When a company president asks me what can be done to grow the company, I tell him to find a good marketer who knows how to manage leads.
“Great marketers, pound for pound, create more wealth for your company,” I tell him, “than any other person in the company, and they can prove it. Not-so-great marketers create some wealth, but they can't prove it.”
“Great marketers create qualified leads. Not-so-great marketers create lots of prospects, but they don't know how to create a qualified prospect.”
“Great marketers have the best CRM system installed, because the cost of the system is chump change compared to its value as a company asset. Not-so-great marketers seldom consider the CRM system to be part of the marketing wealth management process; to them it’s just a data entry system.”
“Great marketers have the best marketing automation system, because the cost of the system is spare change compared to the ROI it produces in automated follow-up. Not-so-great marketers think the marketing automation software is just an email response system.”
“Great marketers spend money on lead generation sources that produce the most revenue. Not-so-great marketers don’t know the difference between leads that create revenue and those that are competitors, students or prisoners.”
So, what kind of marketer are you? Are you a creator of wealth? Can you prove it? Do you manage the leads with the best tools? Or are you one of the not-so-great marketers who mean well, create wealth, can’t prove it, don’t have tools to maximize the ROI, or even worse - - have the CRM and marketing automation tools, but don’t use them?
As James Allen[i] said, “You are what you think.” I think you are what you think and act on.
