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Episode 4 – 'What’s Wrong With Revenue?' Why Short-Term 'Get Me Leads Today' Thinking Won’t Produce Revenue

This show aired LIVE on September 29, 2021. To watch the show on demand, click here.

In this episode of What’s Wrong With Revenue?, we talked about how many CEOs say they’re long-term oriented but then demand their marketing team generates leads in the next 30 days.

We talked extensively about how marketing teams, whether in-house or agency, change their thinking when they have to produce leads in the short term. Just to cut to the chase, they move away from quality and focus on quantity. This move generally doesn’t produce revenue, and it often wastes time and money.

LIVECast-episode-4-GraphicLong-term thinking is mandatory when it comes to revenue generation, especially when you’re starting a digital transformation initiative that might be from the ground up.

A number of major initiatives or foundational pieces need to be installed before you can expect any real, high-quality lead generation. Your story, your content marketing strategy, your website, your SEO and your sales process work all need to be done first.

Rolling out a demand generation, account-based marketing (ABM) or paid media campaign before these foundational elements are up and running productively will kill your chances to drive revenue month over month.

This means CEOs have to be long-term oriented and patient when it comes to revenue growth. You think you’re being directive, but instead, you’re being disruptive.

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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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