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    Navigating the Lead Generation Maze: Strategies for CROs to Smooth Revenue Flows

    How does a CRO or CEO balance the generation of quality leads with other sales-centric tasks? Should marketing be involved at all?


    In today's competitive market, effective lead generation stands as a cornerstone of successful sales strategies. However, Chief Revenue Officers (CROs) and CEOs often grapple with a critical challenge: balancing the generation of quality leads with other sales-centric tasks. This article delves into the pitfalls of ineffective marketing strategies and their impact on sales teams, specifically focusing on the consequences of sales personnel shouldering the bulk of lead generation.

    The Challenge of Ineffective Marketing Strategies

    A common scenario in many organizations is the underperformance of marketing strategies in generating leads, inadvertently shifting this responsibility to the sales team. Ideally, marketing efforts should serve as the frontline for lead generation, creating a pipeline of potential customers for the sales team to engage and convert. Depending on your product or services offering, this can range from PLG, to ABM, SEO to social media and everything in between.  

    However, when marketing falls short, sales teams find themselves mired in the time-consuming process of lead generation, significantly detracting from their primary role: selling. 

    The Impact on Sales Teams

    Now I believe that every sales person (frankly every person in a company) should be capable of and responsible for generating their own leads.  But the onus can not fall solely on the sales team.  If this happens, the consequences of this shift are profound. Sales professionals, when tasked with generating their own leads, often find themselves spending less time in their area of expertise – engaging and closing deals. This misalignment not only affects individual performance but also has broader implications for the business. 

    Long-term Consequences

    The ripple effects of this scenario can lead to a volatile revenue stream characterized by unpredictable peaks and valleys. Consistent and quality lead generation is crucial for steady revenue growth, but when sales teams are preoccupied with generating leads, this consistency is compromised. The result? A business landscape where long-term strategic goals are overshadowed by short-term tactical needs.

    Below is a real world example from one of our clients whose revenue was volatile and unpredictable.  Marketing was focused on branding with no target for lead generation.  100% of all sales were organic and inbound or generated from outbound of pre-existing customers. This lack of repeatable and predictable marketing caused unpredictable revenue and worse, unpredictable cashflow creating numerous issues for this mid 8 figure business.   


    Strategic Solutions

    To address these challenges, CROs and CEOs need to adopt a balanced approach to lead generation. This includes:

    • Enhancing Marketing Strategies: Invest in marketing initiatives that effectively capture and nurture leads. Techniques like content marketing, SEO, social media and targeted advertising can significantly increase the quality and quantity of leads.
    • Leveraging Technology: Utilize CRM systems and automation tools to streamline lead generation and allow sales teams to focus on their core responsibilities.
    • Training and Development: Equip sales teams with skills to identify and cultivate potential leads within their selling activities without detracting from their primary role.
    • Collaborative Efforts: Foster a collaborative environment where marketing and sales teams work in tandem, aligning their goals and strategies for mutual benefit.


    The balance between lead generation and sales tasks is crucial. CROs and CEOs must navigate this landscape carefully, implementing strategies that not only alleviate the burden on sales teams but also ensure a steady and robust pipeline of leads. By doing so, we can pave the way for consistent revenue growth, steering clear of the feast or famine that plagues many sales-driven organizations.

    By: Travis Brown

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