Why CEOs should care about marketing just as much as sales


CEOs focus on sales, but marketing needs to be top-notch to complement those sales. Yes, hire a sales coach, but you need experienced marketing leadership. Marketing is the key driver for sales, so you're undermining your company if you don’t have a budget for it.

Marketing vs. sales

When it comes to selling, marketing is crucial. It assists sales teams in locating and qualifying leads and keeping in touch with prospects all across the sales cycle. In addition, it enhances overall revenue and profit performance.

Sales are vital because they affect the profit margins. The goal of marketing is to make a product known. It's about the bottom line - and producing results - at the day's end.

"You can't sell an item until you market it." Marketing is the priority. The goal of advertising is to make a product known. Marketing involves determining what a customer wants or needs. You can't sell something if a consumer doesn't need or desire it."

Customers can be advertised to as much as you like. The problem is, this isn't enough to sell a product. To turn the lead into a sale, you need to identify the lead, a fundamental component of marketing.

Even though sales and marketing are responsible for separate tasks, they are fundamentally working for the same objective: growing sales and general business growth. Regrettably, they frequently come into conflict with each other.

The result of this traditional conflict affects considerably more than simply the marketing and sales teams, as top CEOs are well aware.

What's on the line?

When executive leadership instructors or senior consultants state that revenues are the most crucial aspect at stake, they are missing the point.

When there is intra-organizational strife, everything is on the line. Corporate bickering stymies progress at every turn, perhaps pushing a company over the bell curve of the corporate lifespan graph and into deterioration and death.

Hampers profits

The most visible result of the sales vs. marketing struggle is lower earnings. Fighting depletes earnings on both sides of the divide, lowering revenue while increasing costs. Customers stuck in the crossfire of a brawl don't feel as if they're a high priority.

Prospects will invest their money elsewhere unless prioritized, and current customers will decrease their lifetime value by opting for rivals' products rather than remaining brand loyal.

Furthermore, conflict leads to higher staff turnover, which raises the expenses of acquiring and onboarding new personnel. Turnover invariably causes delays in product R & D and testing—stagnation results from this lag, a deadly prognosis in any company.

Ties up resources

Most CEOs understand that getting new clients is much more expensive than keeping existing ones. In reality, these grim figures are highlighted in a Forbes Op-ed:

  • "Selling to current customers is roughly 50% simpler than selling to new prospects."
  • "An improvement of 5% in client retention may boost a profit margin by 75%."
  • "Only 20% of your current consumers will account for 80% of your firm's future revenue."

When conflict drives away existing consumers, more funds must be committed to attracting new customers to make up for the revenue that has been lost. This reallocation diverts attention away from activities essential to advancing the brand, such as product creation, company growth, and customer service.

Marketing Operations Affects Revenue in Three Ways

Marketing operations is vital in bringing the marketing plan to life and collaborating with sales to achieve revenue goals. Marketing operations may take three quick steps to improve the company's ROI and sales enablement:

Align marketing initiatives with the company's goals

Among the most crucial tasks for marketing, operations are to oversee the SiriusDecisions Campaign Framework. The strategy is predicated on buyer-needs-based topics and organizes marketing efforts within a limited timeframe.

A well-designed campaign design enables companies to seed, build, and nurture demand, resulting in increased revenue throughput. Organizations that have adopted the campaign strategy effectively have seen a 20 % boost in inquiries and marketing-sourced funnel and a more than twofold conversion rate.

Analyze touchpoints and repeat successful patterns

The primary objective for marketing operations activities is to structure the company's marketing performance metrics to boost the group's marketing ROI via data-driven choices made by marketing leaders.

Such data patterns are employed by marketing, product teams, and sales to determine which actions should be replicated to maximize the organization's efforts and boost deal closing for opportunities with the desired characteristics.

Build a powerful data strategy

Under a coordinated marketing and sales go-to-market approach, clean, comprehensive data may be used to categorize and target customer accounts.

The data strategy influences the company's ability to meet its revenue targets. An efficient data strategy enhances a company's efficiency and increases income. By developing a data strategy and implementing best practices, a SiriusDecisions client saved $1,400,000.

Bottom line

  • CMOS are looking to marketing operations to help their marketing strategy thrive.
  • Marketing operations may have a beneficial influence on the organization's success by using best practices.
  • The charter of marketing operations, which encompasses planning, measuring, and data management, may help a firm improve revenue.

Therefore, marketing has the potential to catapult your sales numbers into the sky. It's the ideal tool for shortening the sales cycle and increasing sales numbers for your sales reps. Furthermore, it can engage more individuals faster and at a lesser cost than a salesperson.







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