Tag Archives: Sales and Marketing Integration

Demand Generation: Quality Trumps Quantity

Are your sales teams still crying out, “Give me more leads!” or has the conversation finally shifted to recognize that quantity is insignificant compared to the quality of leads delivered? It’s the lead quality – ultimately measured by how the lead will aid sales effectiveness – that will lead to greater conversion success and a more successful win ratio. Either way, we in marketing owe it to ourselves to determine and agree with sales on what quality level of lead we can realistically be expected to forward, as well as re-examine the steps we are taking to deliver higher-quality leads to meet our service-level agreements.

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Summit 2013 Highlights: The Unified Integration Model for Marketing, Sales and Product Functions

When polled about the state of integration among b-to-b product, sales and marketing functions within their organizations, 98 percent of Summit 2013 attendees agreed that at least one of those functions was not well integrated with the other two. Twenty-six percent of those polled said that product functions were not well integrated with sales and marketing, 11 percent said sales was not well integrated, 9 percent said marketing was out of sync, and 53 percent said their companies’ integration problems were generalized across all three functions. To address these issues, the SiriusDecisions Unified Integration Model was introduced today at Summit 2013 by Jay Gaines, vice president and group director of the b-to-b research firm.

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Marketers, Go on Some Sales Calls

At several recent SiriusDecisions customer forums, we had great groups of marketing and sales folks talking about their work with strategic accounts. At one point, a question was asked of the b-to-b marketers in the room: Do you go on sales calls? Very few said they did this regularly. My sense is that marketers in general don’t join salespeople for customer or prospect calls very often. That is a terrible shame. On the bright side, it’s not often as an analyst that I get to offer a “magic bullet” that solves lots of problems in a simple way. Now I do. Here it is: Marketers, go on some sales calls.

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What B2B Marketing and Sales Can Learn From Walmart

Famous (and notorious) as a model of ruthless operational efficiency, Walmart is known for mastering just-in-time (JIT) delivery of goods – holding virtually no inventory – to extract from suppliers only what’s needed to sell. While we certainly don’t advocate that B2B marketing and sales adopt the type of adversarial vendor relationships Walmart is legendary for, its success does provide some valuable lessons.

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Sales Is From the Sun; Marketing Is From Pluto

When I began my career in B2B sales, two things quickly became apparent: Selling was largely about relationships, and marketing was mostly useless to me. In fact, marketing actually made ...

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The Product and Solution Marketer of the Future

As an analyst, I’m often asked: “What does the future product or solution marketer look like?” The answer is that the need to shift from downstream launch execution (content and ...

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Selling to B2B Decisionmakers? Take Two Aspirins and Call Us in the Morning

At our recent Summit, we shared data that confirmed what many of our clients have been telling – that their reps are invited into the buying process later and later ...

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Sales Content for Justifying the Decision Stage

The Wall Street Journal recently reported a study that found that chief financial officers (CFOs) are stepping outside the traditional bounds of financial operations and becoming more deeply involved in ...

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It’s Not Easy Being Me: The Power of a B2B Benchmark

It’s not easy being me — or you, for that matter. When you really think about it, as individuals and organizations, we are often pulled in opposing directions. For example, ...

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