What's your challenge?

'Product? Tick. Sales? Tick. Marketing? Mmmmm'

Here's some typical challenges technology companies face when trying to build a marketing capability.

Messaging

Clients, especially new ones, don't care about your products. They only really care about their issues and...themselves. It's natural - don't take it personally. In fact, it's a huge opportunity. Focus your marketing on your stuff......and, well....put the champagne away. Bring your vast client experience to bear to empathise with their issues, and guide them to the right answer, and get it back on ice.

It's the nirvana. Leads dripping into the business every week. Sales people, on the road, meeting qualified clients. Perfect. So why aren't my tactics, that take forever to execute and seemingly spiral in cost, not working? Well, tactics, they're important, no doubt. But they're only 20% of what the engine needs to purrrrr.

LEAD GENERATION

RESULTS

Measuring sales? Simple. 1 Seller, 100% of target - costs = nice healthy profit margin. Measuring marketing? Too hard. a) what do I measure, b) how do I measure it, and c) how does it connect back to what's happening in the pipeline. Answer? Just trust the guys to do the right thing.

It doesn't have to be like that. Marketing should be measured in exactly the same way as sales.....and the good news is, now it can be.