Part 8 focuses on the centrality of Needs to the Lead Generation paradigm, and how, by focusing on true market needs, you can create meaningful accountability and bridge the gap between Marketing and Sales.

Part 8 focuses on the centrality of Needs to the Lead Generation paradigm, and how, by focusing on true market needs, you can create meaningful accountability and bridge the gap between Marketing and Sales.

Part 8: It's All about the Needs

Did you know that more than 95% of all Marketing programs fail to deliver on any meaningful revenue objectives? And that turnover among both sales and marketing professionals is over 60% by 2 years? But that's why 70% of PE-funded companies fail within 15 months.It's why over 3,200 Venture-funded businesses failed in 2023, taking down over $27B in invested capital.And it's why the Business Failure Rate - which is over 50% at 5 years - is higher than it's been since the Great Recession. Sadly, though, the reasons go beyond just running out of money. It's because schools teach Marketing as if it's a STEM course. And it's because the game is wired against you, where.platforms like Google, Facebook and Amazon gate access to vast markets - preventing you from gaining market share. And they force businesses to compete on price, squeezing margins until there's nothing left.But the biggest problem is that the industry is simply lying to you. For example:<ul><li>It's a lie that "57% of the decision process is completed before the customer ever talks to a salesperson." They never did the study!</li><li>It's a lie that MQLs lead to SQLs. "MQL" is really just another name for "waste in advertising."</li><li>And it's a lie the Marketing can't be held accountable for Sales, and that you have to live with finger-pointing.</li></ul>The truth is that Marketing CAN be accountable for sales. And that you CAN develop Marketing and Sales programs that reliably deliver profitable revenue growth. You just have to know what you're doing.That's what "Lead Generation: the Missing Link between Marketing and Sales" and the Lead Generation Podcast are all about:How to generate proftable revenue growth in a crowded and competitive market.

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Did you know that more than 95% of all Marketing programs fail to deliver on any meaningful revenue objectives? And that turnover among both sales and marketing professionals is over 60% by 2 years? But that's why 70% of PE-funded companies fail within 15 months. It's why over 3,200 Venture-funded businesses failed in 2023, taking down over $27B in invested capital. And it's why the Business Failure Rate - which is over 50% at 5 years - is higher than it's been since the Great Recession. Sadly, though, the reasons go beyond just running out of money. It's because schools teach Marketing as if it's a STEM course. And it's because the game is wired against you, where.platforms like Google, Facebook and Amazon gate access to vast markets - preventing you from gaining market share. And they force businesses to compete on price, squeezing margins until there's nothing left. But the biggest problem is that the industry is simply lying to you. For example:It's a lie that "57% of the decision process is completed before the customer ever talks to a salesperson." They never did the study!It's a lie that MQLs lead to SQLs. "MQL" is really just another name for "waste in advertising."And it's a lie the Marketing can't be held accountable for Sales, and that you have to live with finger-pointing.The truth is that Marketing CAN be accountable for sales. And that you CAN develop Marketing and Sales programs that reliably deliver profitable revenue growth. You just have to know what you're doing. That's what "Lead Generation: the Missing Link between Marketing and Sales" and the Lead Generation Podcast are all about: How to generate proftable revenue growth in a crowded and competitive market.

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Part 8: It's All about the Needs

Part 8: It's All about the Needs