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