Companies that fail think they fail because they are lacking opportunity, sales leads, or resources. But more often, they are lacking context, lacking a structure to support their vision and propel sales. If the CEO’s vision isn’t clearly communicated, the marketing department is without direction, missing the vital organizational processes needed to carry the CEO’s vision to the sales force. Without these structures, sales people – regardless of their skill level – cannot build the strong customer relationships that are essential for on-going business.
What’s worse, most CEOs do not have a feedback or measurement function to reveal how these gaps have become pitfalls. They only see declining sales, unpredictable revenues, and a listless, unproductive sales team.
Though CEOs may blame external forces, most B2B marketing failures are rooted inside the company.
What a CEO Needs to Know About Marketing
Companies that fail think they fail because they are lacking opportunity, sales leads, or resources. But more often, they are lacking context, lacking a structure to support their vision and propel sales. If the CEO’s vision isn’t clearly communicated, the marketing department is without direction, missing the vital organizational processes needed to carry the CEO’s vision to the sales force. Without these structures, sales people – regardless of their skill level – cannot build the strong customer relationships that are essential for on-going business.
What’s worse, most CEOs do not have a feedback or measurement function to reveal how these gaps have become pitfalls. They only see declining sales, unpredictable revenues, and a listless, unproductive sales team.
Though CEOs may blame external forces, most B2B marketing failures are rooted inside the company.