Why Adoption is More Important than Revenue
I work with a lot of startups.
And a conversation I have often is, “at your stage, adoption is more important than revenue”.
This is a hard one for a lot of founders to accept.
They want (need) revenue. I get it.
But I tell them, if you can whether the storm, build relationships, get market validation… you can simultaneously generate future pipeline.
This is a marathon, not a sprint.
So instead of selling software (or whatever you’re selling), think about recruiting a small number of strategic partners that will help you create the best version of your product or service.
Ask them, “We’re building the next <insert thing you’re building>. We’d love your feedback.”
“Would you buy this?”
“Would you switch from your current system? Why or why not?”
“What would need to be true for you to consider us / making the switch?”
They gain: early access, preferential pricing, influence on roadmap…
You gain: logos, case studies, testimonials, product feedback, usage data, future revenue…
Adoption is more important than revenue.
"All our marketing channels should be generating leads.."
Here’s another one I hear all the time. “All our marketing channels should be generating leads. The ones that don’t, we need to deprioritize them immediately.”
If you’ve worked in marketing, you’ve likely heard your CEO say something to this effect.
It sounds efficient, but it assumes every channel serves the same purpose. They don’t.
Effective marketing works more like an ecosystem than a collection of independent lead machines.
A prospect rarely goes from unaware to ready-to-buy after a single interaction.
Some channels are designed to:
– Create awareness
– Build trust
– Capture demand
– Nurture interest
– Drive expansion
Judging every channel solely on leads ignores the role each plays in moving buyers through the journey.
Also, most B2B buying journeys involve multiple touchpoints.
The lead gets attributed to “organic search” or “direct traffic,” even though several other channels contributed.
Continue Reading: Adapt or Die: Your Company is Either Growing or Dying
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