This past weekend, I received some really bad news: my 2006 Jeep needed a new alternator and radiator. This past weekend I received some really bad news: my 2006 Jeep needed a new alternator and radiator. With 120,000+ miles on the odometer, that was to be expected, and I figured it was something that needed to be done. As someone who likes to work on cars and other mechanical things, I told myself that it was probably something I could do myself. After all, I have a pretty nice set of socket wrenches, screwdrivers, and a few other tools in my garage. How hard could it be? But I found out quickly that it wasn't as simple as it seemed—because I didn't have the tools for the job.
Just as I initially thought that I had the right tools to change my own alternator and radiator, many marketers and sales managers believe they have the right tools and marketing strategies for generating leads and obtaining new customers. Often, these tools are no more than a large team of salespeople that, by brute force, prospect and generate new leads using sales tools from 1990 such as cold calling, fish bowls, mass direct mail, and untargeted ads. If this sounds like your sales team or organization, it might be time to upgrade your lead generation toolbox with some new tools. Trust me, it’s much easier to accomplish any task when you have the right tools.