Remember: It’s About Revenue

Step Five of Ten Steps To Marketing Relevance
Don’t Get Caught Up in Making Nice Marketing…It’s About Making Money

How many of you know marketing managers who get lost in the weeds?  Every team I’ve seen has members who get so caught up in making nice deliverables and campaigns that they forget to keep their eyes on the revenue ball.  You can learn from them.  Before diving into a project, ask yourself, “Will it make the company money?”

Office space

As we covered in a Be a Thought Leader, the way to a customer’s wallet is to make effective, information-rich targeted deliverables that prospective buyers will value.  Danny Turnbull, Managing Director of gyro Manchester, put it this way in a 5/9/13Forbes article, “We live in an age where information is currency. If you create something of value for the end-users, they will pay it forward.”

Inbound equals customers

Click to Enlarge

And, as we discussed in Think Omni-Channel, it pays to use inbound channels that earn prospects’ attention.  According to HubSpot, inbound marketing costs 62%less per lead than traditional, outbound marketing, and have a higher close rate.

Marketing author and speaker Guy Kawasaki says, “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”

I don’t know about you, but I think my time is valuable.  If you give me the gift of information where I can find it when I’m looking, I’ll pay it forward.

About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on
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