David Jenyns argues that most sales teams play a numbers game, calling a thousand people to close ten deals. Instead, he says, position your product clearly so marketing builds demand naturally. It's the difference between pushing a boulder uphill and downhill.
Now what happens is you have to do that numbers game thing, okay? We've got to call a thousand people to get 100 appointments to close 10 deals, and you just waste so much time, money, and resource, and it feels like pushing a boulder uphill. Whereas if you've had marketing integrated from the start, it's going to feel like pushing a boulder downhill. You give it a little push and now it's got a life of its own, it's getting traction. More people are knowing about the product, people are loving it, people are recommending it. And so that can only happen if you've been deliberate about your positioning, your messaging, who your target market is, figuring out what problem do you actually solve.
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