We marketeers like to take credit when things are going well, but how about when times are less rosy? Perhaps ‘sales’ simply aren’t acting on our leads..? (this is one we at Proctors hear very often).
Marketing Society president and United Biscuits CEO, Martin Glenn, said in a speech this week “all business failures are marketing failures at their heart, barring an act of God or a plague of locusts. The businesses that don’t exist today that did 20 or 30 years ago got their marketing wrong.”
It’s an interesting point and one that cuts straight through the old sales/ marketing-balance debate – in this age of proposition marketing, have we seen the death of the traditional sales cycle?
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