• To-do Lists aren’t helpful when it comes to doing the hard work in sales and marketing. For sales people, the hardest thing to do is prospecting. For marketers it’s measuring marketing ROI. Both of these activities are ongoing and require constant and never ending improvement, as the effectiveness of the tools and methods you apply will change.

    A To-do list is defined as “a list of tasks that need to be completed, typically organized in order of priority.” But aren’t sales prospecting and measuring marketing ROI arguably the most important activities for sales and marketing professionals? Important as these activities are, they don’t belong on a To-do list, they belong on your calendar. I would argue that at least a once (or twice or thrice) weekly block of time on your calendar is the only way to make meaningful progress on these activities. You could apply this approach to any activity that’s important.

    Marketing and sales professionals are always busy. Unless you block time on the calendar for the hard activities, they won’t get done. Keep them off your To-do list.

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