Ten years ago a former client, the VP of Sales and Marketing, had to cancel a project with me because their CEO said until you have sales you can’t spend money on marketing. It was stunning then and stunning today especially in light of the trend towards growth hacking to drive leads for both B2C and B2B businesses. The use of social media to drive inbound leads to the top of the funnel is now a critical skill and everyone is expected to be an expert. But what do you do if the leads don’t come? Is it a reflection of your growth hacking skills or a failure of product? Whose responsibility is it to figure out if you’ve got a sellable product or not? Sales will certainly figure it out fast enough when they can’t produce sales out of leads but marketing or product marketing should have known it from the beginning. Ensuring that competitive or differentiated features were built into the product in the first place is key. There’s no amount of brand loyalty or emotion around a brand driven by social media that can compensate for a product that’s not competitive in its space or compelling to its target market.
By visionandexecution on May 21, 2015 in Innovation Management, Strategic Growth, Technology Commercialization
competitivenessgo to market strategygrowth hackinglead generationmarketingProduct Marketingsalestop of funnel
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