How B2B CMOs Can Give Panicked Salespeople Answers Instead of Discounts

Seasoned CMOs have all experienced it. A downturn in business happens, the sales team is flailing and not hitting their numbers, and the sales EVP comes to the CMO and asks for one or more items.

  • Some immediate lead generation campaigns offering specific discounts, or new discounted product bundles or free service offers to serve as door openers
  • Inexpensive customer upgrades or similar offers at a lower than normal prices
  • Mega-incentive offers for referrals or partner-sourced deals

The right response to these drop-everything-else-and-focus-on-these requests is “No … but … ”

Before we review the counter-offers to the sales VP, let’s quickly review why immediately saying “yes” is a bad idea.

Why

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