Looking Ahead to 2024 – Innovation and Automation


Over the past four years, a significant shift has been observed in the business landscape, particularly in the realms of sales and marketing. Sales professionals, once proactive in their approach, have gradually become mere order takers, while business owners have increasingly neglected essential aspects of marketing such as cost per click, cost per lead, and cost per acquisition.

During this period, the economy was generally favorable, with consumers spending freely. However, as we approach 2024, we are bracing for a challenging economic environment. Interest rates are expected to rise, and with it being an election year, major changes in social media and search engine strategies are anticipated, especially in pay-per-click advertising. This is likely due to the expectation that these platforms will not face Congressional scrutiny this year, allowing them more leeway to boost their profits.

In this context, the importance of dynamic websites and efficient call tracking systems cannot be overstated. Understanding the nuances of first touch and last touch attribution models is becoming increasingly critical. Companies lacking effective Customer Relationship Management (CRM) systems, or failing to utilize them properly, risk squandering their marketing capital. Every lead must be meticulously analyzed, from its origin to its conversion.

A worrying trend in sales teams has been the practice of cherry-picking leads, often opting for the path of least resistance rather than pursuing more challenging but potentially more rewarding opportunities. This approach has been exacerbated by the societal shifts brought about by COVID-19, which have led to a lack of forward-thinking and ambition in sales strategies.

In response to these challenges, we propose at SteerPoint a comprehensive review of our marketing and sales processes. This review will focus on understanding the complete sales cycle, from the cost of generating leads to the final closure of deals. We will delve into the details of how leads are acquired, the time and resources invested in converting these leads, and the duration of the sales cycle.

Furthermore, the evolution of marketing tactics cannot be ignored. The traditional approaches are becoming obsolete, as the advent of AI and significant changes from major players like Google are reshaping the landscape. The decline in organic reach on social media and the shift in consumer preferences towards video content over text necessitate a more innovative approach. While programmatic marketing is gaining traction, its effectiveness in lead generation and long-term strategy needs to be critically assessed.

Branding, often a challenging aspect to quantify in terms of ROI, will also require careful consideration. A well-defined budget for branding initiatives is essential to maintain visibility and relevance in the minds of potential clients.

In addition to these strategic shifts, there is a pressing need for education and empowerment among business leaders and decision-makers. Many lack a fundamental understanding of digital marketing and branding, resulting in inefficient hiring and management practices. This knowledge gap needs to be bridged through targeted education and training.

Finally, our reporting and analytics systems must be enhanced to provide more comprehensive and insightful data. This will enable better decision-making and ensure that our strategies remain aligned with the evolving market trends and consumer behaviors.

In summary, as we navigate through 2024, a combination of strategic foresight, innovation in marketing tactics, effective use of technology, and continuous education will be key to staying competitive and achieving sustainable growth in a challenging economic environment.

Please reach out soon, so we can get started!