The past few years have seen mountains of discussion dedicated to \u2018repurposing\u2019 B2B marketing to own and manage lead generation.\u00a0 After seeing the sales leaders of too many clients nearly forced into hand-to-hand combat with their marketing teams over buying into<\/em> this new model, let\u2019s consider a better approach.<\/p>\n Maybe B2B marketing should just continue doing what they have always done and not be forced to own lead gen.\u00a0 Instead let\u2019s give the sales leaders the budget and authority to do lead gen the right way and all on their own<\/strong>.\u00a0 Here\u2019s three reasons why this makes complete sense.<\/p>\n First, the sales organization is the one with their neck on line over new revenue.<\/strong> Tasking marketing with lead gen often feels like outsourcing receivables collection to a vendor who gets paid the same \u2013 whether or not their client does.<\/p>\n Second, marketing\u2019s plate is full<\/em>.<\/strong>\u00a0 I\u2019ve yet to hear from a B2B marketing executive who didn\u2019t claim a long list of responsibilities that all demand as much prioritization as lead generation.\u00a0 If each of these projects generates more incremental company revenue than leads maybe that\u2019s fine, but\u2026.<\/p>\n Third, sales and marketing operate on different frequencies.<\/strong>\u00a0\u00a0 What we mean is sales is tied to deadlines that can\u2019t budge.\u00a0 Quarter-end is quarter-end.\u00a0\u00a0 Year-end is game over \u2013 no extra innings, no sudden death overtime.\u00a0\u00a0 Most marketing teams treat their to-do lists like science projects.\u00a0 It\u2019s all about the data, the presentation, the process \u2013 if things aren\u2019t ready when committed just delay the due date.\u00a0(Hey, they still get paid the same that month, right?)<\/em><\/p>\n 2012 is all about rebuilding<\/em> the ideal B2B sales model with total disregard for the old rules or what the latest conventional wisdom says it right.\u00a0\u00a0 We should stop wasting time trying to convince marketing to own lead generation and instead position it where it\u2019s needed AND wanted.<\/p>\n Think we\u2019re full of it?\u00a0 Let us hear from you CMOs who live on the revenue line like the sales teams do.<\/p>\n","protected":false},"excerpt":{"rendered":" Most Don\u2019t Want It Anyhow! The past few years have seen mountains of discussion dedicated to \u2018repurposing\u2019 B2B marketing to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[63],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7850"}],"collection":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7850"}],"version-history":[{"count":2,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7850\/revisions"}],"predecessor-version":[{"id":8173,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7850\/revisions\/8173"}],"wp:attachment":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7850"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7850"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}