As a marketer thinks, so he is. Of course this is a take-off on James Allen’s work in his book As a Man Thinketh, when he says “All that a man achieves and all that he fails to achieve is the direct result of his own thoughts.” If a marketer concentrates his thoughts on creating qualified leads and revenue growth, and serving his sales force, he or she (and the company) will enjoy a yield not unlike a gardener who cultivates his plot, weeds it and nurtures it toward perfection; they’ll both experience a bumper crop.
If, however, the marketer fails in his thinking, does not create qualified leads, refuses to believe his job is to create revenue, and avoids using the tools that make a market share grow (CRM and marketing automation to name two), the yield will be small and unproductive. Marketing expenses will be high, sales turnover greater than expected, and forecasts unmet.
Some marketers are defeated before they begin because they don’tthink their job is to create revenue. They don’t think that they can create a better lead. Recently I overheard a marketer say, “I can’t do this (create revenue growth) because my company doesn’t believe it can happen. They won’t give me the budget or the tools. We’re in an industry that is behind the times; sales management has not grown and matured, and they’re still working as if they’re in the last century.”
My reply to her was that it’s her own thinking that is holding her back, not the company or its managers. Her thinking is holding back the company. She must put thought into action, regardless of those who doubt it can be done. Cause and effect are more apparent in marketing today because the tools exist to show that the fruits of a marketer’s labor can be proven.
Allen said, “He who cherishes a beautiful vision, a lofty ideal in his heart will one day realize it.” My advice to the marketer is that she must lead by example. She must show that revenue is tied to her marketing programs. Her ability to create qualified leads is not restricted by anyone but herself. Thinking this way, she will constantly seek better ways to serve the company, the customer and the salespeople.
Her thoughts and confidence will bring about a direction of purpose that others will copy and understand. Her results will demonstrate that the consequences of marketing properly applied will always produce sales. Sooner, rather than later, her ideals will force management to give her the tools to do more, create more, and serve her sales channel.
And all of this is the result of Allen’s most famous phrase, “As a man thinketh in his heart, so is he.” If the company, regardless of the thoughts put into action on their behalf, doesn’t recognize what she has done for them, it is her obligation to seek out a company that thinks the way she thinks; acts with purpose the way she acts; embraces the tools in marketing that bring about their growth.
Marketers are the masters of their thoughts, the creators of their future and the future of their company. They know that if they can “think it,” they can create revenue and prove it. As Allen said, “They themselves are the makers of themselves.”
If you already thinking that you can create revenue and results with the right tools, and you’re ready to get everyone else on board with your marketing strategy, check out this eBook on making the Business Case for Marketing Automation.
