In 2010, we made a critical decision at Imagine. We decided that we needed to move beyond our focus on sales and support the entire customer acquisition & success process. This led to the creation of lead generation services, which led to becoming a HubSpot partner, enabling our clients to successfully implement inbound and content marketing.
I don’t often share the (real) reason that we made this shift. I remember the culminating event as if it were yesterday. I was debriefing with one of my sales coaches about the progress with a customer, and let’s just say that the progress wasn’t very good.
The sales team we were working with wasn’t embracing the approaches we were hired to implement and was struggling overall. In the debrief, I was being informed of the obstacles and objections the sales team were confronting, and further, why those objections meant our approach wouldn’t work.
I have to admit that was one of the most frustrating days of my career. I thought to myself, “Why is this so damn hard for them? I’ve been selling for decades and I’ve never had these problems, and while - yeah, sure I’m good - I’m not so good that I’m immune from common obstacles and objections.”
It was in that moment I was struck with a BFO - blinding flash of the obvious. I realized the one element that I’ve always had everywhere I’ve ever sold (or led sales teams) that this team did not have. That element was content. I’d always had content to support my efforts because I’d always created content if the content I wanted wasn’t already there.
I realize this observation from today’s perspective isn’t so enlightening. Today, content is a given. The problem is that as content has proliferated, its impact has decreased (which has further fueled the proliferation of content). A lot of people claim that the reason for this is that quality decreased. While I can’t argue with that observation, I’m certain that’s not the cause.
The cause is that people are doing content wrong.