating sales and marketing efforts as one and the same. Without marketing, you lack leads to pursue, but without solid sales strategy and techniques, your closing rate falls short. Obviously there must be a balance between marketing and sales. Unfortunately, many entrepreneurs find their comfort zone in marketing, not sales, and therefore neglect or are unaware of the sales role.

Join Jim Gillis, principal partner and vice president of engineering with ADM Systems Engineering, Paul Phillips, director of business development for Precision BioLogic, and Eldon MacKeigan, a partner at Sandler Training, as they discuss the difference between marketing and sales, the importance of sales, and how to create a proactive and effective selling system to grow your company.

Jim Gillis, principal partner and vice president of engineering, ADM Systems Engineering Ltd. ( - Jim has 17 years of experience in instrumentation and controls from both a technical and sales perceptive, as well as 10 years experience as an engineering manager. ADM Systems Engineering is an engineering and software development firm that specializes in automation, data management and mechanical services for industrial facilities. The company has four office locations in Canada and partner locations in Australia and New Zealand.

Paul Phillips, director of business development, Precision BioLogic Inc. ( - At Precision BioLogic, Paul leads a direct sales team as well as channel partners. He has experience in international sales as well as in the electrical, electronic manufacturing, and medical device sectors. Precision BioLogic is a dynamic Halifax firm with a team of 50 people that develops, manufactures and markets blood diagnostic products used by leading medical institutions across North America and Europe.

Eldon MacKeigan, partner, Sandler Training ( - Eldon has over 33 years in business development. As partner with Sandler Training, he provides professional coaching and sales management solutions to companies building a client base for their products and services. Sandler Training is part of the Sandler network, which has 200 training centres worldwide. Entrepreneur Magazine has ranked Sandler as the No. 1 training company seven times since 1994, including 2005-2007.

Panel moderator - Stephen Hartlen, interim president and CEO, Innovacorp

Thursday, April 29, 2010
8:45 am - 10:00 am
Innovation Boardroom (formerly named Canada Post Boardroom)
Innovacorp - Technology Innovation Centre
1 Research Drive, Dartmouth, NS

As always, these gatherings are intended for Innovacorp clients and affiliates. However, if space allows, we welcome special guests. If you’d like to join us, email us and we’ll let you know about space availability.