Marketing for Business Leaders: 3 Steps to Increasing Your Marketing Effectiveness
In the quest to increase results from marketing, companies tend to focus on tactics. They worry about creating a better brochure, upgrading the website, or running a new ad campaign. However, often the greatest leaps in marketing effectiveness come from focusing on how it all ties together. Here are three steps for business leaders to improve their marketing effectiveness by fine-tuning their marketing processes.
1. Know what you need.
Marketing’s main job is to feed the sales force with nice, warm leads. Step one towards better marketing is to understand how much and what kind of food they need.
The “how much” is easily answered using basic math. Start with your sales goals and work backward. You’ll need to answer the following questions:
- What is our annual new business revenue goal?
- How many new customers does this represent?
- What percentage of qualified opportunities do we actually close?
- What percentage of leads actually become qualified opportunities?
Using this information, you...
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