63% of B2B marketers report that their biggest marketing challenge is to generate traffic and leads (according to the State Of Inbound report by HubSpot).
40% report that they struggle to provide the ROI of their marketing activities.
Here are the most common reasons.
1. One size fits for all approach.
Marketing runs generic marketing campaigns trying to cover maximum market segments with a universal marketing message while sales run the same generic outbound campaigns, playing the game of numbers and hoping to get the meeting.
2. Marketing and Sales teams aren't aligned. Marketing focuses only on the TOFU activities and doesn't move leads through the funnel.
3. Marketing and Sales don't engage with the buying committee.
Marketing and sales focus solely on the decision-makers and don't engage with other people who influence the decision-making process.
4. Sales stop at the point when the deal is closed. Instead of focusing on retention and expansion marketing and sales switch their focus on generating new leads.
The sales process is company-centric and isn't based on the customer journey. Marketing and BizDevs try to generate meetings with paid acquisition and outbound and don't focus on the process of how customers buy.
From my vantage point of 13 years in B2B marketing, I see the ten-step framework to create a predictable, scalable, optimized and efficient lead generation and sales system.
If you want to implement it or have any questions, I'm ready to help.