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Mike Lieberman, CEO and Chief Revenue ScientistTue, Apr 19, 2016 5 min read

Here's the Biggest Reason Your Sales Team Is Missing Target

{}Closing sales is tough—there’s no doubt about that. Your sales team is constantly under pressure to close more deals and bring in more revenue. Your reps have sales targets to meet, or hopefully, exceed. In this competitive market, you have to increase revenue just to stay afloat. When your sales team is constantly missing target, it’s easier to blame your reps than to come to terms with the realization that it’s not their fault, but that a systemic change is needed.

The reason your reps are failing? Because you haven’t implemented inbound marketing yet.

Inbound marketing isn’t just a buzzword. It isn’t just a trend. It’s a necessity for business in 2016. Without it, your sales team will be constantly struggling and won’t close enough deals for your company to grow. Without it, you’ll be left in the dust, behind your competitors.

Outbound Sales and Marketing Doesn’t Work

Businesses must adapt to the consumer. Times have changed and the internet has completely revolutionized the sales process. As such, cold calling and interruptive marketing and advertising tactics just don’t work anymore. Customers don’t want your sales reps calling them up, interrupting their day with your offers. And they’re throwing out your mailed brochures; they’re ignoring your billboard ads; they’re changing the channel when your commercials come on.

There’s no doubt that your profits have been plummeting, or your growth is at least at a standstill, if you’re still using these outdated sales and marketing techniques. So why are you still spending time, resources, and money on them when there’s a far more effective option available to you?

Enter Inbound Marketing

Inbound marketing was specifically created because there was a need—a need for a better way to connect with consumers in today’s world. The statistics prove it: inbound marketing increases sales, and it’s exactly what you need.

With inbound marketing, you can attract consumers to your brand, instead of having to seek them out, like you do with cold calling. You become welcomed guests in their busy lives instead of a frustration that they try to ignore. You drive targeted leads to your website—leads that are valuable, warm, and have the buying power to purchase. This is a nice change from targeting everyone and anyone with outbound techniques, which isn’t effective at all. You’ll gain your audience’s attention because you’ll give them what they want—personalized, quality content and valuable information on the purchasing journey.

What’s more though, inbound marketing makes it so much easier for your sales people to close leads. Like it isn’t great enough that your sales team will have a consistently full pipeline, but inbound uses nurturing strategies to turn leads into customers, too. By giving them more content when they need it, you can arm your leads with all of the information they need to solidify their purchasing decisions. And this makes it easier than ever for your sales team to close them. It also shortens the sales cycle, meaning that your reps will be able to make more sales in a shorter amount of time.

And that’s not all, either. Inbound marketing understands the power of delighting customers after they’ve made their purchases. And it uses strategies to continue to nurture them so they don’t go away. Your sales team will be able to more easily upsell and get referrals, and you’ll also create brand ambassadors along the way. You’ll get happy customers promoting your brand due to your positive customer experience, so you can start the cycle all over again with warm leads.

Inbound marketing is a sustainable long-term solution to your problem of low sales. When you give your sales team the power of inbound marketing, you’ll be able to set them up for success, and then everyone benefits.


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.