the convergence of sales & marketing

Connect

The Convergence of Sales & Marketing

What do you think happens when you put 500 sales and marketing leaders in a room?

Not what you might expect…

so here’s the lowdown on what came up…

AWe learnt a new word…

PhygicalThe convergence of the digital with the physical world as it relates to the customer journey

adjective

And felt for those that couldn’t make it

But in the end, everyone agreed

1900 1960

1960 1990

1990 2010

2010 PRESENT

Age of Manufacturing

Age of Distribution

Age of Information Technology

Age of the Connected Customer

We are in the age of the connected customer

Where you're no longer judged against your competitor

You’re judged against every buying experience, ever

Customers aren’t asking what to

buy…

…rather what to buy in to?

So when did B2B start to

mean…

Be Too Boring?

Losing companies are focusing on products and services

Winners focus on the experience

the only way to align sales and marketing

is to focus on customers not products

US companies waste

1 trillion dollarsdue to marketing & sales misalignment

The B2B Lead

Your audience doesn’t want to become a sales lead…

…they want to solve a problem

content is the link between

companies and customers

But content alone is not enough…

you need content in contextto build trust

Context = Relevancyand customer relevancy should be your ultimate

goal

So here’s our three steps

to being more relevant

Get closer to your customer

Have a process to get feedback from the front line to the rest of the business

Hold regular sales and marketing meetings

Get in the same room

Don’t get funnel visionIt’s not about marketing at the top and sales at the bottom – Organisations need a joint plan to engage at all stages of the buying journey