Lead generation is critical to the success of your organization. If you aren’t bringing in more new customers, donations or students, you’ll stagnate and eventually fade away. To paraphrase Journey, “don’t stop lead generatin’.”
The reality is this: The better you train your staff to execute, the better your life becomes and the better results you get. Here’s a goal: You should be such a great teacher that you are able to make yourself unneeded in any organization in less than five years. If you haven’t, you may be doing good work, but you’re not building anything; you’re just spinning plates. Be more than a doer, be a builder.
You see, it’s not enough to be clever. You have to be good. If you’re in the higher ed marketing game, that means you have to understand your target audience better than anyone else at the university. It means you have to take a collaborative role in the entire funnel, from prospect awareness right down to the phone call an admissions counselor has with that student.