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B2B Marketers: Stop Solely Targeting the C-Suite

9 February 2017
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It’s 2017, and every CMO is promising their CEO mountains of Glengarry leads for their sales organization to close. We’re not talking about normal, old Glengarry leads, we’re talking crème de la crème leads … the elusive C-suite leads that every marketer this side of Mars is longing for. Sound about right? Anything wrong with this picture? I see you nodding your head yes (well done). Everything is wrong with this picture.
The complexity of the b-to-b sale and its continued fragmentation has been documented ad nauseam over the past decade. Yet one thing continues: a complete and utter disregard from senior corporate and senior marketing leadership to accept the harsh reality that a marketing strategy solely focused on reaching into the C-suite will not yield success.
The marketing prophets are wrong
I get it! I’ve been on the calls, I’ve read the emails, and I’ve been in the meetings. So-called marketing ninja’s, strategic consultants, multi-exit pedigreed CMO’s, self-described visionaries, or, wait for it, a marketing prophet enters the fray and belts out the following gem:
“I’ve peeled back the layers of the onion and would like to empower you all with a recommendation I’ve been noodling on. When push comes to shove, I think we need to isolate one throat to choke in our key accounts and move the needle — yesterday. So let’s just cut the crap and sell directly to the final decision maker! It’s a slam-dunk right?! We can’t boil the ocean. Let’s collectively recognize what I’m presenting is a massive paradigm shift, but I’m thinking outside the box people. I have limited bandwidth over the coming quarter but let’s circle back and admire our success. You’re welcome.”
Everyone in the room is pale, silent, knows better, but doesn’t dare challenge the almighty one who just threw-up a massive pile of nonsense onto the conference room table with such basic and disconnected thinking. It’s destined to fail. And this is why:

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