Most investments in marketing fail before they ever leave the walls of the company. The reason is that most CEO’s of companies with between $3 million and $30 million in annual revenue do not have an adequate understanding of what marketing is, how it works, or why it works. Without a strong understanding of the hidden mechanics that drive your daily marketing and sales operations it is impossible to know where to begin diagnosing where those operations are failing when things break down. Consequently, most CEO’s who are more familiar with managing sales conclude that they have a sales problem. Yet all of their sales are coming from relationships with customers.
So really, they don’t have a sales problem.
They have a problem with weak customer relationships. The most fundamental component of these relationships is communication. Therefore, they don’t really have a problem with weak customer relationships. They have a failing communication structure. When you make marketing investments through a marketing and sales operation that is not tightly integrated, those investments were lost before you even wrote the check. This failing communication structure looks like this:
Why Most Investments in Marketing Fail
Most investments in marketing fail before they ever leave the walls of the company. The reason is that most CEO’s of companies with between $3 million and $30 million in annual revenue do not have an adequate understanding of what marketing is, how it works, or why it works. Without a strong understanding of the hidden mechanics that drive your daily marketing and sales operations it is impossible to know where to begin diagnosing where those operations are failing when things break down. Consequently, most CEO’s who are more familiar with managing sales conclude that they have a sales problem. Yet all of their sales are coming from relationships with customers.
So really, they don’t have a sales problem.
They have a problem with weak customer relationships. The most fundamental component of these relationships is communication. Therefore, they don’t really have a problem with weak customer relationships. They have a failing communication structure. When you make marketing investments through a marketing and sales operation that is not tightly integrated, those investments were lost before you even wrote the check. This failing communication structure looks like this: