That process can get pretty frustrating to a company

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Working with marketing technology companies provides us the opportunity to work with an array of organizations – from large companies who see very big picture and are working to adjust the impression of their brand over years – to the organization that is wondering why their phone isn’t ringing a month into their investment. An analogy I’ve used for quite a while with marketing is fishing. If you’re a sales driven organization, you just want to get out on the water and throw your lure. The more rods you have and the faster you can get them all in the water, the greater the chances that something will bite. The problem is that the fish may not be where your boat is, may not like the bait you’re using, and as productive as you are – you may come home empty-handed. Marketing is a process of trial, error, and momentum.


The marketer’s job is to study where the fish might be, what the best bait is, and then to chum the Fax Lists water to bring in the big fish if they’re not there.  that simply believes the means to getting more sales is simply by making more calls. To be clear, I’m not knocking sales productivity and sales enablement. Having a great sales person out on the water fishing at the right time, with the right equipment, in the right water, with the right bait… is the perfect scenario. It’s just that getting there takes time. If you’re a great fisherman and you visit somewhere you’ve never fished before, the first thing you do is find the guide who has. Even the best fisherman know that, if they want to be successful, finding the right guide will give them the best chance of landing the fish they’re after. Great sales people recognize this as well. Great sales people love to work with marketers to let them know what bait is working, what’s not, and whether the big fish are biting. Marketing is this strange thing to the sales-driven organization that’s never done it before.



They know when it’s missing, but they can’t figure out how to quantify the expense because it doesn’t easily fit into a spreadsheet like calls and closes do. While we honestly try to avoid working with sales-driven organizations, when they really push us to, it’s imperative that we provide great communication and reporting with the leading indicators they can connect the dots with. Share of Voice – most of the time that sales-driven organizations know they need marketing is when the audience is always talking about their competitor and there’s just not a lot of chatter about their own brand, products or services. Utilizing a monitoring tool for mentions with good reporting can provide reports that show the new volume of noise about your company versus your competitors. It will also put the volume into perspective and show what kind of level of effort is being deployed by your competitors that you have to combat.