Aligning Your Current Lead Generation Campaign With Your Overall Business Goals

Does your marketing department feel like it's on an island unto itself? This is often the case. Marketers often feel isolated while trying to bring in new leads and, hopefully, find better methods for turning leads into valuable sales. However an effective marketing campaign is born only from an effective perspective on the business. When you have an informed view of your marketing data, you can develop better perspectives on how to market your products or services, which in turn results in better designed and executed campaigns. Here is how you can align your marketing efforts with the overall goals of the business you serve.

What are the Business' Long-Term Goals?

Marketing campaigns can sometimes be a one-off, lasting a few months or perhaps a year. This leads to marketers getting wrapped up in the business' short-term goals, say, increasing sales numbers by 30 percent by year's end, or maybe doubling sales-accepted leads by end-of-quarter. It can be a balancing act to meet these short-term goals and keeping in mind your company's long-term intiatives.

Have the executives set goals like surpassing the sales of Competitor A within a 5-year time frame? Maybe they've set their sights on being the number one provider of Product Z or the largest retailer of Y in North America. Armed with this foresight and marketing data in hand, marketers can develop a plan that will help the company reach its long-term goals, not just the goals set forth for the year to come.

What's "Love" Got to Do With It?

Lead generation Is your marketing love life lacking? A relationship with sales, finance and IT could be just what your marketing department needs.


Building relationships across the organization is a great way to execute your business' initiatives. Sometimes marketers are only focused on what they need to accomplish, but other departments hold a wealth of information that can be useful in this process. For example, the sales department knows what your season-to-season sales cycle actually looks like. Maybe your products or services have a natural tendency to lag in sales at the beginning of the year, peaking in warm weather, and lulling again at year's end. This happens with a wide variety of products that aren't necessarily "seasonal" in nature. For instance, people rarely invest in furniture during the holidays and don't typically invest in life insurance either.

A relationship with finance can also be valuable to marketing. Not only are they a hotbed of information on sales numbers and forecasts, but they also hold the purse strings. If marketing doesn't forge this relationship to emphasis the importance of marketing strategies, marketing may find itself without the needed financial support to perform.

Know What Potential the Data (and the Data Technology) Holds for You

Another important relationship for marketing to invest in is the IT department. There is a lot of new technology available that can make the data marketer's job easier, faster, and more efficient. Is your IT department aware of your needs in marketing? Does IT hold a storehouse of data that could help improve your marketing efforts? Even if the data is raw, incomplete, and outdated, a hearty data enrichment solution can make the data useful and profitable for you. ReachForce is the B2B marketer's best friend when it comes to cleansing and scrubbing marketing data.

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