Hard Facts About B2B Marketing and Sales

Hard Facts about Marketing

One of the most frustrating things about being a B2B marketing and/or sales professional is that there are circumstances and environmental factors totally outside your control. Ive seen truly great people seemingly stuck in situations where they are set up for failure.

Medium.com had an interesting article from Larry Kim titled “11 Things You Can’t Change, So Quit Wasting Your Time Trying.” Kim stated that no matter the method you use (e.g., working harder, caring more), “The fact is, there are some things you just cant change, no matter how hard you try.” I enjoyed the article because it reflects a hard truth I teach future entrepreneurs in my SBA and SCORE classes — to stay within their own zone of control.

This below graphic illustrates the zone of control. At the bottom is a list of a few of the things you have total personal control over. For example, you decide how hard you work and the skills you will develop to enhance your marketplace value. The middle section contains items you can influence but not necessarily control, like the overall messaging, your budget, and your boss. The outer circle consists of items you have little or no control over: The economy, technology, government, etc., are going where they are going and chances are, you have no opportunity to impact them. In other words, if the train is heading in a certain direction, you had best either hop on or watch it pass, instead of standing in front of it.

Zone of Marketing Control

So, hard fact number one is that you should operate in your zones of control and influence. Here are some additional facts that B2B marketing and sales professionals must face:

1.     It’s usually not personal. When the CEO criticizes the new website design, or the VP of sales complains about the lack (or quality) of leads, they have their own reasons that are usually not connected to personal animosity toward you. Disliking your performance on something is not the same as disliking you.

2.     You can’t always win. There are scenarios where the odds are so stacked against you, you are unlikely to achieve success. For example:

a.     A flawed business model that is not financially viable.

b.     An un-coachable owner/CEO who would rather be right than successful (sadly, there are such individuals).

c.      A product that is deeply flawed and/or not ready for the market.

d.     A highly dysfunctional management team.  

3.     You should quit focusing on the ones that got away. All of us who have been in marketing or sales for any length of time understand that no matter how talented/clever we are, many prospects will say no to even our best offers. Best you reconcile yourself to this to avoid undue anxiety.

4.     Life is not fair. If your mom or dad taught you this lesson early in your life, you should thank them. Attaching yourself emotionally to a certain outcome means that you will spend at least some of your time in a dark place.

5.     Great strategy won’t produce results without cooperation. I’ve seen brilliant concepts that could produce significant revenue shot down because of the unreasonableness of one or more parties. Regardless of motivation of the stubborn party, when you are faced with this situation, it’s sometimes best to cut your losses and move to the next idea.

You no doubt have your own list of unpleasant facts. I hope you accept them, and do what you need to do to have a healthy and prosperous 2017.

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Christopher Ryan

Christopher Ryan has 25 years of marketing, technology, and senior management experience. As both a marketing executive and services provider, Chris has created and executed numerous programs that build market awareness, drive lead generation and increase revenue.
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