SARAH: Yeah, so as I began to develop in my sales career, and again, I was focused on enterprise SAS tech sales, I realized how important good marketing was. And that marketing is the actual engine that should be driving demand gen for companies. And as I got more and more into it, I just said, this is what I absolutely new zealand girl whatsapp number love, and this is what is missing from so many companies. There are many, many organizations that I've worked, in interacted with, that I have friends that work at where marketing is kind of a joke. They're just there, they spend a bunch of money, but there's not really any metrics or they're not really helping impact the company. And I think if marketing is done correctly, marketing can become the demand gen for the entire company where you're going out and educating the market at scale. So when people are ready to buy, they think of your brand. Now you asked what do I think the difference is between sales and marketing. So marketing is educating the market at scale and sales is guiding somebody through the process when they're actually ready to buy.
NICK: Yeah. Yeah. You know, we run into this a lot as a marketing agency and we're passionate about generating revenue and really making that impact because marketing deserves a seat on that table, right? And like you said, when marketing is done correctly and implemented with kind of a long-term vision, it can really be a game changer for the entire company.
SARAH: And I would change, you said marketing deserves a seat at the table, oftentimes they don't because they're not generating revenue and they're not really adding value to the company. Good marketing, good marketing execs deserve a seat at the table.
NICK: Totally, totally. And I mean, what's the point of even having marketing if you're not driving that impact? Right. And I think a lot of companies and department and executives struggle with that attribution and really struggle with showing their impact to the full buyer journey. And in your experience, what is the most important factor that impacts marketing's ability to contribute to revenue?
SARAH: I would say the number one thing is marketers don't spend enough time with customers. There are people that I've worked with that are in marketing that have never spoken to one of their customers. How can you create content? How can you create a strategy when you don't even know your customer? So the number one thing marketing exec should do is develop a customer insight program and spend as much time as possible with customers, whether that's in person, if it's in manufacturing, get into the manufacturing facility, spend time on the floor, spend time in the break room, spend time talking to anyone that will talk to you at the company. With COVID and some of the craziness happening, I know it's not always an option right now to be in person, set up Zoom interviews.
