Problem 1: Confused Marketing Strategy
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”
– John Wanamaker (1838-1922)
Bringing together a collection of marketing experts and telling them to generate leads does not always work. The copywriter might emphasize offering a year-end discount coupon to drive action. However, others on the marketing team might not understand what the copywriter is doing and advertise to affluent groups interested in quality. That’s not all. The marketing team may not coordinate their schedules which means promotions may be missed. Left managed, a confused marketing strategy makes it much more challenging to win in the marketplace.
Solving Confused Strategy
A professional marketing leader can solve a confused marketing strategy in several ways. First, they will return the marketing team to the fundamentals: who is our customer, and what do they want? Further, the marketing leader can translate high-level company goals (e.g., “increase revenue by 10%”) into terms relevant to the marketing team (e.g., increase marketing qualified leads to 100 per quarter). A focused marketing leader can often drive more leads simply by increasing focus throughout the marketing team by improving strategic focus.
Problem 2: The Disconnect Between Marketing and Sales
“Only 28% of salespeople said marketing was their best source of leads” – HubSpot
Marketing and sales departments have a long history of struggling to work together. Sales leaders are concerned with achieving their sales quota. In contrast, marketing may focus on different objectives like attracting ready-to-buy prospects. Ultimately, a lack of coordination between sales and marketing means an increased risk of not meeting its quota. Left unchecked, this disconnect can lead to executive infighting when company goals are not met.
Solving The Disconnect
Solving this disconnect requires a marketing leader who understands the value of relationship building. While the marketing team is focused on executing campaigns, the chief marketing officer can meet regularly with the sales leadership. These regular conversations ensure that sales goals and marketing goals align well together.
Of course, a successful professional relationship takes more than one person. The sales leadership also needs to invest time and energy into working with marketing. For tips on solving this disconnect, see our post: The 10 Things CMOs Need From The VP of Sales.