Gone are the days when throngs of salesmen in penny loafers knocked on businesses’ doors one by one in hopes of introducing, educating, and converting those “blind” prospects into long-term customers. Thirty years ago, there were only a handful of ways prospects could get information from anyone other than your sales force. Now, your marketing department has assumed the role of educating your customers, and your sales team’s role has shrunk to simply converting interested and educated prospects into buyers. Plain and simple, marketing has trumped sales in the corporate hierarchy.
Marketing today is a complicated game. Back in the 1970’s, your company might have spent almost its entire marketing budget on television commercials to run during I Love Lucy, or bought up a bunch of newspaper ads or radio spots. These choices alone would allow you to reach your target audience. Not anymore. Focusing your marketing efforts with laser accuracy has replaced broadcasting. Now your marketing department needs to know where and how they can reach your targeted demographic.
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