This is neither an endorsement nor a condemnation of cold calling. In some models, it makes sense, in some it doesn’t.
This post isn’t just about cold calling – it is about all lead generation activities. Lead Generation is a marketing function.
I draw a distinct line between marketing and selling.
- Marketing: Reaching out to potential buyers with the goal of having them raise their hand and say “I’m interested in discussing your product.”
- Sales: Working with those folks who raised their hand with the goal of closing a sale.
Once you embrace this concept, you’ll see that the time spent on lead gen (or any marketing activity) means that the individual working these activities is NOT working on sales activities.
Sales activity is the part where revenue is generated.
That’s all fine and good but what if you are a small organization Read the rest of this entry