When I started my Internet company, raised 30 mil, and then hired a top gun CEO, he always used to say of some employees - “They consume revenue.” The world was that black and white to him – those who produce (sales) and just about everybody else (like me, a founder). I know he thought that way of marketing.
“You’re going to do what?” he would say. “Fly a plane over Hollywood?”
“Well yeah, pulling a RadicalMail banner. During Digital Hollywood.”
“I could make one call to Peter Guber that would accomplish that and more.”
But he let me have my way (being founder and all), and in fact we landed one of our biggest clients from that one very unoriginal stunt: Sony.
But he was still suspect. Just as every C level suite guy is in general of ‘marketing’. So if you’re in ‘marketing’, like I am, do everything you can to turn that into ’sales’. Measurable, huge, monster sales. The kind that get guys like my old CEO excited enough to put you on the right side of the ledger.
That way, when you do rent the occasional airplane, you can hand him the receipt.
Horror Stories? Please, do tell!
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