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When Presidents Set Unrealistic Quotas

IStock-527444717Truth be known, most quotas are set by the company president, CFO or sales manager sitting in a room, deciding on what revenue growth they want and backing into the numbers. 

It seldom has anything to do with what's possible, how marketing can help, a sales or marketing plan or whether they should hire new sales reps to bring in the increased volume.   It's pure wishful thinking based on nothing more than they want it to happen. 

The consequences are devastating.

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Is this a Fairy Tale? A Marketing Manager Builds Demand Gen Based on Sales Quotas?

IStock-802452108 (1)“Do you know,” I asked the marketing manager, “how much money to spend on demand generation, and how many leads to create?”

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.”

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Clint Eastwood said it best in the movie, Sudden Impact, “It’s just a question of results"

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Why it’s Important

"Sales Performance is tied to sales lead performance, which is tied to your marketing budget. Period." 

James Obermayer

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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!”  

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