A man is flying in a hot air balloon and realizes he is lost. He reduces height and spots a man down below. He lowers the balloon further and shouts: “Excuse me, can you tell me where I am?”
The man below says: “Yes, you’re in a hot air balloon, hovering 30 feet above this field.”
“You must be an engineer” says the balloonist.
“I am” replies the man. “How did you know?”
“Well,” says the balloonist, “everything you have told me is technically correct, but it’s no use to anyone.”
The man below says “you must be in management.”
“I am” replies the balloonist, “but how did you know?”
“Well,” says the man, “you don’t know where you are, or where you’re going, but you expect me to be able to help. You’re in the same position you were before we met, but now it’s my fault.” Read Quote of Jason Heinrichs’s answer to Jokes: What are some of the most profound jokes ever? on Quora
Does the joke resonate? If the two worked together, the end result might be more positive.
I explain marketing to many small business owners and non-profit organizations in my presentations and conversations with clients. What I have noticed is that a lack of time and understanding for marketing may stem in the denial of a necessary collaborative effort.
You can silo out non-customer oriented positions, but anyone that may “touch” a customer must work together to be the most effective and deliver the most positive ROI.
Can you just delegate every role?
- Salespeople should understand the goals of marketing and follow the company mission.
- Owners/Management must train sales to optimize customer satisfaction.
- Marketing needs sales and management feedback to determine marketing effectiveness.
- Sales should provide customer feedback to owner/management and marketing
- Owners/Management should provide product and sales input to marketing to promote consistency in messaging both on the floor and in marketing.
In other words, silo-ing will always lead to failure of some kind.
How to improve your success rate?
As for any small business or organization, a perceived lack of time is a primary factor inhibiting productivity and growth. I have 3 suggestions for using modern technology to facilitate success. See my next post for the suggestions…