Don't spend time worrying about leads
I hear this a lot from many VPs of Marketing: “My biggest problem is leads. And my next biggest problem is leads. And the biggest problem after that is leads.”
This issue dominates every conversation the VP of Marketing has with the VP of Sales.
An important part of the marketing mix is to help the VP of Marketing address this issue by helping him provide the sales organization with leads. However, an exclusive focus on leads is a mistake.
Certainly, one of the VP of Marketing’s...