Marketing should not be considered a cost center; it is really a company’s best revenue enabler. It’s true that marketing must make specific and measurable impacts on the company’s ability to generate sales. However, many marketers are so covered up in production work, that they barely have time to actually pause and consider the bigger picture: revenue enablement. There are literally dozens of ways marketing can and should help enable more new revenue; here are a few examples to consider:
• Marketing can take ownership of the sales funnel and ensure tracking of all lead sources.
• Marketing can team up with HR to drive an enhanced new-hire onboarding experience. Happy crew, happy customers.
• Marketing can partner with Ops and the AM team to ensure “early warning radar” type data is made more visible regarding client experiences with the brand.
There are many ways marketing can help enable revenue. Marketing can easily become the company’s Swiss-Army Knife for revenue enablement.