Why it’s Important
"Sales Performance is tied to sales lead performance, which is tied to your marketing budget. Period."
Clint Eastwood said it best in the movie, Sudden Impact, “It’s just a question of results. Everyone wants results, but nobody wants to do what it takes to get it done!”
The result most CEO’s want is a steady increase in predictable sales performance on a month to month and quarter to quarter basis. To get that result it takes consistent spending on lead generation dollars that brings in a predictable quantity of sales inquiries which yield a predictable number of sales ready leads which leads to new sales for the company. It seems, however, not everyone understand what it takes to get it done.
While most C-level managers realize that build-and-ship schedules are tied to sales performance, few understand that sales performance ultimately is tied to sales lead performance and the marketing budget.
Reduce your lead generating marketing funds and within 30 days inquiries will slow down in proportion to how much you have cut the budget. The frightening subsequent sales failure happens within 60-90 days when sales plummet because the pipeline of prospects has slowed to a trickle. Not to put too fine a point on it, but this is a prime example of cause and effect.
Consistent sales performance can be obtained by enlightened C-level managers who understand that marketing dollars spent on lead generation are a safe and predictable investment in the hands of a knowledgeable CMO who measures each and every campaign ROI.
This supposes of course, that the CMO wants to measure and be measured.
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