Customer Acquisition is a Myth

The economy is working on rebounding and companies are gearing up.  Pipelines and revenues are heading north and hiring along with it.  But something in this rebound is different. For new sales hires, the expectation is that they join with a solid book of business and a pipeline already in hand; even for companies where the ramp time for sales people to achieve repeatable revenue productivity is six to nine months.  Same goes for marketers. Regardless of the market’s or company’s maturity or readiness the expectation of newly hired marketing leaders is that they produce a significant uptick in pipelines in 60 to 90 days, regardless of the capabilities or competence of marketing or sales. For many new hires, these are unrealistic and unachievable expectations.  Nevertheless, the message is loud and clear – growth comes only from net new customer acquisition.