Marketers love our “hard results” data, our Key Performance Indicators (KPIs) like email opens, clickthrus, optins Earnings Per Click and so on. The only problem is, KPIs only tell us WHAT someone did, but not WHY they made their decision…or if there reasons have changed since then. Nevertheless…
Many marketers measure success by these numbers.
When everything looks like the leadflow and optins are great and the campaign a big success, but sales percentages are in the dumpster, it must be Sales at fault, right? Let’s see what Sales thinks about this great campaign.
“Where do these marketing folks get these leads… off Craigslist?! When we get a live one, we book a sale every time, but these people are all bogus, broke and most aren’t even in the market. And what about that new campaign? What in the world were they talking about in those ads, anyway!? All Marketing does is burn daylight while WE waste our time dealing with the same old objections and excuses with non-buyers over and over again! We need somebody who isn’t in some ‘creative coma’ to get out there and find us some good, qualified prospects… and fast!”
This Marketing-Sales Disconnect is due mainly to our reliance on KPIs alone. But there IS a better way. We’ll look at the answer – and why — in KPIs Are History Part 3: The Solution
