How to Sync Sales & Marketing for Successful Growth

How to Sync Sales & Marketing for Successful Growth

Often considered the Hatfields and McCoys of the business environment, sales and marketing are two dueling teams that need to get along and call a truce. Now more than ever, marketers and salespeople need to make collaborative efforts to stay ahead of the ever-changing business environment. A communicative, synced sales and marketing department is as effective as it is imperative to success. Below, we have some questions you should ask about items that need to be in-sync. Prospecting and Lead Generation Are the nurture streams effective? Do they need to be tweaked? Is marketing holding onto leads too long–or not long enough? What feedback are you getting from your sales team? Is the most relevant collateral being used to groom and grow leads? Are prospects receiving that collateral? Sales Technique The sales team needs which touchpoints and marketing materials in order to close deals? Is the sales team making the correct number of touches to prospects? Has the sales team been informed of...
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Your Personal Experience Is Irrelevant

Your Personal Experience Is Irrelevant

Your Personal Experience Is Irrelevant One of the greatest marketing lessons I have learned came from my Sociology grad school advisor. After spending considerable effort preparing to present ideas for my first big research project I opened with the comment, "In my experience..." My advisor stopped me mid-sentence, his eyes got large, and he took a deep breath. "Listen to me," he said. "Your personal experience is irrelevant here. You are not a representative sample." And I was asked to start my work over. Marketers Are Not Normal In 2013, I worked on a study titled Marketers from Mars* that compared the online habits of digital marketers with the online habits of online consumers (basically everyone except digital marketers). Not surprisingly, digital marketers were more engaged in just about every form of online activity compared to the average consumer. As a digital marketer, I spend much of my day thinking about websites, emails, points of potential engagement. I look at things like copy and image selection...
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Marketing in an Amorphous World

Marketing in an Amorphous World

As SXSW comes to a close, we brace our businesses and blogs for the debates, the changes and the passing trends we’ll wisely embrace or abandon as the year continues. We’ll discuss the repeat offenders, who offer the same old ideas repackaged with some glitter or the presently popular “green” label, hoping for one last hurrah before being usurped by whatever up-and-coming trend, platform, or technology will take its place. We’re always looking for the truly innovative, the truly nuanced, the idea or technology that will change the world. We want to catch the first glimpse of any small flickr of brilliance that might give way to a whole new way of doing things, to our own Brave New World. As marketers, we have to be on top of the game. We have to know the ins and outs, the ups and downs, the drivers and inhibitors, the strengths and limitations, the potential risks and the promise of reward when it comes...
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