Driving Marketing Success
Getting the most from your marketing starts with aligning goals, strategy, and budget with the appropriate tactics and tools. In our experience, however, most organizations tend to manage marketing at a tactical level, thus the proverbial tail that wags the dog. As a result, business initiatives fall short, and the ability to tie budget to pipeline becomes a pipedream.
Do you have an inbound strategy? What are you doing for outbound? Is your CRM system organized by segments such as customers, prospects, partners, etc.? Are you using CRM and marketing automation tools to drive campaigns? Finally, do you have full transparency of campaigns and how they flow through the funnel and convert to sales?
If you said yes to these questions, congratulations. You need not read any further. Consider yourself a marketing rockstar.
However, given the complexity of marketing campaigns and automation tools, it is difficult to orchestrate the many different moving parts, especially when you have multiple products and services targeting different personas and market segments. To successfully generate leads and secure opportunities, organizations must be both strategic and tactical. Failure to do so, as Nucleus Research reports, results in 30 percent of salespeople wasting time pursuing improperly qualified leads.