FROM THE EDITOR
Having continuity between B2B marketing and sales is vitally important for your business!
One of the most debilitating problems that B2B organizations have is related to the relationship that often exists between marketing and sales. It is so ingrained in our cultures that we have come to accept a level of friction between the two functions.
We have convinced ourselves that the best solution is to keep marketing and salespeople apart. We need to look no further than our organization’s line and block chart for evidence of this. It reduces disruptions, prevents sales people from tasking marketing with urgent requests for collateral, and marketers aren’t distracting sales people from selling.
But the problem is about continuity, not some inherent differences between salespeople and marketers.
And why does this matter? Our buyers, both prospects and customers, don’t view us as departments. They see us as a single brand from which all external communications come.
When a prospect engages with a thought leadership article intended to serve the early buyer’s journey and a sales person contacts them with a ready-to-buy message, it harms our brand. The buyer becomes irritated with us, all of us, not just the sales or marketing teams.
Buyers are on a journey, often to solve a problem they have. While the journey is not without starts and stops, distractions, and slowdowns, it is a continuous journey, and they are seeking help from brands who recognize and understand that. Having continuity across all our external messaging begins with continuity inside our organizations and between marketing and sales teams.
This edition of our newsletter is all about creating better continuity between B2B marketing and sales. It is loaded with practical information that can be easily applied to put you on a path to better business growth.
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Chief Editor | Follow Your Buyer