Business Matters: Why you should not put marketing at the top of your list

Many businesses see the task of marketing as generating leads for salespeople to follow-up. I suspect this is because people have a picture of a sales funnel or sales pipeline in their minds.

Just because you can draw a neat funnel, does not mean that there is one. Back in the real world, the buying decision, and the marketing and sales process a business has in place to support it, is much more irregular. And, the way to build long-term profits is actually to put this type of marketing at the bottom of the list.

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