Are You Playing To Win or Playing Not To Lose?

2020-08-19

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#SuhailKhan says that where marketing is asking for budget, they should also agree what they are going to deliver to the functions they support and then be held accountable every quarter or half year for their contribution to the results of sales, account management, customer success and renewals. What you measure happens, What you don't, doesn't. Measuring marketing on the number of leads with no measure of quality means marketing will deliver "X" number of leads but if they're crap, they are worse than worthless. Bad marketing sucks the profits...

What you measure happens, What you don't, doesn't.

Measuring marketing on the number of leads with no measure of quality means marketing will deliver "X" number of leads but if they're crap, they are worse than worthless. Bad marketing sucks the profits of your business dry and is symptomatic of the disconnect between marketing and the rest of the sales organisation. Not only that, the lack of alignment means sales resources are distracted by pursuing non-opportunities, speaking to the wrong people, and leads to internal conflict and a blame culture.

Without shared KPIs and common purpose sales and marketing will be at odds. Compensation that drives the wrong behaviours must be scrapped in favour of reward mechanisms that align purpose and intent across your organisation.

Good marketing spends time talking to customers. Why did we decide to invest in marketing? Marketing isn't cheap. If we're doing marketing because everyone else does it or because we intend to support sales AND deliver what our customers want and need.

Contact Suhail via LinkedIn at linkedin.com/in/suhail-khan-80bb25

Twitter: Suhail_K

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