FROM THE EDITOR
Is sales and marketing dysfunction killing your business?
I’m hearing about some troubling actions being taken by business leaders based on their economic nervousness.
Perhaps actual sales are down or funnels aren’t as robust as they have been in recent years. Conversations with prospects and current clients, who are also nervous, aren’t generating confidence, or maybe the conversations aren’t happening at all.
This has business leaders making cuts, or at least considering them. Not only am I hearing about marketing budgets being cut, but layoffs too. And of course, marketing departments are always on the chopping block. This makes no sense!
Think about it this way. You register for a 10K race and discover that much of the route is an uphill climb. Naturally, you determine that you must train differently, and you include more uphill running in your weekly routine. But you don’t amputate a leg or have a one of your lungs removed. Perhaps a bit of an exaggeration, but maybe not!
Those B2B companies who consider making cuts to marketing because they believe sales are at risk have much bigger issues than a decline in sales. Often, their marketing and sales operations are fraught with problems already and those problems have been hurting their business for some time.
This issue of our newsletter features an interview with Sumit Mahajan, Chief Sales and Marketing Officer at Datamatics Business Solutions. He offers a framework for revenue generation by improving sales and marketing interoperability.
There is also an article on reframing the relationship between marketing and sales by focusing on the buyer, and some advice on improving the way leads are handed off between marketing and sales.
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Chief Editor | Follow Your Buyer