This is a true story..
8 years ago I worked for a company in PA that was a leader in business continuity software. The main part of the company was well-funded, well-known with an entire marketing division. The sales team that worked there had very few challenges in getting their story heard and ultimately, their software bought.
But there was another part of the company that wasn’t nearly as big and virtually unknown. The sales team was much newer and smaller and given virtually nothing to work with.. just word of mouth and a marketing person. This team had a much harder time getting their foot in the door and convincing the management teams of their prospects that they were part of a big, legitimate company and worthy of their time.
I was part of that smaller department. It was a tough little department.. the little engine that could. We knew that in order to succeed, we would have to be more determined.. get creative and use every conventional and unconventional resource available to us. (I happened to earn President’s Club that first year with the help of Twelve Horses and an amazing marketing VP who taught me a lot, but that’s another post..)
Recognize any similarities here?
You have the BIG department (traditional marketing) that is well-known, everyone is comfortable with and gets all the funding versus t the smaller, newer department (digital marketing/social media) that no one is sure what to do with, leery to give money to or thinks will succeed.
Just because something is new doesn’t mean that it shouldn’t be given a fair try. It may have to work a little bit harder .. stay past 5 and state it’s case time and time again, but rest assured.. if you hang in there and give it the time and respect that it deserves, it will eventually pay off for you.
That small department that I was part of, eventually produced almost half of the company’s revenue. How did it happen? It was given the time, respect and resources to allow it to grow and get out of its infancy stage. It was expected to hit a speed bump or two.. not produce big numbers immediately and acquired some bruises along the way. But, the powers that be had faith in us and it ended up being well worth the gamble.
I think the same will happen with what we’re experiencing with social media and digital marketing. Just hang in there..stay diligent with the job you’re doing and the rewards will pay off very soon.
Twin City SAM