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.
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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