The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. I get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues. However, ignoring industrial marketing’s role in creating sales opportunities is a fallacy in my opinion. (See Manufacturers Need Lead Management to Close the RFQ Gap)
Industrial companies are having a difficult time adjusting their mindset to the new realities of buyer behavior. I have had many conversations where I have heard the other person tell me that they’ve never had to actively market their products and services before. They are accustomed to customers calling them for RFQs/RFPs. They’ve always depended on a constant flow of referrals and repeat business. Obviously, those channels have dried up, otherwise we wouldn’t be having a conversation about needing my industrial marketing consultation in the first place.