The Peace & Power of a Positive Perspective


Playing our position…

Now that the 2016 NBA Championship is over (congratulations Cleveland!), I believe cross-over lessons learned are available between the game of basketball and the professions of sales and marketing.

As usual, I draw my opinions from personal experience.  At 6’3”, I played the low post position in basketball (aka the “5”) through my sophomore year of high school.  By junior year, I was too small, too slow, and not athletic enough to remain in the “5”; so I moved to the small forward position (aka the “3”).

As I looked forward to playing collegiate ball, it was painfully obvious that at the NCAA Division I level, my only chance would be to play the off-guard role (aka the “2”).  Even then, getting playing time among the superior Division I athletes would be iffy.  Thankfully, the NCAA has other divisions.

I started every year of college ball, albeit Division III.  But even then, I played different positions.  My sophomore year I played the “5”; junior year the “2”; and senior year the “3”.

Of course, as we watched LeBron James of the Cleveland Cavaliers we saw him seemingly seamlessly move from role to role throughout each game.  Sometimes the point guard (the “1”); other times the power forward (the “4”); and so on.  Such movement from position to position works in today’s NBA game.  I suggest it doesn’t in the sales and marketing world.

You see, every time my marketing colleagues try to play outside their position and dabble with the tools, tactics, and techniques preferred by sales professionals they seem to muck things up for the both of us.

Based on my StrengthsFinder 2.0© profile, my strongest strength is Context – I understand the present by researching the past (aka history).  And when it comes to history, there are many examples of what happens when marketing professionals try to play the sales professionals’ position.

Take telephone prospecting (aka cold calling); a tough position to play even for the most seasoned sales professional.  Our marketing colleagues thought they could help which begot “telemarketing”.  Yuck!

Look at what happened to the art of business letter-writing.  Yep, marketing stepped in and voila… we have mass mail (aka junk mail).  Email correspondence begat email blasts (aka spam); LinkedIn for personalized, professional networking begat social media marketing (aka Internet din); and so on.

Don’t get me wrong, I respect and value most of the things marketing professionals contribute to the cause.  What sales professional doesn’t look forward to receiving a Marketing Originated Inquiry?  Anything warmed even slightly is better than a cold list.  But a Marketing Originated Inquiry isn’t a “lead” – that’s the sales professionals’ position.

Maintaining websites; search engine optimization; white papers; positioning statements; market research; branding; marketing communication pieces; the list is long for the value marketing provides.  Just not “leads”.

According to the renowned, marketing automation company, Marketo:

There are many definitions of a lead, and there are even more definitions of a “good lead”… in our own revenue cycle, a lead is “a qualified prospect that is starting to exhibit buying behavior”. But the sales and marketing team don’t always agree on what constitutes “buying behavior”…

Seemingly every time a marketing professional is attracted by the shiny objects sales professionals use in the pursuit of leads (let alone good leads) the marketer thinks applying the “more button” makes these tools, tactics, and techniques better.  When in reality, their “help” makes things worse.

It would be better if we all simply played our positions, true?


Did you like this little ditty?  You might enjoy my past posts too:

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  1. Rob Denkewalter
    Jul 13, 2016


    i miss our periodic chats

    perhaps we should pick up a conversation one day soon

    a hug to Debbie

    Rob 224-659-8538 mobile
    send me your number or text it to me

    • Gary
      Jul 19, 2016

      Thanks Rob – it’s always great to hear from my very first mentor! Thx, GAP

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