One of the first signs that a sales organization of a small company is growing and maturing is that they no longer rely on the sales team to generate leads. In the early stages of development, a new company requires that everyone “wear multiple hats”. Consequently, the salesperson usually plays the role of Chief Marketing Officer, Marketing Campaign Manager, and Business Development Specialist. It’s quite simple really—if the salesperson doesn't generate leads, no one will. But as an organization matures, the various Sales and Marketing disciplines should be divided as soon as possible. Not doing so simply makes achieving growth objectives more challenging and makes your life tougher than it needs to be.
Unfortunately, many organizations get stuck in this first stage of organizational development, and they continue to rely on the sales team to generate their own leads. Salespeople should really never stop prospecting. They should always be on the lookout for new business opportunities. But an organization that completely relies on Sales to generate leads are putting their growth objectives at risk. Below are three primary reasons why.