If you were to listen to the siren songs of the social media charlatans, you might think that conventional B2B marketing tactics are dead in the water. But – as a recent study by the widely respected CSO Insights organisation demonstrates – traditional tactics still have an important role to play. The challenge (and the opportunity) lies in intelligently integrating digital and physical marketing…
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SELL THE DIFFERENCE: Establishing your Unique Solution Value
Improving sales and marketing alignment has been at or near the top of many CEO’s “to do” lists for years. But it’s sometimes been hard to prove the cost of not addressing the problem. Not any more. The latest research from IDC calculates that “companies’ inability to get their sales and marketing teams aligned around the right processes and technologies (or at least consistent ones) has cost them upwards of 10% or more of revenue per year.”
Forrester’s latest research “B2B Sales and Marketing Alignment Starts with the Customer” confirms the dysfunctional and damaging gap that still exists between sales and marketing in the vast majority of B2B organisations.
Regular readers of my articles will know that I’ve often been inspired by the unique research-led insights generated by SiriusDecisions on the subject of B2B sales and marketing. I’m delighted that John Neeson, Managing Director and Co-Founder of SiriusDecisions has kindly agreed to let me share his recent article on “a B2B Chief Marketing Officer's New Year's To-Do List” with you in full...
I must have conducted hundreds of voice of the customer surveys on behalf of clients over the past few years. Speaking with their recent past prospects, covering the spectrum of wins, losses and “no decisions”, I’ve been helping vendors to understand their prospect’s decision making processes, and how and why they chose to buy - or why they decided to do nothing.
Are you keen to learn from industry experts about the latest trends affecting B2B Sales and Marketing? Then I’d like to invite you to join me at the SalesEdgeOne virtual conference on Engaging Customer 2.0, to be held 5-7th October 2010.
But in the business domain, and particularly as a sales person, your choices have another important impact - because if you get these choices wrong, and whether you like it or not, you’ll end up getting delegated to the person you sound like.