“I only care about leads”
These were the words spoken to me in frustration when I met with a Sales Director yesterday. It is not the first time I have heard this, it is unlikely to be the last.
Yet the marketing team is unable to deliver, but of course they are super busy.
It got me thinking about the priority of marketing and who is driving the output. Setting the correct expectation and managing to it could be the difference between a good business and a great one. A thriving business or one that struggles.
If you had to choose between a business with a beautiful website and great brochures that struggles to keep the lights on and a business that has a decent flow of good quality leads which would you choose?
Seems obvious when I ask it this way but in practice it is not done with the rigour it requires.
Perhaps it is time to revisit the true function of marketing; to supply the fuel that sustains growth and prosperity.