A reader asked:
- Why do improvements seem so difficult to create in sales and marketing?
This is a good observation and a good question. The VAST majority of attempts to improve in sales and marketing don't improve anything in the end. Scratch the surface of most consulting interventions, and you will see this.
Yes, there may be a new kind of sales training, or a new kind of CRM system, or whatever. Yet, in what way did productivity improve? Does the organization even measure productivity? Do they know how to measure productivity? Can they measure value to the customer? Can they measure anything, besides end results (orders, revenue)? Maybe the managers can rank order the effectiveness of their salespeople. So, what are they doing to make sales easier, to improve productivity of the team as a whole? (more…)