I am surprised at how few companies have a real marketing plan to guide their sales growth for the year. They spend from 3-20% of annual revenue on marketing, 6-20% on sales and they approach a new year with the attitude of pushing the "play" button from last year.
Without the Marketer, Most B2B Companies Would be Regional Door Knockers
"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. Real wealth. Hardcore, measurable, bottom line profitable dollars that drives the growth of our 11,000,000 plus businesses in the US."
It was early September, late in the afternoon on a Friday as I remember, when the company president called me into his office. It was a medical device company, which had gone public in the previous year. Sales were going well, so far.
He started off quickly and got to the point.
“I need a favor,” he said. “We have to cut the budget substantially in this upcoming last quarter; I need $400,000 from Marketing. Please get back to me on Monday and let me know where you can cut.”
All know the way; few actually walk it. ~Bodhidharma
Bodhidharma was a Buddhist monk who lived during the 5th/6th century CE. (1) His famous words echo today for marketing. This blog entry has been one of the best read of our 1205 blog entries and 145,641 views. We have repeated it three times in eleven years. It is also one of the shortest we have published.
Of course, this applies to Buddhism and the long sought after burst of enlightenment, but it also applies to many everyday life goals.
Everyone knows the way to prove the ROI for lead generation programs, right? So if this is true, and everyone knows the way, why do so few take the walk?
There has always been a dose of fear or anxiety over reporting results that might be mixed, and fright that if a lead gen program doesn’t do well, the whole department will be held dreadfully accountable.
Starting at 9am Pac: David Dulany of Tenbound is Darryl Praill's guest on INSIDE Inside Sales. Mari Anne Vanella launches Outstanding Outbound with her guest, Joe Brown of kare. Anthony Iannarino joins Paul Petersen on CRM Radio. Matt Heinz discusses Style vs Function: The Importance of Design and UX in B2B Applications with his guest, Andrew Hally.
Susan Finch shares with you the next book for your nightstand that is completely highlighter worthy as she welcomes authors Tom Williams and Tom Saine to talk about their book, The Seller's Challenge: How Top Sellers Master 10 Deal Killing Obstacles in B2B Sales. Cyndi Greenglass wraps up the broadcast day with morning news anchor, Angela An as they give you tips on how to turn statistics into a story.
Guest: David Dulany, Founder/CEO Tenbound @tenbound @DKDINSF
Topic: Do You Have a Mindset for Success?
Guest: Joe Brown, SVP WW Sales for Kare @karehq
Topic: Where AI Fits Into The Big Picture of Sales
Guest: Anthony Iannarino @iannarino
Topic: The Most Important 6 Word Question a Sales Reps Can Ask
Guest: Andrew Hally @andrewjhally
Topic: Style vs Function: The Importance of Design and UX in B2B Applications
Guests: Tom Williams, Tom Saine authors
Book: The Seller's Challenge
Guest: Angela An, Morning News Anchor
Topic: Turning Statistics into a Story
Subtitle: How to identify Your High-Value Prospects-Before You Run a Program
Published by/Authors: Dan McDade CEO of PointClear
Gated: Yes – a small gate
“Reporting on revenue created by marketing by source is the only truth that counts. Marketing now controls the majority of the pipeline and with it comes revenue responsibility.”
Digital Marketing overall has a growing interest for us. As such we are looking at salaries for these positions. We will search out salaries and job descriptions and conduct interviews on SLMA Radio (Live) and podcasts about digital marketing management.
Why it's Important
SLMA's interest lies in measurement of marketing because we believe if you can't measure it you can't manage it.
Our last salary post about digital marketing is this one: