In my book (literally), Jesus was the greatest storyteller of all time.

His words can help us cross the chasm between sales and marketing.

In Matt. 23:25–26, Jesus calls out the Pharisees (religious leaders of the day) for their hypocrisy in looking good on the outside but being sinful inside. 

He says, “You clean the outside of the cup, but inside they are full of greed and self-indulgence. Blind Pharisee! First, clean the inside of the cup, and then the outside also will be clean.”

In the world of business development, we tend to be mostly focused on the outside of the cup – sales. 

It’s what we see easily and understand quickly. When revenue is down, we clean the outside of the cup by adding salespeople, increasing ad budgets, as well as focusing on sales metrics.

But Jesus was right. 

We need to clean the inside of the cup instead.

We need to get our marketing right because most revenue problems are actually marketing problems.