In his recent (posthumously) published book, “When Breath Becomes Air”[i], neurosurgeon Paul Kalanithi, dying of terminal lung cancer, attempts to answer the question “What makes life worth living?” During his treatment, he reached a point when there were so many specialists with competing opinions and solutions working on him that the situation reached a state of WICOS, which means ‘who is the captain of the ship?’ In this instance, the captain turned out to be Dr. Kalanithi who, as much as he was able, took charge.
This is a great book and I highly recommend it, and it got me thinking. Is the captain of the sales lead management ship? This may seem trite compared to Dr. Kalanithi’s battle and passing, but the answer to this question of leadership affects marketing budgets, which are 2-20% of companies’ revenue and 10-15% (or more) of the sales costs. After all, marketing’s lead generation efforts can substantially contribute to revenue or be a waste and drag on profits and sales productivity. The sales lead management leadership issue is crucial for a company’s success.
THE WICOS LEAD MANAGEMENT ISSUE