Demand Generation Is a Workout

I'm training for a marathon. My clients are getting their demand generation efforts in shape too. There are parallels.

My Upcoming Marathon
I'm trying to get back into shape. Oh, is it tough. Shedding the bad habits of the past is hard work. Bad habits weren’t such a problem a decade ago, but they are today.

Goal: Run the Pittsburgh marathon on 5/1/16.

Plan: Vision, discipline and regimen.

Journey: There are ups and downs, successes, failures, learning, lapses.

Results: Boatloads of time on the treadmill, down a few lbs., but I’m only halfway there.

Mindset: Some days I embrace the journey ahead; some days I dread it. But quitting is not an option.

Accountability: Contact me on 5/2/16. I'll 'fess up, good news ... or bad.

Your Demand Generation Efforts
You’re trying to get your demand generation efforts into shape. Oh, is it tough. Shedding the bad habits of the past is hard work. Bad habits weren’t such a problem a decade ago, but they are today.

Goal: Implement a more effective demand generation program by 5/1/16.


Plan: Vision, discipline and regimen.


Journey: There are ups and downs, successes, failures, learning, lapses.

Results: You’ve reduced your reliance on outbound (push) marketing programs that don’t work nearly as well as they did a decade ago. Today, you’re leading with content and focusing on excellence at the ZMOT (Zero Moment of Truth — more on this later), when someone is knocking on your proverbial doorstep. But you’re only halfway there.

Mindset: Some days you embrace the journey ahead; some days you dread it. But quitting is not an option.

Accountability: Will you be done by 5/2/16? Will you 'fess up, good news ... or bad?