Who Wins When Marketing Strategy Conflicts With Sales Goals?

One hint- rhymes with whales. But if we were to turn that answer to Marketing, it would be because those marketing mavens have found a way to turn short term sales into lifetime customers. We may not remember when we started thinking of our customers as acquisitions but it’s time we stopped. We have the tools now to hear consumers individually and broadly- partner with them, create a two way conversation, apply their feedback, understand their current needs, solve their future needs.

The initial abrasion of changing strategies is a challenge and might cause you to miss some KPIs. Now, if you’re a public company and you miss your short term goals (earnings), like Apple did this week, you’ll drop $22 points and have the worst few weeks of your life. If you’re not public, the turbulence is easier braved if you’ve recruited stakeholders to see and implement your vision. You’ll be everyone’s favorite leader again when revenues catch up and build quarter after quarter.

Overcoming the short term reactions and revising goals is all part of change and course correction. It starts with a well-formed focal point on the horizon, followed by specific and tangible goals. And if you don’t want to be the only one headed toward that goal, devising a multi-pronged internal communications plan is key.

Lifetime customers are a win for Marketing and Sales, of course. It’s also a win for the customer.