Mark Osborne explains why every business subsystem, from marketing to sales, must work reliably for overall health. He argues marketing needs to consistently generate leads and sales needs to convert them, then shows how to define the repeatable functions that matter most in each area.
For a system to be healthy, all subsystems need to be healthy. If your marketing system or your sales system is underperforming, it'll bring down the overall health of your business. It's really important to make sure that each of these subsystems work well. So when you start to think of it from that perspective and you think of a systems approach, you then start to go, well, Well, in those subsystems, what are the most important functions that need to happen consistently for that subsystem to be considered a success? Well, marketing needs to generate leads and it needs to do it consistently. And if it doesn't do that, marketing is failing. Sales needs to convert those leads into clients.
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