If you want to grow your business, you either need to sell more to people who’ve bought from you previously, or identify more people to buy from you. I think that’s obvious.
Equally obvious is the requirement to identify growth markets and invest in those.
But if you’re the marketing exec responsible for an existing mature market, and your sales force would rather just develop opportunities from within their existing clients. You’re already struggling to get someone in sales to pick up the leads that you’re generating outside of the core clients.
Sound familiar? Have you got experience with these challenges? What did you do? What were some of the challenges?