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Better Sales and Marketing Integration

Poor sales and marketing integration is so common that it risks cliché.  I believe the answer to better integration is by taking a more strategic approach to lead generation. 

Last night, I stumbled upon Jeremy Porter’s notes and observations from DMA’s B-to-B Conference session entitled, "Sales and Marketing Integration: How To Make It Happen and Why You Can’t Afford Not To."  I’ve paraphrased a few of his thoughts below:

  • Sales and Marketing need to communicate then collaborate – not just executives but the entire team.  Email is worst way to do it.  In person or via phone is best.
  • Marketing must to help the sales team develop better value propositions
  • Sales and Marketing must jointly develop a universal lead definition to qualify all leads regardless of source.
  • Leads should never die as they represent future relationships.  Marketing must take control of nurturing leads. 
  • Sales and Marketing must conduct regular sales pipeline review meetings for better integration, accountability and metrics. 

Jeremy Porter’s Blog: B-TO-B CONFERENCE DAY ONE – SALES & MARKETING INTEGRATION.

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