B2B Marketing

There are no two ways about it: setting business goals is crucial, especially within marketing and sales teams. Goals propel businesses forward, by encouraging teams to strive for the best. And as Stephen Covey said, goals allow us to “begin with the end in mind," enabling us to measure long-term progress and successes on the path to that specific end. While most of us can readily grasp the importance of goals, accomplishing them in practice is another matter. One particularly critical yet challenging element of goal-setting is selecting the metrics by which our performances will be gauged. This is where lead and lag metrics – two ways of organizing internal KPIs – offer a helpful framework for identifying what's working and what's not on the path towards success.

Scalability is defined as “the capability of a system, network, or process to handle a growing amount of work, or its potential to be enlarged in order to accommodate that growth.” (Thanks, Wikipedia!) Conversations about scalability are commonplace in the venture-backed startup scene, and for good reason. Scalability is a prerequisite for rapid growth. With digital products and social networks, the marginal cost of selling another product or adding another user is practically zero (ignoring, for this moment, the downstream need for salespeople, marketers, customer service reps and other personnel). Code-driven business models create the possibility to build a billion-dollar company with only thirteen people.

Congratulations. If you've made it to the proposal stage with a potential client, that means you've been out there taking calls, booking meetings and learning about how you can help another company accomplish their goals. Now that you've done the groundwork, its time to seal the deal with a killer proposal. At this point, you've should have already had thorough discussion with your potential client about their needs, bugdet and timeline and how you plan to help. The purpose of a proposal is simple: to formally outline all of your learnings form the sales process and get them to sign (or click) on the dotted line. Whether you are a freelancer, an agency or a business, nailing your proposals is a critical skill. Here’s how to do it.

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