I guess a more accurate (but less optimistic title) could have been “Integrating Sales and Marketing – is there any point and does anybody want it to happen?” – however that would have been a little defeatist (and much less catchy).

I attended a B2B Marketing Event recently, where they had a speaker presenting on that very subject (Rod Sloane) and, today received an email from B2B Marketing on using technology to bridge the gap.

All very useful, as Rod addresses the culture issue, and the latter using technology – and it’s obvious that both are needed.

However, it got me thinking – are we over intellectualising the issue? Can we not just apply some plain old psychology to the problem, and look at the motivations of both sides:

Marketing:

1. Wanting to demonstrate their value to the business
2. Needs sales to follow up on leads to gain validation
3. Needs sales to help them get closer to the customer (to validate messaging, help with case studies etc)

Sales:

1. Needs marketing to generate productive and relevant meetings for them
2. Wants marketing to take ownership of the pipeline
3. Wants their market and customer knowledge to be leveraged

I know I’m simplifying, and that there are wider, more complex motivations (and issues) but you get the drift.

Next, why is everyone talking about the need to inetegrate the two? Why do people feel it’s not happening? I would like to suggest 2 factors here:

1. Fear of failure (if we don’t work together and it fails, we can blame each other)
2. Lack of communication (what exactly is it that you do?)

IDC Advisory Group (according to Rod Sloane) said earlier this year “in 2009, half of all sales people did not meet quota, two thirds of the time, it was due to lack of sales and marketing alignment”

So, what are the clues to help you work out if sales and marketing aren’t aligned in your organisation (as if you didn’t know), Rod points out that generally large amounts of finger pointing occurs, as opposed to focusing on moving forward and addressing change.

What I ultimately really liked about Rod’s presentation is his assertion that ultimately what marketing is about is generating revenue – amen.

If you’re a regular reader (thank you by the way) you’ll know that improving the quality of B2B Marketing is a personal mission of mine, and Rod highlighted two core tenets of that process:

1. Marketers are responsible for revenue generation – and that includes embracing (maybe not literally) the sales team
2. Marketers should be compensated on their contribution to a sales deal

So, actually, (to bring me back to my point – and I do have one) the process of integrating sales and marketing has to begin with your sales and marketing strategy: combined targets, communication improvements and combined compensation – and a provision of the right tools to make it happen.

B2B Marketing · integration · Rod Sloane · sales · sales and marketing integration

Just a quick update to my post of a few weeks ago…”B2B Marketing – the forgotten discipline”…

I am really pleased to let you know that the first B2B Steering Committee meeting was held on Thursday May 6th in London for the Marketing Society (http://www.marketing-society.org.uk/)!

I have been appointed the chair for this forum, which is very exciting.

It seems that what is missing for most B2B Marketers is understanding what case studies and best practice exists to help increase knowledge and expertise. There seems to be a lot of vendor led information available, but a lack of independent, clear and concise information on how to be a brilliant B2B Marketer.

Many industry qualifications seem to focus on B2C Marketing theory and disciplines, with maybe a “chapter based” nod to B2B – completely ignoring the many complexities and difficulties in B2B.

What’s very exciting is that we have some very “big brains” involved in the Marketing Society’s forum, which means we can quickly start generating some great content – watch this space!

So, the mission continues! Now, if only I can get the CIM’s attention….

B2B Marketing · CIM · the marketing society

B2B Marketing Networking Forum Event:

Date: Thursday July 15th

Location: London

Time: 5.30pm onwards
—————————————————————-

As part of our mission to provide valuable content, best practice and case studies for the B2B Marketing Community, we are delighted to announce our first event for the B2B Marketing Forum.

The event is aimed at corporate B2B marketers. If there is interest from agency based, or freelance marketers, we will launch a separate group.

The first hour will feature case-study based best practice advice from those in the field at large technology companies.

Following that will be drinks and networking.

Full details will be released shortly, but I can hint that we have one the most well known technology companies presenting!

if you’d like to reserve a place, please do let me know by contacting me at info@icebluesky.com, otherwise, you will receive the invite shortly.

Many thanks,
Charlotte

B2B Marketing · Event · Technology