By Tony Rizzo
The goal of every sales organization is to drive more revenue. In addition to sales-calling activity, your sales team relies heavily on marketing to generate a meaningful brand and target lead-generating marketing campaigns and events. Yet, while financial institutions spend hundreds of thousands of dollars on marketing every year, most of it goes unmeasured. Does anyone out there believe these dollars should be tracked? To maximize sales opportunities, marketing in today’s financial environment requires each dollar to be accounted for and measured against a tangible result. But who does this? How can it be done? You should no longer accept marketing as a cost center. Today’s marketing is an investment and must drive sales.
What does marketing have to do with sales? Everything and nothing. Everything if you see marketing as the source for the majority of sales leads and everything if you embrace the reality that your revenue machine works best when sales and marketing unite. Marketing means nothing to sales when it seems to go off on tangents that are incompatible with sales needs. This is the reason why marketing is perceived as a cost center to so many in sales.