Frontline Perspectives

Recently I shared the good news with a client that some of their work won an industry award.   “Great!” he said to all of us assembled.  Then without missing a beat he asked, “Did it get us any leads?”   Now this client was making a tongue-in-cheek comment that was all in good fun, but it has stuck with me for a few days because I think it’s a great reminder how important it is to focus on the things that really matter. 

There are no shortage of distractions–especially in sales and marketing–but nothing should get in the way of delivering a steady stream of prospects to the pipeline.   With few exceptions, any marketing effort that does not in some way contribute to that goal is quite simply missing the mark.   (And yes, this award winner had strong lead generation ROI).  

So I have to thank my client for giving me the perfect quotable litmus test I’m sure I will ask myself and others for years to come… “Great, but does it get us any leads?”