The biggest obstacle to go-to-market success (and lead generation ROI for that matter) is the lack of good execution.
The Chief Marketing Officer (CMO) Council’s latest study, “Driving the Bottom Line from the Front Line,” assessed the go-to-market processes and capabilities of global companies. According to the study, "Surprisingly, over 46% of respondents gave themselves failing grades when assessing their own go-to-market effectiveness, with only six percent giving their capabilities the highest marks, and just 29% calling themselves quite effective."
The study concluded that poor collaboration between sales and marketing is a key reason for go-to-market failure and this is where the leadership from upper management plays a vital role in successful execution. Todd Ebert over at the BAD Marketing Blog gives some additional insights on the CMO study here.
I agree with their findings. With that said, it requires more than just effective upper management involvement. I believe that effective collaboration requires each of us to better managers ourselves.
Becoming an effective marketer goes far beyond creativity and careful campaign management. Like any other functional role, marketers will execute successfully, more often, if we are first and foremost good managers.
Collaboration between sales and marketing and go-to-market execution will come more naturally if we each focus on our basic management skills: Leadership, communication, planning, organizing, staffing, and controlling.
I encourage you to check out The Effective Executive: The Definitive Guide to Getting the Right Things Done. If you only read one book about how to improve your personal effectiveness I think you will find this book to be a good choice. It was written quite a while ago but it’s a wonderful resource.
Related post: Why CEOs Must Be Actively Involved in Lead Generation