The tipping point for companies who break through to their next level of growth, is when they put in place a business development function that drives predictable revenue.
Many companies are trapped in a cycle moving back & forth from a focus on selling to delivery. However, predictable growth starts with a sustained dedication to sales.
So why should your marketing be any different?
The truth is many business leaders don’t see marketing as an operation that can help build long-term predictable revenue. Instead the mindset is tactical. Like sporadic campaigns to meet an urgent need for leads.
However, leading companies have realised that marketing has moved from a peripheral function to one that is core to business development. And they see marketing and sales as one 'growth' machine – partners (albeit with very different skill sets) who work side by side to add value to customers at each stage of their buying process.
To make this work, technologies like CRM and marketing automation have become critical components - without them, you’re going to really limit what can be achieved. Creating this kind of sales and marketing operation is far from impossible - and you don't have to be a large enterprise to do it.
Here’s 3 things you should do, to move in the right direction:
First, get the right marketing leadership.
The hallmarks of a great marketing leader have changed. What used to count was experience of traditional methods – then more recently came the digital specialists. But today as digital has become a core part of marketing’s role, you now need a leader with both digital expertise and marketing know how.
With an increased focus on customer experience, they should be able to bring customer insight to the table. And with the essential role to play in partnering with sales and delivering ROI, they should be business-savvy and commercial.
Marketing needs to provide content that can be tailored by sales to support high-value conversations. Marketing can also use data to provide sales with buyer insights, such as key areas of interest.
And third, you need to get the most out of marketing technology. CRM and marketing automation platforms are really great. You can’t throw technology at something and expect it all to magically work. You need the right skills, so get in new people or train those you’ve already got.
This kind of marketing operation is more possible than you might think. And it’s easier to put in place than it is for your larger competitors. You can implement it step by step and as you do you’ll immediately see improvements.
Traditional marketing on it’s own is now bordering on the verge of being pointless, which really leaves you with 2 choices? Do marketing properly or spend your money on something else.
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