As marketers, we’re often used to working in short spurts – quarter-by-quarter, sometimes month-by-month, on “tasks”. All important, no doubt, but not all tasks are as critical as filling the sales pipeline with qualified leads. After all, at the end of the day that’s what our jobs are for, right?
Now think ahead to one year from today. What will be different in 2017?
Did you use 2016 to renovate the website to ensure it not only attracts prospects but CONVERTS them into opportunities?
Did you use the year to create original content (ebooks, infographics, whitepapers, blog posts, social media posts, videos, etc.) that prospects eagerly consumed and shared?
Did you grow your customer advocacy program so you always have a wealth of testimonials, case studies, references, social media content, and referrals from your core advocates?
Did you spend the year tracking your results and regularly reporting them to the leadership team so they’re well aware that marketing is spearheading the lead generation effort (not just following orders)?
If so, congratulations! You probably got a raise and maybe even a nice bonus at Christmas 2016 because the sales pipeline is healthy, the lead close percentage went up, and the company benefited from a nice revenue increase over 2016 due to your outstanding efforts.
If that’s not what happened in your fantasy of the next 12 months, download my article from The Partner Channel magazine, Eyes on the Prize at http://www.thepartnermarketinggroup.com/wp-content/uploads/2015/04/TPC_Marketing_EyesOnThePrize.pdf. Learn how to map your end result backwards to today’s activities. Remember – “eyes on the prize” is the best way to change the outcome!