Okay, so the title is a little negative sounding. But is came to me last night around 1:27 am while I was waiting to fall back to sleep. Some of my most lucid moments are those when I wake up in the middle of the night and everything around me is as quiet as can be.
What about this Looking for Results in All the Wrong Places though? Over the years I’ve noticed some truth to this axiom. Three thoughts came to mind as I pondered that thought last night. First, there are some organizations that think success is tied to activity. If people on the team are scurrying, success must not be far behind. How wrong of an assumption. The amount of activity has nothing to do with success. Surely actions must be taken to have success but just because people are in motion does not equal success. The right actions need to be taken at the right momrnt.
Second, numbers. There are those organizations that get excited when the number of website visitors increases…when the number of Twitter followers swells. But what is in a number? Not much. The real question about the increase in website visitors is are they taking some action (downloading a whitepaper, subscribing to the blog or watching a free webinar) to move the relationship to the next level? Visitors to the website are nice, but interested visitors that take action are even better.
Lastly, filling the sales funnel. There are companies that think filling the sales funnel to the brim is the goal. Perhaps stated more correctly the object is to fill the sales funnel with predisposed leads. Qualified, predisposed leads. Why would the a sales organization take pleasure in weeding through a bunch of contacts that really are not interested in the company’s products or services? Marketing has let them down. The leads dumped into the funnel need to have shown some interest in what the company has to offer.
So don’t get side tracked by activities that have nothing to show for themselves other than sweat, numbers that really mean very little, and leads that really are not leads to begin with.