When you measure leads, all you are going to get is leads.
And there might be some very good reasons why you measure leads. You might know that a given amount of leads will translate into a given amount of deals. You might know that one lead has a monetary value attached to it. You might know that people feel motivated in trying to get more leads. You might have evidence and proof of these and many other things. But when you measure leads, all you are going to get is leads.
So, what happens when the team that sits in the other room, the team that gets leads as an input and needs to transform that into deals, cannot complete that transformation reliably and consistently?
Well, of course they are going to say that the leads are not good, that they are not quality leads.
And that’s exactly how the relationship between marketing, sales development, sales, and sometimes customer success, works in most B2B companies. There’s always somebody, further down the funnel, that complains because the quality of what they get is not good enough.
Because when you measure leads, all you are going to get is leads.
There are some decisions you make as a company that go beyond the mere consequences of the decision.
Whether or not you will send a notification to a customer when a contract is up for auto-renewal.
Whether or not you will require a credit card to do a free trial.
Whether or not you are going to hire that talented woman who has just informed you they are pregnant.
Whether or not you will let go that nice colleague who is under-performing.
Whether or not only managers are allowed to talk at company updates.
Whether or not you are going to raise the salaries or invest in the tenth project management tool.
We are used to think of culture, values, and principles as something very abstract, something intangible, something that reads nicely on the career page of the website. But the truth is that some decisions determine what a company stands for much more strongly and definitively than any two lines crafted by the most skilled copywriter.
It might be that everyone is out there waiting for you to come out with the new feature. Perhaps your detractors are just waiting for you to trip and your competitors can’t wait to see the sneak peek of your new product. Somebody for sure has also set an alert to track everything that you are doing and beat you to it.
Or maybe not.
The point is that the time you spend worrying about all these unlikely scenarios – let’s accept it, in most cases we are not that important – is time you could invest to put your work out there and get people excited about it.
You don’t have to tell, to explain, to convince, to persuade.
You just have to listen, understand, and play back.
Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the heart of millions of people, and focus those already existing desires onto a particular product.