It’s widely accepted that the internet has enabled changes in buyer behaviors which have disrupted traditional marketing and sales approaches. The exploding universe of sales and MarTech software tools has enabled methodologies like inbound marketing. It’s allowed companies to deliver better experiences to prospects and buyers, but it’s also often created internal friction.
I’m not a parent. In fact, given that some of my friends lovingly refer to me as a “hospice for house plants,” putting a child in my hands may not be the best idea. (Fun fact: Did you know that a cactus dies from the bottom up?) Yet, with today’s topic, I feel a bit like a parent trying to corral two squabbling siblings. They know they need to work together, but still they “just don’t wanna.” In this case, the two siblings in question are marketing and sales. Even though it's easy for both to complain about how hard it is to create content that both teams find useful, if they would just work together, things would immediately improve.
Sales and marketing are becoming synonymous and discussed in tandem more and more. People are finally catching on to the idea that these two seemingly divergent departments actually have a lot to offer one another (although we’ve been telling you this for a while)! To help support our argument even more, consider these statistics:
We all know account-based marketing is nothing new. It’s been practiced for years. At the early stages of inbound marketing, traditional marketing tactics including account-based marketing (ABM) were looked down upon, but, now that inbound marketing isn’t the shiny new object, many sophisticated marketers are talking about how old-ish school tactics are helping them get in front of prospects that inbound just can’t reach.
This year, INBOUND 2016 has been a blast. It has also solidified one major concept in my mind. “Marketing and sales can no longer be considered separate groups.” Here’s why: When we made a purchase in the past, we were attracted by marketing and educated by sales. We learn the basics from marketing, but ultimately interact with sales to determine if the product or service we chose was, in fact, the best choice. The thing is, this has all changed.
The times are changing! Not only is the age-old rivalry of sales and marketing shifting to one where the two teams work side by side, but the way consumers shop is changing as well. You may have noticed that consumers are spending more time identifying needs and problems, researching products and services, comparing companies and their alternatives, and reading customer reviews than in the past.
Being a business development representative here at IMPACT, my primary responsibility is to filter through and connect with the large amount of leads that we generate daily. When a lead comes to our website, I help to guide them to additional resources, and if it makes sense, a consultation with one of our inbound marketing experts. One of the tools that has really made my job that much easier and has enhanced my performance is HubSpot's Signals.
In an ideal world, your sales and marketing teams would work synergistically, giving you a 1+1=3 result. However, we live in the real world where that is usually not the case. Instead of laughing and working collaboratively around a white board like stock photos illustrate, your sales and marketing