Integrating sales and marketing: What's in it for me?
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Observations on how marketing can effectively generate sales leads in B2B technology-based companies.
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Integrating sales and marketing: What's in it for me?
- 1. Integrating sales and marketing: What’s in it for me? John B. Elmer Chief Marketing Officer, S2S Systems International © Endeavor Management. All Rights Reserved.
- 2. How many of you work in a B2B company like this? • A culture of trust and collaboration exists between sales and marketing • Marketing routinely joins sales on customer visits • Strategies and objectives are aligned around growing revenue and improving customer relationships • Joint revenue-planning activities are used to adjust business performance © Endeavor Management. All Rights Reserved.
- 3. How many of you work in a B2B company like this? • C-Suite dominated by engineering and finance • Culture technology-focused and sales-driven • Sales: The “customer silo” • Marketing: Accountable for revenue, little ability to change revenue strategies © Endeavor Management. All Rights Reserved.
- 4. Five things that B2B sales needs most from marketing • A high-quality lead generation process • Up-to-date knowledge of the competition • Ready access to customer relationship history • Support that saves time during the sales process • Strong, differentiated value propositions that can be customized during personal sales interactions © Endeavor Management. All Rights Reserved.
- 5. Five things marketing needs most from sales • Access to customers • Data • Data • Data • Data © Endeavor Management. All Rights Reserved.
- 6. The solution at Ingrain and S2S Systems • Collaboration through salesforce automation/ customer relationship management system • All communications, collateral, documents, templates managed through the system • Based on a strategic account selling process • All leads and opportunities tied back to lead source and tracked through sales cycle • Sales and marketing objectives tracked in executive dashboard © Endeavor Management. All Rights Reserved.
- 7. What’s in it for me? • Sales: Effective time management, higher close rates • Marketing: Data-driven marketing decisions, informed strategies and efficient sales support • C-Suite: Visibility into the revenue pipeline and ROI on marketing © Endeavor Management. All Rights Reserved.