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Sales Versus Marketing: Can’t We All Just Get Along?


There’s no doubt about it: Technology has completely redefined the roles of sales and marketing.

PointClear recently shared an interesting blog post that points to some of the classic sales and marketing friction points, including communication between the two departments.

In the article, James Obermayer, the president of Sales Leakage Consulting Inc., talks about why sales reps don’t follow up on leads, how the definition of a lead makes a difference and why marketers should be paid based on performance.

We agree with Obermayer’s message: Even in a hyper-technology-enabled world — in particular for marketers — the definitions of sales stages (i.e., lead vs. qualified lead) and the exact handshakes between sales and marketing must be clearly defined.

“Between all the automation and handing off of functions … there is too much leakage,” Obermayer suggests. “So many potential qualified leads are being buried beneath the bluster.”

It’s also important to note that marketing reaches deeper into the sales funnel with the technology it has available. Previously, marketing influence stopped when prospects reached about 20 percent through the process; now their influence reaches down to 40 or 50 percent. That’s a big difference!

Think about it this way: At the 20 percent stage, you’re still nurturing. At 50 percent, you’re bringing forward white papers and usually have a proof of concept.

Thanks to technology, marketing is now able to demonstrate much better ROI than a few years ago. The post’s suggestion that marketers should now be paid based on a revenue performance model makes sense, because the impact of these workers can be measured in real dollars.

The Tellwise Nutshell (TTN): Here’s the thing to remember: Technology had a lot of impact on the sales and marketing funnel. Marketers reach further down into the funnel before the hand-off happens to sales. This consequently requires that both parties, sales and marketing, look at the existing funnel definitions and hand-off practices and redefine them where necessary. Given that technologies also now enable clear ROI campaign measurements and revenue tracking, the compensation for marketers should include revenue-driven performance elements.

Source: PointClear, October 2013

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