Why it matters:
“At mid-year you must support and encourage the people who create revenue. You must retain revenue creators. You must hire and keep the best sales and marketing people you can afford because you cannot afford to do anything else. You must preserve the seed corn."
At this half-way point of the year, if sales are not on forecast, the c-suite is making decisions to support marketing and sales or hinder them because of fear. Will you huddle in a corner eating your seed corn or will you plant? Will you grow by adding revenue producers or die back and shrivel. The choice is yours.
Every company has two classes of employees, those add value by making products and those who make money by selling. If there is one class of employees you cannot do without under any circumstances it is the sales and marketing people. Yes, I said marketing in the same class as sales. Marketing and salespeople are jointly the seed corn for your company. You cannot destroy the seed corn and expect to survive.
Of course, you can weed the garden and get rid of the "B and C players" and replace them with "A Players," but you cannot under any circumstances reduce your sales workforce or the money budgeted for marketing.
"Losers lose because of their timidity and fear; their customers smell fear and destroy them by not buying. When the chips are down, winners find a way, usual through increased marketing to drive sales."
You must decide who you are. There will be winners in every industry. There will be survivors who make some other marketer die for their timid response.
I have several clients who are hiring salespeople. They are spending on marketing. They are determined to win, show no fear and make the timid and faint of heart regret their decisions. They know that salespeople make money. That is their product.
So, I ask you, what are you made of? Will you huddle in a corner eating your seed corn or will you plant? Will you grow by adding revenue producers or die back and shrivel. The choice is yours.