The phrase ‘putting the cart before the horse’ certainly comes to mind in this case, so here are a few interesting facts (kindly supplied by Phrases.org.uk):

• The earliest known reference to this phrase was made by John Haywood in 1589
• A hysteron proteron is a figure of speech we inherited from the Greeks, in which the thing that should come second is put first
• There are more ‘horse phrases’ in English than those referring to any other animal

Education moment over, let’s consider the question in the title, in terms of what’s more important; both a good strategy and quality activities are as important. The question to consider rather, is order and timing. The answer very much depends on your personality type and I have used some information from DISC profiling to explain this better below.

According to DISC research there are four key personality types:

1. Dominant (D): Places emphasis on accomplishing results and “seeing the big picture.” They are confident, sometimes blunt, outspoken, and demanding. Whilst people who fall within the D behaviour style will appreciate the need for a strategy to run a successful course of action, they will generally feel that ‘the proof of the pudding is in the eating’ and would therefore want to see some timely actions they can measure and analyse.
2. Influential (I): Places emphasis on influencing or persuading others. They tend to be enthusiastic, optimistic, open, trusting, and energetic. People who fall within the I behaviour styles generally have low attention span for details and could find a strategy document cumbersome and limiting unless it’s entirely their idea. High I’s would prefer to get out there and approach things in a way that suits them, the moment and complements their skill.
3. Steady (S): Places emphasis on cooperation, sincerity, loyalty, and dependability. They tend to have calm, deliberate dispositions, and don’t like to be rushed. People who fall within the S behaviour style would want to make sure that any new approaches or changes are accompanied by a clear strategy ensuring everyone is on board and in agreement. Once they have approved the strategy, they are happy to turn to action.
4. Conscientious (C): Places emphasis on quality and accuracy, expertise and competency. They enjoy their independence, demand the details, and often fear being wrong. People who fall within the C behaviour style find the notion of making a mistake terrifying and often procrastinate as a result. With high C’s, achieving timely action can sometimes be difficult.

So, the answer to the question does depend on your behavioural style but from a lead generation perspective our recommendation is to always create a detailed strategy first covering your goals, target markets and campaign approach. Once you have this in place, ensure you follow up with a timely action to ensure your sales are not delayed.

At YBDT we can help you create such a lead generation strategy and support it delivery. Read more about it here: https://www.yourbizdevteam.co.uk/sales-and-marketing-strategy.php

Some products are relatively straightforward to sell. Potential clients can appreciate the function and benefit of the offer. Other products need a certain a level of understanding before the business gain becomes clear.

An interesting example of this is Newicon, a client we started to work with sometime ago. They help companies to create effective digital products. That can mean websites, mobile apps, desktop software, or anything else that falls into the digital realm. One of the things that all their clients have in common is that they are doing something new and often untried.

Lead generation for a company like this is often about building confidence. Giving potential clients the information they need about Newicon to feel they can say, “I don’t know if this is possible but can you…” They have a vision for their business that they hope Newicon can turn into reality. This sort of confidence is not built in a single call or meeting and when Newicon approached YBDT to help them generate strategic leads they were clear that it was not an overnight project.

YBDT’s work was in two main areas, firstly, taking responsibility for the follow up for new and existing leads. The confidence we mentioned above is generated through understanding and building a relationship over time is the way to create understanding. YBDT’s telemarketing team spent time with the potential clients building trust and interest until they were ready for the more technical conversation that is the domain of Newicon’s own team.

The second critical aspect of this work was having a clear sales process through the efficient use of a CRM system that could keep the senior team up to date on the progress of prospects. This allows accurate sales forecasting and workflow management and can ensure that when a lead reaches the stage where the technical discussion is taking place that the resources to support it are available. Of course, “technical products” take many forms. Developing hardware solutions that fit the needs of a client demands the same level of understanding to effectively support development as software. Being clear on the potential customer’s values and expectations is often as important as their requirements for product performance.

The word “confidence” has appeared several times in this piece. Client’s confidence in Newicon to deliver the final digital product that they will build their business around, and Newicon’s confidence in YBDT to turn over a critical path to growth to us. Rich O’Brien, Newicon’s Head of Digital said of our work, “Since day one they have been attentive to our needs, provided expert advice, and patient support, and have been willing to go the extra mile to make the campaigns work.” Building a relationship with our own clients is the first step on YBDT’s path to supporting your plans for growth. Once we have your confidence, the possibilities are endless.

YBDT’s long experience in all aspects of sales and marketing support makes us the ideal partner for software and technology based businesses. We can help you create and implement a clear business development strategy and generate and nurture leads to the point that your sales team can take them on to orders. Get in touch to learn more about how we can help.