Today’s marketing and sales execution have everything to do with whether you hit your revenue goals or not. But businesses still put people in the wrong roles, for the wrong reasons. From a marketing perspective, this happens all the time. People are put into marketing because no one else wants to do it or no one else has the expertise. How many people have marketing people who also handle admin for the company? That can’t be in 2022. You need professional marketers, technical marketers, and strategic marketers to drive revenue. This happens in sales too. Almost every sales organization has poor performers at the bottom of the rankings. Eighty percent of new sales still come from 20% of the reps. You need professional sales guides, people who understand the new buyer behavior, and people who are willing to work differently with prospects. If you don’t have the right people in the right roles, you won’t hit your revenue goals

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