I’m going to take a wild guess about what you’ve been up to lately. Call me psychic, but I’m guessing you’ve been angling for budget over the last few months. I’ll go a step farther and predict that in doing so, you only shared your successes. The programs and campaigns that didn’t work, the spending that didn’t quite pay off—those probably went unmentioned.
Okay, I’m not really psychic. I just know that end of year is when many marketers ask for a budget for the year ahead. I also know that marketers love to highlight their achievements (who doesn’t?) and ignore everything else. That might seem like a successful strategy in the short run—hey, if you got your budget, you did good, right? But that approach can actually hurt you in the long run.
Here’s why. Too many marketing departments launch campaigns in a vacuum. They meet their quota, congratulate themselves, and raise the quota for next time. What they don’t do? Look at the conversion rate. They don’t gain any insight into what drove their successes and failures, or how they can optimize future efforts. And so they ignore the wave of leads who didn’t convert. The programs that crashed and burned. All that wasted time and budget.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.