It seems like this is a never ending cycle of executives who "know marketing" miss revenue goals and ask for more leads. Not sure if they think they can deposit leads into a bank. Last time I checked, they only take cash. This gap between what an executive thinks they know and what they actually know does not seem to be closing.
It could be because many executives come from a financing background, and the cold hard math of A + B = C. Except when it does not. Maybe if more marketers sat in the big chair there would be more understanding of the constant and on-going need to build the brand. It's the one recurring activity that should never end. The summation of who you are and what you offer in the market, the features and benefits of what you provide and the trust that you can deliver.
Brand is one of the best shields against the onslaught of AI deception headed our way. Brand is where the marketing qualified leads drive sales qualified opportunities. And while you may miss revenue and think you can mine a newsletter file for new business, you are likely focusing on the short term needs over the long term needs and still have not found that balance. You may even sit in a room and say you have a strong brand here, and a non-existent brand there, and then wonder aloud if you can mine those newsletter subscribers for business in the new market. That answer is almost always no.
It's not one or the other, it's yes, build brand, it's yes build demand, its's yes, capture and convert the demand. And no one gives a flip about a person reading a blog post or a newsletter as much as the person asking, "What's our path to working together?"
Velocity comes from the machine working in concert, not from the parts.
Love this + yeah that’s a strong point about the backgrounds of most execs. Probably a combination of what’s taught in schools/MBA programs and the archetype of where those individuals do/don’t gravitate toward over their careers.
It's been a hot minute since graduate school. An MQL is a person. An SQO is a Deal. Ideally, an MQL fosters a Deal but not always. Could be my background in database marketing where I scored buyers, but they were all buyers. Often when we took the "buyer" profile and applied it to others with similar descriptive stats like demographics, the prospecting fell short. Could have been the descriptive stats were wrong, could have been the context of the buying and where the consumer was at the time. It's rarely ever a simple "add more leads" and get more sales.
It seems like this is a never ending cycle of executives who "know marketing" miss revenue goals and ask for more leads. Not sure if they think they can deposit leads into a bank. Last time I checked, they only take cash. This gap between what an executive thinks they know and what they actually know does not seem to be closing.
It could be because many executives come from a financing background, and the cold hard math of A + B = C. Except when it does not. Maybe if more marketers sat in the big chair there would be more understanding of the constant and on-going need to build the brand. It's the one recurring activity that should never end. The summation of who you are and what you offer in the market, the features and benefits of what you provide and the trust that you can deliver.
Brand is one of the best shields against the onslaught of AI deception headed our way. Brand is where the marketing qualified leads drive sales qualified opportunities. And while you may miss revenue and think you can mine a newsletter file for new business, you are likely focusing on the short term needs over the long term needs and still have not found that balance. You may even sit in a room and say you have a strong brand here, and a non-existent brand there, and then wonder aloud if you can mine those newsletter subscribers for business in the new market. That answer is almost always no.
It's not one or the other, it's yes, build brand, it's yes build demand, its's yes, capture and convert the demand. And no one gives a flip about a person reading a blog post or a newsletter as much as the person asking, "What's our path to working together?"
Velocity comes from the machine working in concert, not from the parts.
Love this + yeah that’s a strong point about the backgrounds of most execs. Probably a combination of what’s taught in schools/MBA programs and the archetype of where those individuals do/don’t gravitate toward over their careers.
It's been a hot minute since graduate school. An MQL is a person. An SQO is a Deal. Ideally, an MQL fosters a Deal but not always. Could be my background in database marketing where I scored buyers, but they were all buyers. Often when we took the "buyer" profile and applied it to others with similar descriptive stats like demographics, the prospecting fell short. Could have been the descriptive stats were wrong, could have been the context of the buying and where the consumer was at the time. It's rarely ever a simple "add more leads" and get more sales.