Of course, marketers control the lead generation budget and this contributes to sales, but does marketing really control the wealth goals of the company? Darryl Praill, CMO of VanillaSoft and host of the popular Inside Inside Sales podcast says, “it depends.”
They have the talent and the skills, Darryl says, but whether they have the will to use these is another matter. Ultimately, he says they are the builders of wealth, pound for pound when measured against the employee count of marketing versus that of sales.
This statement can also be said of other departments, says Darryl, but marketing sets the strategic direction of the company, produces the product specifications that customers need, and generates demand. Darryl, however, still puts a “but” into the interview when he cautions that not every marketer is using their talents and skills as well as their competitors.