What should marketing be working with sales on?
A client recently asked me this question and it reinforced the philosophy that I’ve been preaching for years – our easiest marketing wins are probably sitting in our sales pipelines.
Work almost always involves collaborating with people and organizations. All of these people and organizations have their own goals and priorities. More often than not those will probably conflict with your own goals and priorities.
We too often focus on new customer acquisition as our primary revenue growth strategy. However, in most circumstances, our most significant and fastest growth opportunities are sitting in our sales team’s CRM.