‘Bringing Down the House‘ is a book about 6 MIT students who took Vegas for millions based on mathematical logic and simple card counting. These bright minds were able to take advantage of a system that had flaws that went unnoticed and, therefore, un-exploited by everyday casino gamblers.

I’ve come to realize over the last few months that the majority of marketing professionals aren’t diligent about fixing the small cracks in their programs. They seem to be comfortable with their current tools and haven’t uncovered an URGENT reason to adjust their budget or step out of their comfort zone of ordinary marketing activities. They are living by the mottos: “if it ain’t completely broke, don’t fix it” and “I’ll add that to next years budget,” which could greatly hinder their sales and marketing success for the fiscal year.

The problem is, only early adopters willing to look deep within their marketing programs will identify these flaws, take IMMEDIATE action, and be willing to test the waters with new and innovative marketing technologies.

“Our sales team doesn’t thank me for brochures. They expect progressive sales tools that will help them expedite a very consultative sales cycle. Giving them access to every product, backed by accurate information, empowers them to win deals.” – Bill Rozier, Vice President of Marketing, Ciena Corporation

By using new tools and thinking outside of the box marketers will achieve a competitive advantage and ‘WOW’ factor, as they bring the most cutting edge solutions to impress and educate even the most skeptical prospects. These are the marketers who will ‘Bring Down the House’ when it comes to marketing ROI, seeing the biggest payoff.

What type of innovative marketing technologies do you think could accelerate your sales cycle, if implemented TODAY?