5 Steps to the Purposeful Integration of Sales and Marketing
Often it seems as if sales and marketing work for different companies, and often, they wish they did. However grim this may seem, truly effective b2b prospecting can’t be achieved without cooperation. Our experience is that sales usually follows-up only to 30% to 34% of marketing leads. The stated reason is no confidence. “Why should I follow-up stuff from Marketing when I have real opportunities to work?”
The Center of the Universe for B2B Prospecting
Every champion of a product or service believes in their heart that their target is the CEO. They need to find a way into CEOs’ consciousness. That the illumination of their message will pierce the maelstrom like a lightning bolt and all, from there, will be smooth sailing. Scales will fall from eyes and money will rain from the heavens. To them I offer a cold shower: - This is not the way CEOs learn - This is not the way corporate purchase decisions are made
Good Persona vs. Bad Persona
The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They work from reports and results. They are separated, a gap to a chasm, from the often-conflicted humanity of the people that make the decisions. This separates your campaign from its potential.