Show #18: Fix Sales, Then Marketing

Both as an entrepreneur who owned a targeted marketing company and as a coach, I talk to a lot of people who want to improve their marketing. It’s one of my favorite topics.

When clients talk marketing, it’s because they want more leads. The belief is that more leads means more dollars. Digging a bit deeper, what they’re really looking for is more revenue.

The question then becomes, “What is the best path to more revenue? Do you start by fixing sales or fixing marketing?”

My advice is to fix sales first!

We can all improve our marketing, and my clients do that work. But driving great leads into a broken sales process ultimately slows you down instead of speeding you up.

You end up adding costs on the front end without driving the revenue you were hoping to see in return. At this point it’s natural to determine marketing isn’t working and try something new, only to be met with disappointing results over and over again.

Check out this video where I’ll break down why I often work with clients to nail down their sales approach before they throw big money at marketing.