Maybe we only see what we want to see, but it would appear that marketing as we know it…is dead.  Of course there’s still public relations, and companies still need to produce corporate brochures, but gone are the $$$ no-metric-ad days.  It could be blamed on the recent economy, but we’ve seen the writing on the wall for years. While there are plenty of reasons, the Dot Bomb certainly brought to the forefront the need for accountability in marketing.

Companies are now seeking individuals that can drive demand. Titles like VP of Demand, Director of Lead Generation and Director of Database Marketing are becoming commonplace.  These are no longer positions reporting up through the Marcom Director. These are high visibility positions reporting directly to the CMO or CEO in many cases. It’s that important.

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Everyone wants those golden “A” leads, but in many cases they are less valuable then B & C leads. Think about it. If you are so lucky to stumble across an individual that has the right title, works in the right size company, in the right industry, with a budget and ready to buy in three months, it’s probably a target that is already working with other vendors. They may be simply throwing you into the mix to validate a choice they have already made. Maybe it is to show their boss they’ve done extensive research. You’ll go through the expense of completing RFPs, getting executives involved, only to find a few weeks later that they went with another vendor.

Don’t get me wrong. If you have a great product you might displace another vendor. But, a stronger position is to be the first in, with the optimal solution. Look at your “B” and “C” leads and nurture them. They may be the true golden leads.