How you can understand your company’s SMarketing culture and move the needle

How can you understand your company’s SMarketing culture and move the needle?

B2B companies end up being one of these 3 – outbound, inbound, or ‘statsis’-bound. They may try balancing but usually end up having a culture that tips towards being either inbound, or outbond, or god-forbid – stasis-bound.

Inbound – led by thought leader-CEOs, they are able to communicate the company’s value proposition brilliantly – write well, create awesome content, and SEO. They get a large volume of inbound leads which they may/ may not convert. They realise that inbound is never enough and they can grow much more doing outbound.

Outbound – led by sales-savvy CEOs who are good at creating a powerful outbound sales process that brings the revenue. They are doing well but end up being in a constant hunter and apocalypse mode with a high turnover in sales-ranks. They may or may not realise it – but they need to build their inbound muscle without sacrificing their outbound strengths.

Stasis-bound (Neology as this is a term we use) are companies that are neither good in outbound nor in inbound. They typically do poor in both sales and marketing – and wonder why they are struggling so much. They need to assess their inherent strengths and decide which of these 2 muscles should they focus on first!
#smarketing #culture #results #inbound #outbound #stasisbound