ViewPoint | The Truth About Lead Generation

You’ll never break a horse if you stay sittin on the fence!

  

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James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint.

A friend of mine, Michael Burkett, a Texan from Dimmitt, Texas, also said to me that I should watch out for people that are “All hat and no cattle.” Dimmitt is on the old Ozark Trail, a roadway from St. Louis, Missouri, to El Paso, Texas. Michael was a good friend and a splendid lawyer with a Texas drawl and a gunfighter’s meanness in the courtroom. But that’s another story.

I want to get back to the part about how ‘You’ll never break a horse if you stay sittin on the fence.” When you give it some thought about what you do every day as a marketer, what does it say to you? To me it says, it’s time to start cooperating with salespeople and stop fighting with them. Some would say, “Stop cussing the mule and load the wagon.”

But I think it’s more than that. I think it’s about getting off the fence and creating marketing plans that drive the sales forecast. It means getting salespeople to use the CRM system instead of staring at it and waiting for the sales manager to get serious about using it. It means getting a marketing automation system to boost your return on sales leads by 300-400%. It means managing the sales lead process and not expecting a software program to do it for you.

What do you think?