It’s natural to avoid making sales calls. Especially for the introvert and internal thinker. (I am both.) I love talking to people, but when it comes to reaching out to someone I’ve never met on the phone I have resisted.
I’m stating the obvious - you need both marketing and sales functions in your business to grow your revenue. Whether you’re one person wearing both hats or, your company has multi-person teams doing the work, there are certain realities. Marketing’s job is to generate leads. Sales’ job is to work leads and close them. You have two functions, two teams with the same ultimate goal - generate revenue.
As we talk with executives of second stage companies on a strong growth path we’ve discovered they have a number of challenges in common. One of the biggest challenge is managing the marketing and sales function to keep the company growing while continuing to provide great service to their customers.
Success in marketing, like any business activity, must be measured. As marketers, our performance is measured by the number of leads we generate, and often the number of those leads that become closed business.
Lead generation from your website is pretty simple, right? You have a lead magnet offer. Check. You set up a landing page with your offer on your website where visitors can download that offer in exchange for their contact information. Check. And then...silence. What went wrong? Where are all the leads you've promised to deliver?