The message is that Marketers are the creators of wealth in B2B Companies
"Nothing happens until the sale is made," is most often quoted as a lead-in to praising salespeople. And the speaker is almost right, but we know that deep in our B2B marketing hearts, it all starts sooner than that.
"In B2B, nothing happens until the marketer creates demand. Without the marketer most B2B companies would be regional door knockers; they would not be able to go beyond the reach of their salespeople. Marketing in B2B companies creates Wealth. I mean real wealth. Hardcore, measurable, bottom line profitable dollars that drives the growth of our 11,000,000 plus businesses in the US."
The first rule in ridding a motorcycle, my father taught me (under the protest of my mother about a Harley I had just bought) is to keep your eyes on where you want to go and the bike will follow. Not unlike advice every marketing manager should heed.
"Right now, close the door to your office, clear the white board and fill it with where you want the company and the marketing department to go. Think forward. "
You won’t get a 20% market share growth by thinking last year’s 10% was good enough. Repeat this and eventually you’ll be a failure.
You won’t reach 50% in qualified leads for the salespeople by thinking last year’s 10% was good enough. Repeat last year and you’ll eventually be a failure
Why it Matters
"You can’t reach a 100% follow-up of sales leads if you think last year’s 25% follow-up is good enough. It’s average and not competitive. Repeat last year and you’ll eventually be a failure."
Benjamin Franklin said "Well done is better than well said." about 229 years ago and it is still fresh today.
With the talk we have heard about CRM and the progress marketing automation has made for the last ten years, most marketing managers are still not walking the talk when it comes to measuring ROI for lead generation. I just didn’t realize how much insight Ben had into marketing.
James Lenskold the author of Marketing ROI certainly nailed it when he taught marketers how to stop talking about marketing ROI and start proving it. I am sure every marketer would like to hear “Well done" instead of just well said.
With a shrug she said, “I do what we did last year. We have a marketing plan,” she continued. “We review last year's spend and and make adjustments, usually on a budget the CFO gives us.”
Is creativity something that only right brained people own or can it be developed and nurtured? Creativity is an odd, evasive trait that most people say they have, but few can practice with regularity.
Forecasting requires marketing to estimate the number of inquiries your salespeople will need to make quota in 2018. It is one of the CMO’s most important functions.
It sounds funny, but there is, or should be, a price to pay when we are less than pleasant, respectful, kind toward those we have hired to do a job. Just because we pay people doesn't give us the right to be rude, irritable, condescending or mean. I am reminded of this by my children when the seventh junk call of the day comes through and interrupts my day because it has a spoofed area code that "may be someone I want to talk to." They remind me that people don't typically set out to take terrible jobs because they get joy from it. They do it to put food on the table. Take that up to professionals we hire for accounting, our legal needs, sales training. They welcome you into their office in hopes that they can help you solve a problem, help make you more money and lessen your burdens. This is difficult when you arrive in attack mode carrying the weight of your day or week, misunderstandings, or even fear. Stop. Breathe.