Companies with optimized sales and marketing organization achieve results by doing three things well. Not 50 things. Just three:
Agree on your market, media and message
Measure what matters
Deliver fewer, but better, leads to sales
The more senior you are in your organization the more likely it is that you think these actions should be (whether or not they can be) handled by others in your organization.
The reality is that not only are they not being managed by others, they’re likely being mismanaged. It’s not that your people are incompetent, they just haven’t been given the right direction. They are herded into a direction of ineffectiveness by the actions or inactions of others in your company. Here is what you must do to fix it:
Agree on market, lead definition, message
Walk out of your office and ask the
