Newsletter | October 13, 2021

10.13.21 -- Reframing the Relationship Between B2B Sales and Marketing

  In This Issue:  



In this edition of our weekly newsletter, we tackle how the informed buyer has disrupted B2B marketing and sales more than that puppy you adopted last year impacted your ability to have a complete night’s sleep.


The information available to help guide us through transforming our B2B sales and marketing can be overwhelming and leave us wondering where to begin.


Rather than offering a step-by-step prescription for you to follow, not yet anyway, we invite you to begin by looking at your B2B sales and marketing operations from the perspective of the buyer’s journey. We explore that with two great articles and a case study. And be sure to check out the One More Thing section at the end, a management tip from HBR. 


So don’t cancel those Wednesday lunchtime ping-pong tournaments just yet. But we do encourage you to reset your expectations if that is the catalyst for your sales and marketing transformation plan.


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Thanks for reading!





Perry Rearick

Chief Editor | Follow Your Buyer


Exclusive Content From Follow Your Buyer
Reframing The Relationship Between B2B Sales And Marketing

Exploring ways to improve the relationship between sales and marketing in B2B businesses is like venturing into the Sahara on foot without water. Rarely do business leaders intentionally set out to change marketing and sales operations, to include organizational structure and processes. We too easily retreat to the risk-free zone of “but that’s the way we’ve always done it.” However, the harsh truth is that this modus operandi is fraught with risk.  

The Sales Funnel Is Not The Buyer’s Journey

It’s time B2B marketers start looking for leads about to start a buyer’s journey instead of leads at the bottom of the outdated sales funnel.

Inside An OEM’s Buyer’s Journey For Manufacturing Partnerships

This behind-the-scenes look at one drug delivery device OEM’s two-year buyer’s journey represents the complexities involved in evaluating suppliers.


A Management Tip From Harvard Business Review 


Make Your Organization Change-Ready


The best time to prepare for change is before it starts. But you don’t always have that luxury, especially when the future is uncertain and unstable. Instead, you need to equip your organization to thrive in a state of constant change by reshaping its relationship to it. Here’s how:


Convey a different mindset. Don’t talk about change as something to be controlled and managed. Have an attitude that any change — good or bad, big or small, expected or unwelcome — is an opportunity for growth and improvement.


Conduct a “change audit.” Assess your organization’s readiness for a world in constant flux. Where is change hitting hardest in your organization? Which departments, functions, and teams have excelled despite the instability of the last 18 months — and why?


Assign someone to be responsible for your organization’s change-readiness. Depending on the size of your organization, it may be time to add a chief change officer whose cross-functional role is dedicated to helping the entire company prepare for a change-heavy future.


This tip is adapted from A Futurist’s Guide to Preparing Your Company for Constant Change,” by April Rinne.