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August 2012

Beyond just ‘good enough’

No one intends to be just 'good enough'; over time it just happens.  To some. 


If salespeople don't follow up on all sales leads, is some follow-up good enough? After all, these people don't report to Marketing.

When Marketing can't seem to create qualified sales leads, are the leads good enough to help salespeople make quota? Most likely not.

For C-Level Management, is it good enough to have a CRM system even if salespeople don't like it and use it only when they must?

Is it good enough for MarCom managers to stand between the warring factions of Sales and Marketing and not take a leadership role to bring the two together?

 Step up. Don't be just good enough;

go beyond good enough.


Being 'good enough' isn't good enough anymore. Marketing is in a position unlike any in the last 50 years. It can control corporate growth by creating demand and managing that demand with sales lead management tools. But there has to be a desire to be more than 'good enough.' There has to be a desire to take command of lead generation, create qualified leads, measure what they manage, and nurture prospects until they're sales-ready, and then do it all over again. And again.

There isn't room for someone who is just 'good enough.' Good enough isn't going the extra mile to help Sales make quota.

You have heard me say that pound for pound Marketing creates more wealth for the average B2B company that any department in the company. But to be recognized for it, you can't be just good enough.

Beyond good enough requires leadership, being held accountable, teamwork for Sales and Marketing, and a keen eye for what works, with the guts to measure everything and trash weak lead generation as soon as possible.

It also requires a sales lead management system that is world-class, all encompassing, and comprehensive enough to prove a return on investment for every lead generation dollar spent.

Step up. Don't be just good enough; go beyond good enough.

Neil Armstrong: Memories of what lies at our core.


"Get up, Susie, get up! They're about to land on the moon! Come on honey!"

I had just turned four. I rubbed the sleep from my eyes and raced downstairs. No need to tell me twice. I'd been waiting for this moment for weeks!

My dad worked for Rockwell International Space Division in Downey, California. Neil Armstrong was just one of the celebrities and heroes I was taught to appreciate, imitate, and aspire to be. Television, music and other "entertainers" were just that - entertainers.  People who brought the dream of landing on the moon to reality, and Neil Armstrong with his first walk on the moon were the pioneers embracing the spirit of going beyond the ordinary for the greater good.

Continue reading "Neil Armstrong: Memories of what lies at our core." »

SLMA Radio: Jeff Gordon and Jeremy Sacco from BuyerZone

SLMA Radio host Jim Obermayer asked Jeff Gordon and Jeremy Sacco from BuyerZone to talk about the highlights of the BuyerZone and LeadsCouncil research report: The State of B2B Lead Generation 2012 BuyerZone and LeadsCouncil research report: The State of B2B Lead Generation 2012

Listen Now:icon for podbean  Standard Podcasts [00:47:36m]: Download | Embeddable Player

Some highlights include:

What was surprising about the results of the survey of 212 repsondents?

  • Usage of CRM systems 56% currently using some type of CRM system.
  • Among those who use CRM, leading brand - - 21% of responding companies.
  • Of those not using CRM - 30% using Excel instead. At least they are doing SOMETHING.
  • 30% don't know what CRM is - shocking! One theory is perhaps it's a terminology issue.  Perhaps they call it "salesforce" or "content management" or some other term used in their company.
  • 78% of larger businesses surveyed currently using CRM.
  • With regards to Marketing Automation such as Marketo, 90% of respondents are NOT using Marketing Automation.  More people should be diving in based on the number of lead sources. You get more sources and better ways to follow up.

Report is a free white paper on their website. location. Conducted survey with partnership with LeadsCouncil, members of that group, and other outreach helped to collect 212 respondents.

Continue reading "SLMA Radio: Jeff Gordon and Jeremy Sacco from BuyerZone" »

SLMA Radio: Tony Tissot of eTrigue Talks About the Marketing Automation Fear Factor

image from slma.podbean.comSLMA Interviews Tony Tissot, Senior Director of Marketing at eTrique.

The host of SLMA Radio, Jim Obermayer asked Tony about the “marketing automation fear factor” that seems to grip marketing management that is considering marketing automation.  Obermayer asked how eTrique helps companies justify the cost for marketing automation.  Plus, SLMA Radio wants the inside story of how eTrique increased one company’s web visits by 64%.   Hype or reality?  Tune in to hear for yourself.

Listen Now:

icon for podbean  Standard Podcasts [00:52:59m]: Play in Popup | Download | Embeddable Player 

Some highlights include:

Why should every company consider marketing automation?

"It's an ambiguous term, difficult to define.
It's using software to automate the types of marketing tasks that you are probably doing now.  If you are using outbound email campaigns, tracking analytics, social media, and communicating with sales about the kinds of messages you want in the outbound marketing more than likely you'll do an outstanding job when you start to automate those processes. You need to be good about the fundamentals about marketing and in good communications with sales as to what your goals are and what consistutes sales ready leads to get great success. If these are not true, automation won't really help.

Gathering this information allows sales to engage with prospects with greater success.
Goal is to help automate the things that let you engage with prospects, identifying, qualifying, targeting to build automated sets of communication to those folks."

Continue reading "SLMA Radio: Tony Tissot of eTrigue Talks About the Marketing Automation Fear Factor" »