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February 4, 2019
The Culprit for Your Failed Demand Generation Project Is Likely Poor Execution, Not Poor Design
By: Mike Drapeau
Who Is at Fault for Your Failed Initiative?
The golden goose of demand generation is finding new buyers unaware of your solution and then motivating them to learn more about you — your company, your solution, your people.
These projects typically include some mix of persona research, buyer journey mapping, prospecting process improvement, content marketing, new messaging and brand, social selling, and/or mobile enablement.
Some get results. Some don’t. Many run out of steam, with high expectations unmet and legions of new customers never welcomed.
This failure to achieve the desired results (i.e. new logo customers) frequently gets laid at the feet of the CMO and sometimes the CSO/CRO. It was a “poor idea, poorly executed”, they say, or some version of that cause.
And then the company manages its own decline because, without new customers there is no bright future.
But SBI’s experience and field research indicates that the flaw is almost always NOT in design; instead it is in poor execution. Namely, the inability of the organization to drive the necessary behavior change.
Download our Execution Indicators Tool to leverage and track 6 different metrics to evaluate your execution, and to evaluate the measurement, source, and status of the 6 metrics.
What to Do About a Sluggish and Ineffectual Execution Capability
Rome wasn’t built in a day. And neither, too, will you be able to recover quickly from a flaccid and weak execution motion. It takes a new people, a fresh approach, and sometimes even tools.
But most of all it takes consistency and organizational patience — two things often in short supply in corporate America.
If you want to snapback and get your initiatives back on track, here is a brief primer on what to start doing tomorrow:
Download our Execution Indicators Tool to leverage and track 6 different metrics to evaluate your execution, and to evaluate the measurement, source, and status of the 6 metrics.
For more execution related content, read the following articles:
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