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« Marketing Investment Allocation -- What’s Your Risk Profile? | Main | Military lessons for Marketers »

April 22, 2006

Leadership Focus -- Results versus Activities

by Sridhar Ramanathan

One of my favorite bloggers is Guy Kawasaki, ex Apple executive and CEO of Garage Technology ventures. He is both entertaining and insightful as he delivers daily advice for entrepreneurs. His recent posting, “How to Prevent a Bozo Explosion” is a must read if you are committed to stamping out bureaucracy and mediocrity in your company. One of my own pet peeves is the tendency to focus on activities rather than results. As leaders, we owe it to our organization to delineate expected results from all the urgent/important and, all too often, urgent/non-important activities that consume people.

Here’s my view of the results that sales and marketing professionals must deliver.

Function Result Activity
Sales
  • Purchase order
  • qualify prospects, follow up, prepare quote, escalate issues, pipeline, etc
Inside Sales
  • Booked appointment
  • Purchase order
  • Phone and email prospects
  • Follow up on inquiries
Field Marketing
  • “A” quality leads
  • Lead gen campaign (email blast, trade show, seminar, etc.
  • Awareness campaigns
Advertising
  • Quantifiable brand value
  • Ad campaigns (radio, tv, print, email, banner, web, etc.)
Marcom
  • Customer and sales rep usage of your collateral in pre-sales
  • Create/produce deliverables such as brochures, datasheets, website, case studies, whitepapers, etc.
Web Marketing
  • “A” quality leads
  • Generate hits to your website or registrations
Product Marketing
  • Product revenue
  • Product planning --market requirements, competitive analysis, pricing, etc.
  • Product launch
Press/Analyst Relations
  • Favorable analyst and editorial quotes
  • Customer/ organization endorsements
  • Press/analyst briefings
  • Thought leadership campaigns
Copyright (c) 2006 Sridhar Ramanathan

Posted April 22, 2006 |
Posted to Leadership , Marketing Management

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