Category Archives: Marketing and Sales Alignment
Insight Selling: The Next Frontier of Sales and Marketing Alignment
If you think back five or ten years, the focus of sales and marketing alignment at that time was on the sales process. The emergence of usable CRM systems like Salesforce.com and marketing automation platforms like Eloqua and Marketo enabled tracking across the customer lifecycle from lead to close and beyond. As companies made investments in these sales and marketing platforms, it made sense to agree on a single integrated process enabled by the integrated systems and operationalized through concepts like the “lead waterfall,” marketing qualified leads, sales accepted leads, service level agreements, and the sales funnel. Many organizations are making great progress in this area, and others no doubt have a ways to go. However, from an operational standpoint, there’s been tremendous progress.
What Is Your Sales Effectiveness with Leads? You Decide.
If you work in sales, they stink, right? Marketing couldn’t find an iron “sales-ready” lead with a magnet. If you work in marketing, sales reps couldn’t convert a good lead if their lives depended on it.
The reality varies by company, but in my experience the truth is usually somewhere in the middle. I want to be clear about that before I go on, because I don’t believe that the challenge with lead gen is just a Sales problem. Get together like big boys and girls, and figure it out.
Testing the follow-up on Content-based Marketing Campaigns: Companies are Falling Flat
Content-based marketing is on the rise. It’s expected to represent 35% of the marketing budget in 2013, which, according to the latest estimates, is up 84% from 2012.
Companies are having no problem cranking out content-based marketing campaigns — with information aimed at positively influencing a customer in some way — but they seem to struggle with follow-up and nurturing leads.