After almost six months of ignoring this blog, I’ve decided to get back in the saddle and start posting about what I’ve learned and some of the interesting stuff I see happening in effective B2B Marketing.
Well, it was over a cup of coffee at Starbucks in Lafayette (even though I’m much more of a Peets guy) that I had a great chat with a really smart Marketer by the name of Kathleen Schaub. Check out her Group Effects Marketing Blog; it’s well worth reading. We were introduced by a mutual friend, and it was wonderful spending an hour with someone who truly gets it.
I particularly like the Eight Skills For Tomorrow’s Marketers post. Kathleen’s advice to understand and get close to the Sales team is perfect, as is her suggestion to beef up your process management skills.
“I can count on the fingers of one hand the number of Marketing folks I’ve met who truly understand why you need to be close to Sales”. That was her comment, not mine, but I feel the same way. I have no idea why so few Marketing people bother to understand how Sales works and what it does with Marketing leads.
Remember, Marketing is ultimately about generating revenue. Get good at measuring your impact on revenue, and you become a better marketer with a safer budget. In a tough quarter, the CFO is going to hesitate before slashing your discretionary if it directly impacts revenue. You can’t measure revenue impact without understanding downstream Sales processes.
So, after one cup of coffee and some great conversation, I’m back.