The Challenge

The expression “you only have one chance to make a first impression” could not ring truer then when it comes to conveying your message to your target audience.

Successful marketing programs are made up of a series of components and these components must work as one.

Identifying and developing new business opportunities requires a distinct set of skills different from that of closing new business opportunities:

Using football as an analogy:

There are many successful running backs (sales people) who can carry the ball and score touchdowns (close sales); however, there are way too few offensive linemen (marketing/pre-sales professionals) who are able to help them make the big plays (generate solid opportunities).

Unfortunately, many companies today fail to recognize this fact and, as a result, expect their sales staff to do it all - marketing, prospecting, lead generation and closing. Those who have tried know that, for the most part, this rarely yields the desired results. Companies are often left wondering why sales quotas are not reached and why opportunity pipelines are not growing as expected. Once again:

Imagine what would happen if the roles of linebacker and running back, pitcher and catcher, guard and center, were combined into one. It simply does not make much sense to combine these distinct skill sets. Although one skill must compliment the other, they must to be kept separate.

Square pegs should not be forced into round holes.