Should Modern Marketers carry a Quota?

Marketing carrying a quota? This is one question that has been tossed around for years. In today’s corporate culture it is essential that sales and marketing teams are inter-dependent. That is, they must collaborate on the demand generation funnel such that there is one view of the truth. If this is so, then why wouldn’t marketing carry a quota…it’s called Marketing Contribution to Revenue.

Today, achieving this number and growing it should be the goal of marketing departments worldwide. As illustrated in the book, The Goal by Eliyahu M. Goldratt, if companies don’t make a profit they aren’t in business anymore. This philosophy goes along way to supporting the premise that marketing should carry a quota. More and more, clients we work with are adopting this strategy with great success. Why?

Simply because it increases effectiveness in marketing campaigns and spending and ultimately creates affinity with sales team members. Remember, with your sales team, modern marketers are sunk. Without total allegiance from your sales team members, leads will not be followed up with, and thus, marketing contribution to revenue is unattainable.

So what should the number be? In some organizations it is as much as 40% of the total revenues. This needs to be developed internally, but the number should be something that gets the attention of sales team members. Then, that number should be checked quarterly against results and reported with trending and such just like pipeline and forecasting. This gives you a clear indication of how demand generation professionals on your team are doing.

After all, the era of batch and blast and see what sticks is coming to a close. Measure Marketing Contribution to Pipeline and see what happens to revenues. It is really something.

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Creating reality.

What if our world is a direct reflection of our thoughts and beliefs? How does this impact marketing automation? If we believe something, do we have the power to make a difference?

Consider that as modern marketers, we hold the keys to companies success or failure. We have the opportunity to directly impact the bottom line. To that end, our core beliefs have the ability to either set us up for success or destroy our future. Here are some lessons learned over the years…

1. How you do anything is how you do everything! This phrase as many of us know has some element of truth to it. I sat next to someone yesterday who said, “My clients don’t follow through.” If that is your belief, then, your clients will not follow through. I, for one, believe my clients are awesome and always believe they want the best for themselves and their companies. Thus, my experience of my clients is nothing short of amazing.

2. We create our reality. Don’t like what you see? Then change it. Don’t complain, condemn or criticize. Simply make some small changes inside you. For example, five years ago, I looked at my life and wasn’t so excited about the results. Today, I have more love, more prosperity, the “best” clients and all because I chose to change my mind. It is true, change your mind and you will change your world.

3. What you focus on expands. For awhile in my life, I focused on the negative. So, my life reflected that through lack, despair and frustration. Today, I have learned to focus on the good. I expect good. I know that good comes from every situation and I expect nothing less. When I do make a mistake, I admit it quickly and fix it. We are not perfect after all. Thus, my life has transformed simply by the ideas I am focusing and giving my energy to.

How does this all apply to Marketing Automation?

Well, I have been in companies and on teams where there is very low expectations. The result, very limited progress. I have been on teams and in companies where the belief of anything is possible and guess what, magic happens. I have witnessed the above first hand and in marketing automation where your head is at is critical to long-term success.

Change your mind, change your world is the truth. As modern marketers, we must first and foremost, set the stage for success. People are watching…what is it you are focused on?

To your success.

Creation vs. Marketing Automation

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Tadpole to a Frog.

A Tadpole to A Frog…Explore How Leads Evolve…

Did you know a tadpole lives in the water, has no legs and is not a fish? Although they may look like a guppy, they are not.  At this stage, a tadpole just simply doesn’t reveal the features of its grown self as a frog. Similarly, leads may come into the system looking like one thing and grow up to be something entirely different. Let’s explore this  by sharing the Life of a Lead and how it grows from a mere tadpole to a frog with four legs…truly a metamorphosis.

Marketing gets leads from many places. Some from the web. Others from Field Marketing campaigns. Still others from the call center or advertisements. Sure enough, these leads hit the system daily. These leads could already be grown frogs with four legs and acclimated to land. In other words, some leads come to us ready to hit the ground a hoppin’. Others, are like tadpoles, and simply need some time to nurture. These leads need time to grow and mature to become truly active frogs.

So, in some organizations, leads come into the system and only frogs (A and B leads) go to you the sales team. The remaining leads remain in the pond for further nurturing. We take the tadpoles and help them on their way. Sometimes we send them an email update. We might call them from time to time. In fact, we may even reach out to a specific segment of them and do a focused one-to-one nurturing campaign. Either way, that is the commitment of marketing to the sales team to move those tadpoles along their way to becoming Frogs.

Together, marketing and sales can team to develop tadpole leads into frogs. What this requires is patience and more importantly, feedback. Marketing should want feedback from sales on good leads. Marketing should want feedback on leads that just don’t work out. This helps marketing gauge what leads being sent to sales. With this, marketing can use sales help specifically with three things:

  1. Always update, convert or close leads
  2. If converted, enter in opportunity amount
  3. Close all opportunities and update the amount as necessary

So, when sales has a lead that shows up as a Frog, record it as an opportunity so marketing knows that was a good use of sales team members’ time. So help marketing help sales…let’s get those frogs a hoppin’!

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