Never act until you have clearly answered the question: "What happens if I do nothing?" ~Robert Brault

From a marketing perspective, when it comes to leads (work with me a little here), ‘doing nothing’ means not having a lead management program in place (CRM and Marketing Automation), and not measuring the ROI for the leads you generate.    

If you don’t get a firm grip on both of these areas (lead management and measuring ROI), you are slated to fail and to move from marketing job to marketing job every few years.  

It is said, by whoever says these things, that 80% of B2B companies have a CRM system, and 15-20% have a marketing automation system.    45% or so measure some form of ROI for leads generated.  So the tools are in place or available, it just takes a marketing manager’s gumption to pull the department together and ask, “If we do nothing to prove marketing’s ROI, what will happen?”

From this point forward, if you’ve asked and addressed the question, you will begin a journey made up of successful programs (and a few clunkers) which propel your company’s growth at a much faster rate than your competitors’.  

It isn’t a guess that this will happen, it is a fact.  So ask yourself, “What happens if we do nothing to prove the ROI for marketing?”

The last blog entry in this series of five over the last week  is All know the way; few actually walk it.  ~Bodhidharma  This entry will appear on Sunday the Feb 26th.  

 

Comments

[John (Vikas Sharma)]

Thanks for such useful suggestion. Well Lead Management and ROI measurement are important aspects of lead generation process which should not be neglected. Along with lead generation lead management is also necessary.