Finding the most efficacious path to Revenue Generation (RevGen) is hard, hard work. And in B2B, we really suffer from a void of proven methodologies. So I value exposure to how my colleagues around the globe are handling similar situations.
There is nothing wrong with sharing a sales or marketing success. I love seeing what’s working for other orgs. Yet there’s SO much wrong with sharing a small sample success and proclaiming it to be an absolutely viable path to RevGen (I’m looking at you Marketing Automation vendors and bloviators).
I’ve actually felt bad over the years explaining that the average marketer takes this stuff at face value. It’s been hard to understand why. When you talk 1:1 with a marketer, he/she is often an intelligent, evolved person. But, as Nate Silver has helped me to understand, “We mistake more confident predictions for more accurate ones.” Word. And that’s why so much of the B2B community gets wrapped up in the wrong practices.
Consequently, it’s a joy to me to see a respected thought leader who is A. Willing to share a success and B. Positioning it as an example, not Nirvana.
I was thrilled recently to come across a couple of successes from trusted names, where the successes were shared as …ummm… successes. Not predictions, not panaceas, nor “If you’re not doing THIS, you won’t be successful.”
Loved this post by Jay Baer’s team. Bravo to them.
Kudos also to RainToday for their great header in a recent email: “How One Firm Competes With Global Giants.” It was truly an inspirational story, positioned honestly (what one firm accomplished), and the icing on the cake was that it was about my esteemed colleagues at Babcock & Jenkins. Story here.
If our B2B community ever hopes to develop an efficacious path to RevGen, we do need to share more successes and put an end to the false claims. By all means, if you’ve conducted a study that Nate Silver or Avinash Kaushik would be proud of – then shout it loud and proud. But enough with the mere bloviators. Right?
Bravo to Jay Baer, his team, and the folks at RainToday for the work they’re doing in this space.