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You Can’t Tame the Marketing Monster Through Avoidance

October 30, 2018

Which of these phrases best describes marketing in your tech company?

  1. We suffer from random acts of marketing
  2. We’re really good at drive-by demand generation
  3. We think of marketing as arts & crafts

If you answered A or B, you know what this looks like:

  • The sales leader says, “we need more leads.”
  • The marketing person reacts by doing … something.
      • Maybe an email campaign
      • Maybe an increased budget for AdWords
      • Maybe finding a firm to do cold callsroco-holding-map-800

The worst part, if it works, is that it becomes a habit – but that habit is unsustainable; when the ‘something’ stops working (and it will), you’re left with nothing. The reflexive do-something marketing approach has left the long-term pipeline dry.Whatever it is, the ‘something’ isn’t part of an organized, thoughtful plan. Maybe it works and the sales leader cools off. Maybe it doesn’t and you lost money and time.

If you answered C, you don’t have a marketing department or (worse) you don’t have anyone that understands the power of great marketing and what it can do for your brand and sales team.

(If your answer is ‘none of the above,’ you can stop reading now.)

Planning makes all the difference

A professional salesperson wouldn’t walk into a sales call without researching their prospect. Your CFO has a budget and plan for the upcoming year. Your facilities manager has a maintenance schedule they will follow.

Your marketing needs a plan, and to have a plan work effectively, you need a marketing system. That system has a foundation:

  • Strategy
  • Messaging
  • Differentiation
  • Your buyer’s journey


Once you have the system foundation, you need a tech stack (a website, for example, is part of a tech stack) to support your plans, a contact database with a proper hygiene process, and content offers to convert visitors into leads.

To make this happen, you need people – either ones who work for you or ones you rent.

We get it – marketing is a monster that will eat your time and gobble your money if it isn’t tamed and kept under control. Talk to us about marketing monster management; our mascot is a monster, so we know something about taming them.

Stop the madness. Build a plan based on a solid strategy, an understanding of your customer, clarity in your value proposition, and consistency of execution. Connect with me – we’d love to help.

Strategy Matters-Why You Must Develop a Solid Strategy  Before You Do Anything Else

Topics: strategy

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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