If Sales is your Ground Game, Marketing is your Air Cover

In a recessionary environment like this one CEOs at early stage companies are asking themselves whether Marketing is still essential to their acquisition goals. Here are a few pitfalls of that thought process;

SALES ACTIVITY 1: Generating lead lists & engaging in mass outbound acquisition activities

RISKS: Can they segment an audience, write & design an email and adhere to CAN-SPAM laws? Also, if 50% of Sales time is spent on this, that’s 50% less actual Sales productivity

SALES ACTIVITY 2: Attending industry conferences & trade-shows

RISKS: Conference investments are often made without a rigorous plan – social media promotion, well designed presentation, giveaways (plushies do well! see example), networking meetings set in advance, invite-only event, rapid lead followup, ROI calculation to decide on future events.

SALES ACTIVITY 3: Creating pitch decks, conference presentations, one sheets, white papers

RISKS: Does the one sheet overcome the targets audience’s objections or answer FAQs? Is it a PPT with clip art? Everything you give to a potential client is part of the sales process. If you don’t look professional they won’t trust you.

SALES ACTIVITY 4: Frequent updates to entire company on everything competitors are doing.

RISKS: Constantly checking on competitors in the rearview mirror is a distraction and creates spin. You need clear market positioning , value-added differentiators and a defined target audience. Don’t play your competitors strategy, create your own path to growth.

SALES ACTIVITY 5: Buying up digital media

RISKS: Adequate research on the publication’s audience, reach, negotiating KPIs and designing a compelling asset is essential to success. Media buys are an expensive calculated risk. Even when leads are guaranteed, said leads may be unqualified and irritated (e.g. ever gotten 2 calls & an email after downloading a harmless looking white paper?)

Sales operators are motivated to hit numbers. When they aren’t fed leads, they take the initiative to seek their own.A CEO who lets their Sales team step out into the cold prospecting world without a marketing partner could see their efforts relegated to the spam folder, dollars disappear into the void, and the company’s reputation compromised.Sales people spike on building 1:1 relationships, identifying pain, and matching that pain with the company’s solution. They are less attuned to the holistic customer experience; the messaging, social media, website, communications or advertising activities that will ultimately allow your company to achieve scaled growth.If Sales is your ground game, marketing is your air cover.