The Extreme Idea of Marketing and Sales Cooperating
- AUTHOR Jay Jennison
- April 3, 2013
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As a seller of a Sales and Marketing tool a common question that I encounter is “how will this change our sales force’s process?” While this concern typically refers more to how sales people operationally use CRM and other major sales tools, it certainly also aligns with another current trend – how the “selling process” itself will change. What I mean here by the “selling process” is the strategy and course of action with which sales people identify, qualify, and close opportunities.
Scott Gillum of gyro contends that the selling process is dramatically changing because buyers are now using the vast resources made available to them to qualify vendors, as apposed to the vendors qualifying buyers. A critical number he quotes from a study done called The Digital Evolution in B2B Marketing for his Forbes Magazine article The Disappearing Sales Process is: “Customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point”.
While this changing consumer behavior is certainly causing the paradigm to shift, the change necessary to successfully adapt to this cannot be shouldered by the sales team exclusively. To facilitate cooperative adaptation, marketing and sales needs to increase alignment to provide better understand contributions to revenue so they can then make changes as such. And how is this understanding achieved? Through analytics. This will allow marketing to be more proactive and use analytic insight not only to understand the past, but to act more effectively in the future. And if marketing is more effective I take solace in knowing as a sales person I will have greater opportunity to close deals even in the midst of a changing marketplace.
Help marketing help you, sales!