Your Technology is Killing You!

Your Website is For Interested Parties not a Lead Generation Machine

Your website and online presence may be great, but they’re likely not enough to drive sales. Here’s why: while your website might be delivering a strong message, it’s only reaching people who are already looking for solutions — about 4% of your potential market. The other 96% who need your solution aren’t actively seeking it yet, so they aren’t visiting your website.

Marketing often assumes that simply putting your message out there will attract buyers, but that’s a misconception. Companies spend millions on SDRs to push emails and LinkedIn campaigns, spamming anyone who might see their message in hopes of generating leads. But here’s the thing: The internet is not for forcing engagement. Prospects don’t want to interact with you until they’re ready. Bombarding them with unsolicited messages is like dragging someone off the street into a store and calling them a buyer. Not only are they annoyed, but they’re also less likely to buy from you in the future.

Your website should serve as an educational tool, not a lead-generation machine for people who aren’t yet interested. If you want to engage the 96% who aren’t actively searching, you need to build awareness and interest first. That requires personalized, multi-channel, targeted digital campaigns that start conversations — not product pitches. But your team likely doesn’t have the bandwidth or tools to create and manage this kind of campaign at scale.

This is where technology can help. There are tools that can help you design and launch these campaigns quickly, target multiple stakeholders, and continually adjust for effectiveness. If you want to learn how to leverage this kind of technology, let’s talk.

Outreach Software Is Killing Your Productivity

Outreach software can be a productivity killer — unless you're selling a commodity directly to end users. Otherwise, it’s mostly spam. When you force engagement and track it as a lead, you’re really just collecting uninterested contacts. Take a look at your sales from last year versus the number of companies you spammed. I'll bet the conversion rate is well under 1%. Even worse, compare how many of those "leads" ended up closing versus those from other channels. When you then puts these contacts and engagements in the CRM You’ll quickly see that this approach is wasting valuable resources., track them, follow -up on them and report on them you are inflating pipeline and wasting an inordinate amount of productivity.

Outreach tools, when used properly, can absolutely generate leads that convert into sales. If you’d like to understand how to use them more effectively, reach out.

Your CRM Is a Productivity Drain

Your CRM should be a system of record, not a system of guesswork. The sales opportunity section is often filled with opinions, unvetted data, and speculation. Some companies make resource allocation or forecasting decisions based on the data in the CRM, but if the data is inaccurate or incomplete, that’s a recipe for inefficiency.

We also hear a lot about AI improving CRM productivity, but AI can’t work with bad data. It can’t analyze conjecture, fiction and opinion and provide meaningful insights. If you want to use your CRM effectively and reduce the money you spend on it, reach out. The key isn’t more data or more AI — it’s the right data, with the right processes, that leads to better decision-making and higher productivity.

Video Platforms Are Not as Effective as You Think

Everyone thinks video is the holy grail of sales, but it’s not as simple as recording a live presentation or conducting a sales call over video. Just like Broadway actors need different training for live theater versus film, you need different skills to sell on video. To be effective on camera, you need to communicate differently than you would in person.

If you want to learn how to sell on video with the same effectiveness as in person, I recommend reaching out to experts like Julie Hansen. With the right training, you can transform your video presence and boost productivity.

Technology Misuse in B2B Sales

While many industries see significant productivity increases from technology, the opposite happens in B2B sales — especially in the tech sector. Why? Because these tools are often misused. When you automate the wrong processes, you make things worse, faster, not better.

I know you might be thinking, “We’ve already invested so much in these systems, we can’t just throw them out.” The good news? You don’t have to. With the right adjustments, you can achieve significant productivity gains and lower your cost of sales without abandoning your existing tools.

If you’re an early-stage company looking to start on the right foot, reach out. When used effectively, technology can transform productivity and reduce costs, just like it has in other industries.

My system will help you adjust what you do today with the technology you have for eye ;popping productivity gains and cost of sales reductions.