Here’s one which I think might not be met with universal enthusiasm in the marketing world. But you’ve got to admit, author Mac McIntosh does have a point in the Sales Lead Insights B2B Marketing Blog when he wonders if “marketers should have a significant portion of their compensation tied to meeting their company’s growth and revenue goals”. Sure, growth and revenue are more the realm of sales, but if your salary depended on it, would you not focus more on “moving prospects from awareness to inquiry to consideration and to purchase”?
The article is called Study finds more could be done to get marketing and sales working together and in alignment with their company’s growth plan.