With the quarter-finals of the 2014 FIFA World Cup starting tomorrow, the atmosphere is reaching fever pitch in Brazil. As the remaining teams battle it out, it’s clear that a main factor in achieving success is accurate and efficient passing. This is the same as the relationship between B2B sales and marketing, because only by completing a first-class pass of a lead from marketing to sales, can everyone benefit and the company succeed.
For any business to achieve sales and increase revenue, making sure you have the ultimate B2B sales and marketing dream team is a must.
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As we’ve discussed previously throughout this blog, aligning your sales and marketing teams will result in a clearer understanding of your prospects and increase your leads, sales and revenue. The relationship between these two parties is based on information sharing and clear boundaries/criteria.
Uniting sales and marketing and focusing their attention on the needs of the prospects are sure-fire ways to generate leads, sales and revenue for your business. To see the best results from this alignment though, there needs to be a continuous collaboration and a commitment to information sharing between the two parties.
Sales and marketing are the petty squabblers of the business world. Sales believe that marketing aren’t providing enough high-quality leads; and marketing believes that sales aren’t converting enough of the leads they do provide.
78% of B2B marketers say that generating more leads is their biggest challenge - Placester
The role of the B2B salesperson has dramatically changed. Since the beginning of time, outbound and push selling meant the salesperson was the automatic go-to source for information. It was simple, a prospect had a problem they weren’t sure how to solve and the salesperson offered a solution. But this is no longer the case. Inbound marketing now has a large part to play as a means of communicating with prospects in the B2B world and it is digital content (such as ebooks, blogs and whitepapers) that inform and address their problems. The buying process is drastically changing and according to SiriusDecisions ‘67% of the buyer’s journey is now done digitally’. The role of sales is being pushed gradually further towards the bottom of the sales funnel, and as B2B marketers learn to measure the ROI of their activities more effectively, I wonder… is the B2B sales team on the road to becoming redundant?