Leads, Leads, Leads

This is the second post in my Balancing Act series. “Andy, Andy. I hear what you’re saying about awareness, but we need leads. Leads, leads, leads. Leads are what we need. Leads are what I want. Now, get me some leads!” Sound familiar? Can you guess who’s doing the talking? And who’s on the receiving end? This interplay between the CMO of a $100 million technology company and his CEO is one that happens far too often. If you haven’t witnessed or been a part of this kind of exchange, you probably will be. It doesn’t matter whether you’re the CMO or the CEO or even the Chief...

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Short-Term/Long-Term

I had a hard time deciding what to title this post. The subject was clear. This post would be about the balance between strategic positioning work and tactical activities. That is, the balance between driving enterprise value over the long run and enabling 90-day results. The word ‘balance’ is what threw me. Balance implies equality, but in a quarterly culture that favors short-term over long-term, sales and marketing activities are anything but balanced. Imbalance more accurately reflects the weighted state in which organizations operate today. The reality is that this balancing act is...

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