When working with a third party (partner, agency, consultant) sometimes the company that is the easiest to interact with, might actually yield the worst results. Reflect on that for a second.
At the end of the day, you don’t want to work for someone who agrees with all of your thoughts — you want someone that continues to push for progress. The reason why you should work with an outside company is not for lever pulling, but to breath fresh perspective into your organization.
Marketing automation platforms have powerful capabilities, but they are only as impactful as their operators & process allow them to be. Process requires change, and change is never easy. To the majority of us who are not A-type risk seekers, revisions are often met with discomfort.
You didn’t really think you were going to unwrap that shiny new MA toy and magically hit revenue goals with a few e-blasts did you?
Your marketing department will actually have to start talking to Sales. Your Sales team will have to start taking detailed notes of lead quality in your CRM and adhere to strict follow up timelines. It will no longer be acceptable to blindly create & blast content; it takes compelling and personalized content to make an impact. All departments will be responsible for top line revenue growth, some for the first time.
Complacently & lethargy hinder growth, and a yes-man can lead to both. It takes a different breed of partner to challenge your company methodology should they feel the campaign is headed in the wrong direction. One who doesn’t sit and wait for you to gain approvals for media and content plans, but aids you in the planning process.
Often 3rd party companies are evaluated on fixing a specific ailment (such as Marketing Automation/CRM integration), instead of being assessed on strategy.
Your potential partner should be able to build a roadmap and aid in:
- Creating reporting that can track the effectiveness of each marketing channel/initiative
- Increasing the total qualified sales opportunities
- Lowering the average time of sale
- Driving increases in net new revenue growth YoY
There is nothing wrong with hiring extra helping hands for short-term initiatives. However, if you are looking for a partner to help you grow revenue, expect to hear, “wait, why are we doing that?” quite often.
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.