Let’s support sales performance


Several years ago I discovered Sergio Zyman in Paris when he was conferencing for his new book “The end of marketing as we know it“. He’s not bringing some rocket science to marketing but effectively highlights and helps us focus on the do’s and don’t of an effective marketing. As a matter of fact, he left me with this quote that I keep in mind at all times:

“The sole purpose of Marketing is to sell more to more people, more often and for more money.” — Sergio Zyman


In light of this quote, I’m always focused on filling the gap between sales and marketing, making sure sales reps are perceiving added value from marketing activities. If you do not enjoy good business relationship with your sales counterpart, start asking yourself what is to be changed in your deliverables. Marketing success is about increasing revenue and lowering cost of sales. Whether in Marketing 1.0 or Marketing 2.0 it makes no difference.

I’m bringing this up as I recently read some interesting numbers about Sales performance Benchmarks, and I wanted to share with you the striking ones out of this survey from 1,300 companies across all industries:

  • Only 60% of sales reps are making or exceeding quotas.
  • Only 37% of firms report they have implemented a formal sales process.
  • 63% of revenue comes from existing business, while 37% comes from new business
  • Only 38% of companies have what they would call “forecasting accuracy.”
  • Most have close rates of under 50% of proposals written (average=48%).

This Lewis Green post says it all:

“For at the end of the day, our bottom lines and the value of what we do are measured in sales, not direct mail campaigns, sell sheets or packaging….I also believe that sales and marketing staffs should be in one department and should work closely together on every step of the process, from understanding the customers, to strategic marketing and sales planning, to closing sales” — Lewis Green

Fellow Marketers, we’re in charge on this. Let’s make it happen.

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