What you should be getting from Marketing

I recently took on a role at a new company, I was lured away from my cushy sales job at a huge Software company for a chance to build a division at a small, real small IT services Company.  I was a but naive in thinking I would have budgets to outsource lead generation, marketing support, etc. to help make me successful.  Wow, was I shocked when I came on board.

 Shortly after joining I spoke to one of the sales reps.  He had been there 8 months and had not closed a deal, not even a small deal.  He said he was a one man show doing everything and that this model did not scale or provide him with what he really needed, LEADS!

So I got started, realized the marketing dept was a 1 person show, and focused on developing a new “sales” system so they did not have any time to help me with my “new division”.

5 months later I got one brochure (a single page data sheet) on the company and what we did.  2 colors, no focus, nothing of substance.  I thought – how am I going to attack the market, differentiate myself, and close a deal with NO TOOLS to do it.  This was an impossible uphill batted to say the least.

After meeting with the CEO to talk about why my “numbers were not in line with my goals” I suggested drastic changes.  I had managed to close one project, with a new client in 5 months.  This I felt was pretty remarkable considering I had nothing (no decent website, no marketing materials, no leads, nothing…).  We talked about the need to have a better website, the need to upgrade our marketing materials, the need for a pre-sales support function to help close technical deals, and the need for lead generation.  The CEO responded to this by saying “that is what we hired you for”.

 So what gives, do people really think that they can hire a sales rep who will magically pull deals together in today’s economy?  How?  I must be missing something.  I lived through the tech shortage from 1999-2002 and loved it.  If you had talent, people, and maybe a website you could close a deal.  But that is why companies failed!  Now everything is justified, and then re-evaluated over and over.  Sales people are blown off, written off, and hated in some cases.  It is terribly difficult to cold call and get results.  It is equally difficult to open a door period, differentiate, demonstrate value, and get an appointment to show off your product or service.

So why is it that companies spend $ in technology (laptops, servers, CRM, etc.), hire administrative support, book keepers, tax accountants, etc. BUT do not seem to get it when it comes to sales support and how Marketing can and should help sales be successful.

If you are anything like me, you do well in front of a client.  You listen well, understand technology and your product/service, demonstrate value, navigate a client organization, and close.  The trouble is getting the 1st appointment!  So stand up and shout, let your company know that the Marketing Department should be helping to drive leads.

Jill Konrath has a good e-book on this topic for further reading.  It is free and filled with good insights.  I encourage you to get it, read it, and forward it to everyone in your company!  Good luck… (oh and by the way, I am not in that job anymore, I joined a company with a marketing department!)

http://sellingtobigcompanies.blogs.com/selling/2006/08/download_what_s.html

Selling is hard, it is time we all got some support.

I welcome you comments…