Video Transcription
What does marketing have in common with baseball? The answer? A really small strike zone.
At Authentic®, we work with entrepreneurial businesses. These entrepreneurial businesses often are chasing whatever revenue can pay the bills. But any revenue is not always healthy revenue. And our job as fractional CMOs is to help growing businesses Overcome Random Acts of Marketing® to achieve their best, healthiest and happiest growth. And so to do that means being focused when it comes to marketing.
When I first say these words, a lot of CEOs and CFOs and especially salespeople get nervous that they’re going to have to give up revenue opportunities. But here’s the truth. You will find the best, strongest revenue opportunities with the most amount of focus.
Here’s why you have limited resources when it comes to marketing. You have limited time, limited budget and limited human capacity. You need all of your energies behind a few areas to go as far as possible toward the strongest and healthiest growth for your organization. That means making hard decisions about your ideal buyers, your ideal sales deals or products or solutions so that you can bring in the healthiest and strongest growth for your business. But what that does not mean is that you have to say no to anything outside of that focus.
So think of your revenue and delivery organization as a baseball team. Here’s where the analogy comes into play. Your delivery and operations are your outfield and have a pretty wide capability on what’s possible that they could deliver. Your sales team is the infield with some flexibility in both directions to shape solutions.
But your marketing budget and strategy and programs is the pitcher with a very specific strike zone so that every pitch is targeting the best and most highest ideal client. Once you land those ideal clients and opportunities, you can always expand your delivery capabilities and the value that you can bring inside of those relationships. So make sure that your marketing strategy and programs are not being driven by product and solution and capabilities and they’re not being driven by what can be sold but what should be pursued.
And when you get right into the strike zone, you’re going to find your healthiest and strongest and happiest growth. I promise.
