I read an interesting blog the other day over at The Customer Collective. Yet more fuel on the fire for installing an Inbound Marketing Automation solution, but what makes this article worthy of its appearance here on our blog are these three paragraphs:
By now you’ve probably seen the statistic from CSO Insights that shows 48% of sales people missed their quota in 2009.
The percentage of sales people missing their number increased over 2008. Now I, for one, would not be surprised if this number actually increases in 2010 even though the economy has improved a bit.
I would not be surprised if this number gets worse because I thoroughly believe the miss is NOT just a function of the economy. I believe there’s something far more fundamental going on: our customer has changed their behavior. Consider that recent Forrester research showed that 91% of B2B IT buyers are now involved in social media at least as “spectators”.
Manfully resisting the urge to correct the grammar, I now return to our own post.
The trend has been growing over the past year and we’ve written about this before in these pages when describing our feeling that Outbound Marketing is Dead! But a shade less than half of every sales force out there missing its sales targets? It’s all too easy to blame the recession and the world’s economic malaise. In my humble opinion, this would be a mistake. As we’re all about to find out in 2011, despite seeing some real signs of a financial recovery, sales forces are still going to disappoint. Unless they embrace Inbound Marketing and Marketing Automation, that is.
Only with this powerful duo on your side will you begin to reap the benefits of the recovery. Only by using the non-interrupt driven approach of Inbound Marketing’s ability to attract your prospects to you, will you gain their interest. And only by using the power of Marketing Automation to engage and nurture the people you do attract, will you convert them to real prospects who now have the money to buy what you are selling.
I’m going to close with a really good quote from the CSOInsight post, because I’d like what it says in the first part to not be true, but I wholeheartedly agree with the last thought.
“Lead nurturing is not a new concept but it is an idea that has come of age with a turbo boost from technology. Marketing automation is not automatic but as my partner, Jim Dickie, has said about CRM, “It’s not cheap, its not easy, its not fast – and its also not optional.”
Sure I’d like it to be cheap, quick to implement and easy, too. But then what worthwhile endeavor is all this and not expensive, difficult to do and takes time to do properly? But here’s the thing: done right, Inbound Marketing Automation, as we call the powerful combination of Inbound Marketing and Marketing Automation, is a real cost-saver, while offering superior marketing performance. With it, you really can have your cake and eat it too. So what’s holding you back?
Bit-by-Bit #40 from Eric.