Last year, the biggest turning point in my career was the day I experienced 'direct sales' for myself.
Until then, my role as a B2B marketer was clear. I'd introduce our solution to a prospect thoroughly, and at the decisive moment in front of the goal, I'd always hand off the ball with the same agreed-upon line: "Let me connect you with our sales team."
I believed that was efficient division of labor and the best pass I could make for the team.
Then one day, a prospect listened to my explanation and asked:
"I'd like to start using it today. How do I do that?"
I was about to pass to sales as usual when a strange whim came over me. Before I knew it, I answered:
"I'll just put together the quote and the contract for you right now."
That afternoon, the contract was stamped without delay.
I had finished the 'scoring moment,' the one where a lead I'd built up gets converted into actual revenue, with my own hands.
And from that day on, the way I think changed completely.
1. So sales had been keeping all this fun to themselves
Watching the final trajectory of content I created turning into real numbers was a thrill on a completely different level from the numb territory of checking the match report (the dashboard) afterward. I finally understood how dynamic a striker's domain sales really is.
2. I've tasted a goal. I need clearer chances.
Metrics like plain traffic or clicks started to feel like mere ball possession. I grew far more desperate for 'good leads' I could convert into a goal right away.
I was thirsty for real chances to get a shot on target. And, if possible, I wanted to be the one to score.
3. Where do I create more decisive chances?
I started thinking about how far I needed to extend the design of my marketing to secure more good leads.
No longer content with publishing content, I began creating SQLs through more aggressive means, including ads.
4. How do I bring the second ball back to life?
I started looking again at the leads I'd secured that had gone quiet, the 'balls that rolled out of bounds.' My view of remarketing turned far more aggressive: how could I revive these chances and turn them into second-ball goals?
Until I tried selling directly, maybe I'd been spending a period relatively free from performance pressure, just passing the ball around safely inside the fence of marketing.
But after stamping the contract myself and tasting a goal, my marketing started aiming at 'winning,' not 'possession.'
I have no use for the old me who chose the pass over the shot and was left with emptiness.
Now I want to lead the team to victory myself.
