“When you’re finished changing, you’re finished,” said Ben Franklin. And in a business world that seems to change more rapidly than ever, his words are still relevant.
What can you change today in your business that will help you with demand generation and ROI? Here are six ideas that can pay off. All you have to do is put them into action.
1. Clean Up Your Database
Sadly, there’s nothing glamorous or exciting about keeping your database clean. It’s a tedious job. Like cleaning your closet, it’s often a task that falls to the bottom of the priority list until there is absolutely nothing better to do.
But think about how you feel after cleaning your closet and ridding it of the clothes you no longer wear. Every day of the week, you save time because it’s easier to find what you need and get dressed. In the same way, when your database is not contaminated with bad data, you’ll increase efficiency.
“Procrastination makes easy things hard, hard things harder,” Mason Cooley, an American writer.
It’s September. We’re almost into the fourth quarter (Q4) and John, the Vice President of Sales, is in a mild panic. It’s not surprising. After all, time’s running out to meet his quota and sales are soft.
How did he get into this position?
When he arrived at work at the beginning of January, he was full of optimism for the New Year and ready to tackle the sales challenges. Ahead of him stretched twelve long months to make it all happen. Plenty of time to fill the pipeline, nurture leads and convert them into sales. Or so he thought.
It seems like this missing link is made of gold. What are these sales lead management teams doing that is multiplying the number of ready-to-buy prospects while cutting marketing costs?
But things didn’t work out that way.
Each month sales fell just a little short. And John thought he could tweak a few things to catch up. It didn’t work. Now, he’s about 5% down year to date. Making up those lost sales in the last quarter will require some heroics.
Does this sound familiar?
Too often glass-half-full leaders fail to take strong actions to get sales back on track until they’re up against the wall. Time, their friend at the beginning of the year, zips along and turns into their enemy. And, as Cooley noted so wisely, procrastination makes hard things become harder.