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Mike Broomfield, on 16/02/23 12:10
Implementing a CRM for the first time or changing from a legacy CRM to a new solution provider throws up significant challenges. Defining your "to be" Sales Process is one of these which will require time and effort before you come close to configuring software.
Mike Broomfield, on 10/01/23 10:45
Creating a solid, long lasting partnership between Sales and Marketing should be an essential goal for any business in order to maximise the return on investment from their inbound marketing efforts, but it's particularly important for B2B technology companies.
Most B2B technology sales involve multiple stakeholders, influencers and decision makers. Working as a team, sales and marketing can create direct and indirect approaches to target all the relevant people in their target accounts.
Mike Broomfield, on 02/09/21 11:59
Selling into strategic accounts has always required a high degree of planning, a rigorous opportunity assessment process and the best (and most expensive) sales reps who can articulate your company’s strategy, vision and distinctiveness whilst distinguishing your products and services in the mind of the customer.
In many ways strategic marketing support has taken a back seat to the process of identifying the influencers and decision-makers, anticipating each stage of the buying process, analysing the competition and tuning into the buyer’s political issues. If the sales processes and planning are not executed correctly then firms whose market consists of only a handful of high profile companies will fail to achieve their objectives, waste vital opportunities and burn a lot of cash. Marketing can sometimes be viewed as a bit-player, playing second fiddle to the sales machine.
Why is it important for marketing and sales to be aligned?
Jane Broomfield, on 26/10/20 16:01
Some B2B sales teams doubt the ability of marketing to help with their “spear fishing approach” to new business sales. Instead, they see marketing as the operator of a wide net that catches lots of sprats, albeit hopefully, alongside the prize fish they are actually looking for.
Jane Broomfield, on 06/09/19 13:15
I presume you got to this page because you want to know more about sales & marketing alignment. Perhaps you’re interested in a quick audit – some gem to prove your suspicion that your team simply could do better?
That’s OK, most business people feel the same. We take up the mantle of sales and marketing jobs because we want to make things better – whether you’re on the sales side focused on more and bigger sales, or on the marketing side wanting to make a bigger impact and drive more leads.
Oops, I said it….
I mentioned “two sides” – the sales side and the marketing side. Well, that’s how it is in most companies, and that’s what needs fixing. MarketingProfs stated that “Companies that have sales & marketing alignment have 36% higher customer retention and 38% higher sales win rates.” And we’d all like that, wouldn’t we?