"My ideal workflow starts with setting the goal. For example, if we're introducing a new service, let's determine the market penetration rate for the first fiscal year. We'll need the buy-in from the executives and the business development team. From there, the marketing and sales teams work backward and set metrics for sales and marketing activities. The marketing strategists will formulate a brand position and a new service offering strategy. The result is a cohesive message across all of the activities and touchpoints we have with the clientele.

Then, together, we map out the marketing channels for lead generation. In a perfect world, we would have all the data captured automatically depending on the media channel. Then, these leads are qualified by marketing analysts and then sales strategists through a CRM like SalesForce or HubSpot. From there, the sales team executes sales tactics, such as direct outbound sales, inbound, and others."