Business development can sometimes feel like an emotional black art, then it gets technical. Sales and marketing can be time-consuming, counter-intuitive, costly and frustratingly difficult. This complexity is why you want a marketing coach to help you navigate and de-risk your investment.
It doesn’t matter if you’re managing marketing in-house or hiring an agency. There’s a high risk of focusing on tactics you’re not prepared to benefit from.
People rush into sales and marketing activities and tactics because they don’t have a plan. Doing something feels better than doing nothing, so people get busy. They focus on completing activities, hoping something will pan out. Waste and distraction are the most common result.
It’s an easy trap to fall into. There is a sense of urgency to make sales and increase cash flow. There’s a desire to look good and the need to feel like you’re making progress. Tasks get completed without the benefit of clear objectives or clarity on how the activities will get results. We call this approach Random Acts of Marketing and the process is messy and expensive.
Don’t rush into tactical activities until you’re prepared. Engage a sales and marketing coach to get you doing the right things, in the right order, for your situation and stage of business.
Your marketing coach becomes your partner in business development. The first step is always to get clear on your goals, the situation, target clients, competitors, and the economics of your sales process. We’ll determine what’s working now and where to focus.
We work together to create a plan that makes sense for your business. We’ll help you get the fundamental elements, tools, processes and practices in place to drive sales and grow accounts. The process is highly collaborative and the pace is defined by you. We’ll help you sprint forward or take a more incremental approach.
You and your marketing coach establish strategic objectives, define roles and a working rhythm that defines the collaboration. Some people want a second set of eyes, advice and direction, while others want a more active and hands on approach. Everyone’s needs and goals are different and we adapt our approach to fit your needs.
The easiest place to start is to reach out and have a conversation. There’s no pitching or high pressure sales. Sales and Marketing Coaching is collaboration and there needs to be a mutual fit.
It’s important to determine if you need a coach or if a Fractional CMO is more appropriate. The main difference is speed and cost. You engage a Fractional CMO when you have more to invest, higher risk, want to go faster and require a more hands-on approach. Marketing Coaches are ideal for situations with smaller budgets, or where guidance, direction and support are the primary goals.
For a quick primer on the topic, read Coaching + Marketing. If you really want to understand our approach, read our book Mastering Marketing. It breaks the business development process down into 20-steps to follow. We also offer a series of free ebooks and helpful articles on our blog to help you take control of your business development process.