Don’t let your dark side take control of your marketing strategy.

Don’t let your dark side take control of your marketing strategy.

As I write this blog, the global stock market is in a massive downward correction. Here comes more pressure to perform in the short term.

Every marketer has a dark side that emerges under pressure. From the “shotgun approach” of sending out more messages through every possible channel to the loosening of lead criteria with the hope that sales will continue to see lead volume – don’t let your dark side take over.

Instead, get focused. Immediately collaborate with your head of sales. Yep, from my keyboard to your eyes – pick up the phone and call your internal customer. Together, review your current strategy and discuss potential changes to your strategy, messaging and tactics. It’s not time to get fancy. Sure, you can offer up new tactics or recommend doubling down on one or two existing tactics that work. That’s expected. Instead, execute on what is already in your pipeline and to take a “rifle shot” approach by focusing on a few key ways to help close what is in the pipeline and to add quality opportunities to the top of your pipeline. Agree on the changes, the timeline and any new KPI that you need to add or adjust in order to measure your success.

You have to stay in alignment with what is happening in the field and what your sales team needs in order to deliver revenue. Do not attempt to do this in your own vacuum. If you do, your dark side will get the best of you.