Jul

Your Internal Marketing Constraint is still Important

Finding your internal marketing constraint is still important. Most people consider that their constraint in marketing is the number of prospects and in today’s economy it is very true. I believe that places an even great emphasis on managing your Work in Process or prospects. It does little good to increase prospects if you are not effectively handling them internally. Think about, if you are doing a poor job of following up do you need to do a poor job of following up with more prospects. In fact, it will just get worse and your conversion factors may decrease from 10% to 5%. What would that mean? It would mean doubling your prospects would only maintain the same revenue. I could also argue that it may even do worse than that because expenses and discounts may increase.

As a result, why start with increasing prospects? This short video is an overview on how to use a Marketing Kanban to find your internal marketing constraint.