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CONTENT:THE BRIDGE FOR UNIT ING SALES & MARKETING
P R E S E N T E D B Y
COMPETING DEPARTMENTS
“Yes I did!”“No you didn’t!”
Sound familiar? Like the bickering of battling siblings.
Too often, it is also the dialogue between way too many B2B sales
and marketing teams.
How do we bridge the gap between their competing goals and objectives and the most important one– selling the customer and realizing LTV(lifetime value)?
BRIDGING THE GAP
First, realize that the gap is not a chasm. Most often, it’s a function of information developed without a clear understanding of how it will ultimately be used.
UNDERSTANDING THE GAP
MAKE CONTENT SEARCHABLE
Second, be sure the content, assets in whatever form, are easy to find. Too much time is wasted searching for marketing materials.
IS IT SHAREABLE?
Third, all information must be easy to share across every type of device; mobile, PC, and tablet.
MARKETING V. SALESTHE PATH TO HARMONY
Instead of squabbling, both sales and marketing need to work together so each can achieve their KPIs and a strategic content process roadmap can lead there.
ComBlu provides content marketing strategy, change management guidance, and governance to brands such as Cisco, Capital One, VMware, TransUnion, BMO Harris Bank and others.
ABOUT COMBLU
RELATED RESOURCES
B LO G S• Culture Shock: Reorganizing Your Marketing
Department• Content: The Bridge for Uniting Sales and M
arketing• The Word of the Day Is: Agile
T H O U G H T L EA D E R S H I P• Content Maturity Model (diagram)• Cisco WOMMA Journey (preso)• Alchemy of Content (eBook)
C U S TO M E R C A S E S T U D I E S
Twitter.com/ComBlu
Contact us via phone or on the Web:
NEXT STEPS
ComBlu.com
ComBlu Lumenatti Blog
312-423-4916
Kevin [email protected]
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