Direct Mail Archives

Many organizations struggle with internal strife due to siloed teams or positions. Marketing and sales are frequent combatants, a situation that is particularly unfortunate as sales enablement works best when it’s the responsibility and purview of both teams. Although sales enablement is often perceived as marketing-led, the fact is that while the sales team needs the resources marketing provides, the marketing team also needs feedback and context from sales in order to source the most effective and useful leads. The two roles certainly do depend on one another, but if the communication is lacking, this interdependence can breed frustration for both divisions. Without proper synergy, the sales team will be uninformed about the company’s marketing campaigns, and the marketing team won’t know what actually helps […]

Continue reading→

You wouldn’t believe how many businesses do not properly measure their marketing progress in today’s market. Often I still read articles insisting that marketing’s key measurement of progress should be the quantity of leads generated or community growth. This in my opinion is short-sighted. The true success of marketing is measured on multiple levels that align them closer to the sales teams they support and the ultimate goals of the business itself. Businesses struggle with how to properly measure marketing activity because so many marketing activities have indirect results. Consider: how does one properly quantify the end results of a social media campaign or magazine, newspaper, or TV ads? Before a marketing department can set proper goals, it needs a starting point. In order to […]

Continue reading→