Mark Osborne explains the difference between doers and leaders: doers report what already happened, while leaders forecast what's coming next. Strategic leaders use deal forecasts from marketing initiatives to hire ahead of demand and avoid scrambling when customers arrive.
We say the same thing oftentimes as it relates to marketing and sales is that the difference between sort of the doer versus the kind of strategic leader is the doer can tell you how you did, maybe not as quickly as you'd like and as accurately as you'd like, but at least they can do that versus a strategic leader can tell you how you're gonna do. And they can actually have accurate forecasts that you can then start to build a business around because if you can accurately forecast Well, how many new deals are we going to get from a particular marketing initiative? Then you can hire against those new deals so that you're ready for them when they come in instead of the chaos that comes from, well, we didn't know if it would work or not, so we didn't hire anyone and then it worked. And now we're scrambling trying to deliver against what we sold.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
