Hello Folks!
“The One Thing” by Gary Keller with Jay Papasan is an all time favorite of many of us. Does it have takeaways for marketers and the sales community ? We believe so and here we share.
For example,
"One Thing" That Demand Gen Can Do!
Could you bring these questions to your meetings ?
- What is one customer type that will give us testimonials as well as expansion ?
- What is one customer acquisition channel that you should win before opening another one ?
- How can I afford to run two channels when I have not explored one completely ?
- What does it take to build customer data with the highest accuracy possible this quarter?
A ‘Big Change in Campaign results’ Requires ‘New Demand Generation' Mindset
Inspired by the quote: A new answer requires new behavior
Big changes in campaign results are possible when a new behavior is adopted.
- Limit to one or two channels that you know will work.
- Do A/B testing when in doubt before you scale.
New behavior: If none of my customer acquisition channels are working, something is not right. Let’s do A/B before I embark on a scaled version.
Don’t Kickstart Your Marketing Campaign With Two New Channels
Inspired by the quote: If You Chase Two Rabbits, You Will Not Catch Either One
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Do inbound and outbound together only when you have figured out at least one of them and want to scale another one without affecting the other one.
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Do APAC and USA together only when you have conquered one market completely
Creating a new category and increasing revenue are the two different games. You need to choose one.
Achiever Demand Generation Folks Work With A Clear Sense Of Priority
These accomplished demand generation folks know that
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Demand Generation requires persistence. One positive or negative result does not mean much
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They know that a marketing team does not get built in a day. It takes years.
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They know that data is the most important commodity to invest in.
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They know what customer needs and copy keeps changing.
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Their OKRs are clear, simple, and precise.
Clear sense of priority means that you let go of things that you can live without.
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Let go of intent data and ABM buzzword if your customer persona is not clear
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Get go of website revamp if leads and marketing teams are not complaining about it.
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Let off of fancy playbooks if it increases the time taken by graphics designers.
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Marketing and sales folks with clear revenue goals and customer types can achieve results that others can only imagine.
Conclusion
What ‘one thing’ would you like to vouch for ?
As sales and marketers professionals, we must focus on doing that one thing repetitively. It might not be the same “one thing” for you and me. What is your “one thing” ?
