IMC Intuition

Thinking out loud about all things IMC

Our real job is to be Connectors

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I can’t remember where I read that the main goal of marketing is to remove objections to sales, but it is the simplest definition for marketing communications that I know of.

I think sometimes we in marketing get so focused on the number of leads our programs generate, that we gloss over the part where our real job is to be the connectors – to facilitate the conversation between 2 or more parties so everyone can achieve their mutual goals.

I was studying the “Sales Lead Success Checklist” by M. H. “Mac” McIntosh for my B-to-B Direct Response class tonight, and he addresses some very important questions. Three of them include:

  • Do you have a system in place to respond and document the inquiries you generate, whether the interest is short or long term?
  • Have you addressed the information needs for a person who is interested, but not a buyer, per say?
  • Are you measuring results and paying attention to what works?

If programs do not work out according to expectations, it’s easy to blame the sales people, because, like the infantry, they are on the front line. But the truth of the matter is that sales cannot do their job unless marketing does theirs.  The best way to accomplish this is to agree on what a good lead is and develop a comprehensive plan, not only to manage leads, but to support sales by continuing to provide relevant communication touch points between the company and their audience. 

You can download the checklist at M. H. “Mac” McIntosh website,


Written by Beth Ryan

October 7, 2009 at 8:54 pm

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