This is no longer about chucking the ‘good leads’ over the wall only to have bitter enmity grow between the marketing team and sales. It goes beyond that. The entire organization needs to generate unique, compelling insight. It’s not Marketing’s fault Sales can’t close their leads. It’s not Sales fault that Marketing is so out of touch. Let’s not even get to the impact this vicious cycle has on Client Services trying to fulfill on solutions sold that the company probably doesn’t even deliver.
The lines between sales and marketing have inextricably blurred. It’s time to get stakeholders from all sides into the same room weekly to get on the same page.
These quotes from Jason Miller, Senior Manager, Content Marketing, Marketing Solutions at LinkedIn are just too phenomenal to pass up. Buy his stellar book: ‘Welcome to the Funnel’ to here and rock out with him! Underscore, double-underline, solar-flare high ninjitsu kick on these gemstones of quotes:
If you’re not using some kind of marketing automation… you’re behind the times!”
I’d rather one piece of content be viewed by 15 CMOs that I want to reach than a thousand-practioner types that we’re not trying to reach”
It’s 2015, folks: Native advertising – if you’re not paying to promote your best content then you’re missing opportunities.”
At the end of the day, you don’t need to createmore content you need to create morerelevant content”
I worry about our messaging being too forward-thinking…it’s no good if what you’re saying is not relevant to your audience or their current interests”
You have to repurpose the hell out of your content – make sure it’s optimized for every channel where your audience is.”
Marketers who use the right technology can now show their contribution to pipeline and prove that they’re a revenue-driver not a cost center.”
Don’t let your ego hijack your content strategy… I’m not concerned with the number of shares, I’m concerned with who is sharing it.”
It’s time to break down the silos and competing methodologies and realize both groups are very much morphing into the same thing. The ‘smarketing’ of 2020 is about attraction. It’s about building audiences and increasing engagement. The sales cycle on magnificent content can take up to 2 years to convert according to the prescient Tony Hsieh of Zappos. Here’s a mind-blowing slideshare by Rand Fishkin of Moz that you should sit through explaining why your content marketing efforts are failing. It has massive implications on complex B2B marketing and sales alignment.
You have to ask yourself, whenever you are producing any type of content, Who will amplify this and why? ~ @randfish TechEmergence
Now it’s your turn: Where do you see sales and marketing going? Will it become ‘smarketing?’ Will this battle du jour ever end? Do you agree with this article? I would love to hear your most outrageous or innovative thoughts about revolutionizing sales and marketing into something that works in a modern context below.
Tony Hughes is ranked as the #1 influencer on professional selling in Asia-Pacific and is a keynote speaker and best selling author. This article was originally published in LinkedIn where you can also follow Tony’s award winning blog. Also visit Tony’s keynote speaker website at www.TonyHughes.com.au or his sales methodology website at http://www.rsvpselling.com/.
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Tony is ranked the #1 influencer on professional selling by Top Sales World Magazine and is a best selling author and international keynote speaker. He helps business-to-business (B2B) sales teams modernise the way they sell by 'leading with why' and then embracing social media platforms such as LinkedIn to build strong personal brands capable of creating pipeline and setting an agenda of insight and value.
Tony seeks to elevate leadership and professional selling for a Better Business World and has over 60,000 followers of his award winning blog within LinkedIn (https://www.linkedin.com/today/posts/hughestony). Tony's methodologies for creating sales pipeline and managing complex enterprise opportunities have deliver hundreds of millions of revenue for his clients who include Oracle, Orange Business Services, BOC Gases, Nufarm, Peer 1, and many others.
Whether your revenue issues stem from strategy or execution, process or methodology, skills or discipline; Tony can help enable the transformation of sales people and results with a modernised approach to creating pipeline and managing the complex sale.
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