Wednesday, March 7, 2018

Why Marketing Exists

Marketing exists to generate demand for something. Demand generation is making a market of people who are ready to buy. Ready to buy means a sales opportunity is created. In B2B, this literally means that an account executive creates an opportunity in the CRM.

If sales creates an opportunity, then marketing generated demand.

Demand generation is not optimizing landing pages and calls-to-action in a marketing automation tool.

Demand generation is making a market of people who are ready to buy and marketing exists to make that market.

Marketing does not exist to produce leads. A lead is a person who is not ready to buy.

Here's the thing.

The only way this works is if you let the sales team decided when YOU generated demand. Sales creates the opportunity. Not you. Sales. Sales decides whether you achieve marketing's mission to generate demand.

Are you willing to stick your neck out like that?

I am.


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