‘How to Close the Gap Between Sales and Marketing’ – ‘MarketingProfs’ Blog
David Meerman Scott says, “Portions of this article excerpted from The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business, published by Wiley.
In my days as vice-president of marketing at several technology companies, I distinctly remember how difficult it was for my team of marketing professionals to command the respect of the salespeople in the company.
We were finally successful in doing so, but only by becoming the company experts on the buyers.
The salespeople didn’t care about the brochures we produced or the websites we built. They rarely commented on the email newsletter or the tradeshows we spoke at. But by effectively understanding and defining our buyer personas, we shortened the sales cycle for the reps who followed our strategies. Only then did the salespeople offer respect and kudos”.
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