It’s that time of year when everyone is making commitments. This week’s theme is change.
🔗 Link
“Turbulent” 2024 Expected for Marketers
Laura Ramos, VP and principal analyst for Forrester makes five predictions for marketing in 2024. In short, expect a lot of change.
🔥 Hot Take
Which Means Sales Teams Are Going to Have to Change, Too
Organizations that rely solely on marketing leads are entering the sale late in their prospect’s buying journey. By the time they reach out to you, they’ve already decided what the priority is, and how they’re going to fix it. They’ve likely contacted your competitors, too. You’re at the starting line of the race to the bottom.
What if your sellers changed how they think of a “lead?” What if they could successfully reach decision-makers before they even realized they had a problem? This isn’t a call to abandon your marketing. Both marketing and hunting are crucial for a healthy revenue culture.
💡 Big Idea
Change How You Think About Revenue
We touched on this thought in our last newsletter of 2023, but want to reiterate that revenue is easy. Margin matters more.
Margin is the measure of the relevance of you to your marketplace. What would change if your entire organization adopted this mentality? Would they sell value better than they do, today? Would they offer up discounts at the first hint of discomfort?
🎧 Listen
Why is Change So Hard?
The Priority Sale Podcast dives into why change is so hard for individuals and organizations. We also cover some ideas for what you can do about it.