So just what prevents them getting there?
We have witnessed many obstacles that make the challenge harder. We call these marketing sins, with poetic licence, but really it’s a series of common scenarios that we find time and time again within the sales and marketing structure, which prevent the every day marketer from delivering against target. This is just a starter for ten, but put right, or recognised, these common mistakes and misunderstandings might make the modern day marketer’s objectives more within reach:
Lead targets – targeting marketers on delivering leads in the enterprise space drives all the wrong behaviours. It becomes a race to generate as much volume as possible when, in the enterprise segment in particular, the emphasis needs to be much more on quality. Our experience has shown that high volumes of leads result in low lead progression and when the progression of leads falls below 70 per cent sales engagement falls through the floor – meaning future leads are less likely to get the attention they need, even if they deserve it.
Consider your marketing organisation a while and think whether these ten suggestions are being truly adopted or acknowledged within your teams. If so, then you have overcome many of the significant hurdles that your peers have faced.
I am by no means saying this list is all-inclusive, I know it’s not. If you think there are far greater issues out there that should enter this list, I would be delighted to hear from you. At the end of the day, all we want is to make marketing saints of us sinners.
