When your profession is sales and marketing, it’s inevitable that you see the world through that lens. I’m sure the same goes for many other professions. For example, I can’t imagine the thoughts that race through the mind of a chef who is experiencing someone else’s cuisine. So, being a marketer, most advertisements I encounter are merely noise.
That being said, about twice a year there’s a television commercial that hits me with such force that I can’t help but be sucked into its message. Have you seen the latest campaign from State Farm? “For all the nevers in your life — State Farm is there.”
“I’m never getting married,” our loveable protagonist says. Then he does. “We’re never having kids … moving to the suburbs … getting [a minivan]” etc.
Why does this message resonate so strongly with me?
I’m undeniably guilty of the “I’m never” statement, particularly when it comes to my career. I worked in education and then not-for-profit for the first 12 years of my career, and I frequently said, “I’m never going to work for a for-profit company … for a corporation.”
So, I lied. Or, at least, I changed my mind.
I need to love doing what I do. I need to believe that the work I’m doing is positively impacting my community at large, and I need to be inspired. And that’s why I’m a proud Allbound #AllStar.
[bctt tweet="I need to believe that the work I’m doing is positively impacting my community"]
A lot of it goes back to my passion for marketing, having spent most of my career in roles where I’ve been responsible for providing marketing support to a partner channel. And like most revenue-driven marketers, I’ve demoed and tried all kinds of tools, utilities, and even a mobile app that promised to “improve” or “simplify” my channel. But it wasn’t until I found Allbound and read about their “partner sales acceleration” philosophy that I said “this is it — our business needs this.”
There’s this great graphic on our website that illustrates the phenomenal headache of channel management. The worst is, this mess of chaos, this headache, has been in existence for so long that as channel sales and marketing professionals we’ve accepted it. It’s been perfectly normal for us to work in this environment.
Am I inspired?
Every year millions of dollars are spent on content marketing, but there’s no way to track its effectiveness within partner channels. Every month, sales reps spend more than 30 hours each searching for the right tools and training.
[bctt tweet="Every month, sales reps spend more than 30 hours each searching for the right tools and training."]
And, to make matters worse, 90% of the content that hard-working, dedicated content marketers create is never even seen by their partners.
Allbound is changing all of that. So, yes. I'm inspired.