Margins Matter: The 10X ROI Secret No One Talks About

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Have you ever wondered why your company struggles to convert leads despite having a robust marketing strategy? The answer might lie in the fundamental misunderstanding that plagues many businesses today.

Dwayne Riff, President of Global Source International, joins hosts Craig Andrews and Evan Poland to unpack a critical business truth: sales and marketing are not the same thing. Drawing from decades of experience helping companies scale their revenue, Dwayne reveals how this misalignment creates significant blind spots in business growth strategies.

"Most companies invest heavily in marketing—SEO optimization, digital platforms, websites—bringing in all these leads they can't close," Dwayne explains. "They get frustrated and blame marketing when the real issue might be that the sales team lacks proper training, follow-up procedures, or infrastructure."

The conversation dives deep into what truly matters for sales success: verifiable pipelines, data-driven decision-making, and the right metrics. Rather than operating in the "I think" world of gut feelings and assumptions, successful organizations track specific KPIs that actually move the needle. Do you know your profit margins by product and client? What's your average close cycle? Where are your most profitable leads coming from?

Perhaps most valuable is Dwayne's framework for organizing sales opportunities into short-term (30-60 days), medium-term (up to 120 days), and long-term (12-36 month) buckets. This structured approach ensures balanced focus and consistent revenue flow—what he calls the "keep the lights on strategy."

The episode concludes with three powerful takeaways: be the person your customers want to buy from, hold yourself accountable to outcomes and benchmarks, and embrace disruption in your industry. As Dwayne reminds us, "Can you be the Netflix to Blockbuster?" in your space?

Whether you're a sales professional looking to sharpen your approach or a business leader seeking to build a more effective revenue engine, this conversation provides actionable insights that could transform your results. The playbook is in your hands—are you ready to use it?