The Business of Business Outcomes
While the benefits of full-funnel marketing programs are great—so are the chances of failure without proper preparation. Too many marketers race to campaign execution without strategies, processes, training, content, etc…
Not Everyone Makes It to the Summit
Only 52% of Mt. Everest summit attempts are successful. And that’s the good news! Those who make it to the summit of full-funnel performance marketing get prepared by planning and training to variable capability conditions such as strategy & planning, account selection, data aggregation & insights, content personalization, orchestration, measurement, etc, etc, etc…
A large reason for the lack of marketing advancement falls on the “guide.” Some companies hire the equipment (martech vendor) guide while others simply default to an inexperienced internal resource. Neither possess the map to the summit. Neither are going to “connect the dots” with strategy and campaigns to ensure that goals are met. Reaching the summit requires a “Sherpa” (seasoned strategic consultant) as guide. The investment will pay off as the Sherpa will know which paths (processes) to use to save time, which paths to avoid, and how to pack tactics and build campaigns for quick wins.
The Path to the Summit Has Questions, Choices and Detours at Every Turn
Full-funnel performance marketing has proven that it can provide long-term ROI. It is certainly worth the summit attempt. However, no one promised the trek will be easy. Whether you are implementing marketing campaigns or climbing a large mountain, there are certainly many routes available to you to reach the summit. Whichever route you chose, please remember the three rules of mountaineering:
- It’s always further than it looks
- It’s always taller than it looks
- It’s always harder than it looks
No matter which route you choose, I recommend that you begin with a Marketing and Sales Effectiveness Program. This strategic engagement ensures that your diverse team begins with the same baseline of knowledge and has the compass and basic roadmap to head in the right direction.
The Marketing and Sales Effectiveness Program
Imagine that you wanted to build your own house. Before you finalize your blueprint, wouldn’t you want an experienced home builder to come on site and review it with you. Before you start pouring the concrete for the foundation, the expert builder would make some recommendations, give you some tips, and prioritize some of the tasks. An investment in this second opinion is worth its weight in gold—saving you from headaches, frustrations, and costly delays down the road.
That is what a Marketing and Sales Effectiveness Program is designed to do. It performs gap analyses and audits and provides you with recommendations that you can use to ensure that you are building upon a solid foundation and framework. It ensures that all stakeholders have the same baseline of knowledge and that expectations are understood across the team. When you are building a home, you have hundreds of considerations and new ones pop up each day. The same holds true for high-stakes performance marketing. Don’t go into this long-term and costly engagement only partially prepared.
Ripple Effect Advisors, a boutique B2B marketing and sales acceleration firm, provides executive level business strategy, marketing and sales effectiveness solutions to high growth technology companies.