Where are marketing efforts focused on for your business? Well it should be on lead generation. That’s certainly the case for those who occupy the SME market.
Jennifer Matt of WhatTheyThink goes a step further and suggests that not only should that be the primary role of marketing, but you should actually be giving your marketing department a lead generation quota.
How many leads is your marketing team generating every month, and does this grow from month to month? These are important questions to ask and will help you come up with a solid marketing plan.
Consider not burdening your sales team with everything. As Matt puts it, “most good sales closers are horrible prospectors.” So let your marketing team do the prospecting.
Traditional corporate marketing doesn’t cut it for smaller businesses. By contrast, putting the focus on lead generation will put you leagues ahead of the competition.