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The Convergence of Sales & Marketing
What do you think happens when you put 500 sales and marketing leaders in a room?
Not what you might expect…
so here’s the lowdown on what came up…
AWe learnt a new word…
PhygicalThe convergence of the digital with the physical world as it relates to the customer journey
adjective
And felt for those that couldn’t make it
But in the end, everyone agreed
1900 1960
1960 1990
1990 2010
2010 PRESENT
Age of Manufacturing
Age of Distribution
Age of Information Technology
Age of the Connected Customer
We are in the age of the connected customer
Where you're no longer judged against your competitor
You’re judged against every buying experience, ever
Customers aren’t asking what to
buy…
…rather what to buy in to?
So when did B2B start to
mean…
Be Too Boring?
Losing companies are focusing on products and services
Winners focus on the experience
the only way to align sales and marketing
is to focus on customers not products
US companies waste
1 trillion dollarsdue to marketing & sales misalignment
The B2B Lead
Your audience doesn’t want to become a sales lead…
…they want to solve a problem
content is the link between
companies and customers
But content alone is not enough…
you need content in contextto build trust
Context = Relevancyand customer relevancy should be your ultimate
goal
So here’s our three steps
to being more relevant
Get closer to your customer
Have a process to get feedback from the front line to the rest of the business
Hold regular sales and marketing meetings
Get in the same room
Don’t get funnel visionIt’s not about marketing at the top and sales at the bottom – Organisations need a joint plan to engage at all stages of the buying journey