When considering investment needed to drive growth for your company, the options seem simple – more Marketing and more Sales. The hard part is figuring out how to do it. There are more options now than ever to consider on placement of investments that have downstream impact on revenue and client success.
The best method to determining how to start, is to begin by asking questions. The following will lead you toward the right direction on how to invest your time and/or resources:
Do you know what is already working and what is not with Sales?
Do you know what is already working and what is not with Marketing?
In answering these questions you should have a better understanding of your process. Why does that matter? Because all investments work well when the time and/or resources are applied within a process. Think about it — If you want to put more into Marketing, does it go toward developing content? Advertising? Partnerships? People? If you make that investment in Marketing and it pays off by producing more qualified opportunities for Sales to work on, then you have to think about how they handle it? Are they set up to scale? Will they still provide a good experience for potential and current clients?
The balance between investment in Marketing and Sales must be made with either developing more interest, converting that interest into potential clients, and keeping those clients happy.