Brand top priority for sales leaders

Marketing and brand activity is the number one area sales leaders would invest in to grow revenue in 2024, according to the latest “Mood of the Sales Leader” report.

Now in its seventh year, the report by sales consultancy Indicator surveyed more than 500 sales leaders across New Zealand and, for the first time, Australia – with responsibility for over $ 15 billion in revenue.

Mike Stokes, CEO of Indicator, says he wasn’t as surprised as some may have been to see “brand” as the most important area of investment for 2024.

“Great branding can help you obtain a distinct position in the minds of others – and a strong position is worth its weight in gold – it’s a valuable precursor to driving sales and revenue,” Stokes says. 

“In this challenging market, the gap between sales and marketing is closing – as it should. A strong brand can facilitate decision-making and accelerate the sales cycle, help build trust and understanding, attract great talent and aligned partners – and ultimately help you stand out in the market”. 

Stokes is encouraging the Indicator community (made up largely of Sales Leaders and People) to build their relationship with marketing.

He says: “Both functions need each other, and the better your marketing team is, the more likely your sales team is to achieve goals and targets. When Sales & Marketing are working in synergy, it’s magic”. 

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