Building a Measurable Sales & Marketing Process
September 2009: As a business owner, executive, or department head, you wear many hats, but your number one responsibility is allocating precious resources like your budget or your manpower. Some circumstances provide the gratification of instant feedback. A restaurant manager tells one of her employees, “Go clean the bathroom,” and thirty minutes later it is clean. The application of resources had the desired result, and the results were immediately obvious. Experienced executives know that resource investments in Sales and Marketing often lack that “immediately obvious” sensation. This is especially true if the Sales and Marketing “process” isn’t a process at all. Unfortunately, many companies make the mistake of treating Sales and Marketing more like an art form than the science it is.