Hopefully, you’ve got your Inbound Marketing engine chugging along, bringing you leads that convert into customers. As you’ve built this, adding blog articles, developing personas, and measuring your efforts, you’ve probably started wondering, “exactly how specific can targeting go?”
If you’re in Sales, you’ve always got the sales goal looming. Success is measured in the number of sales you make, the money you’re bringing in, and your close rate.
We’ve explained how Sales, Marketing, and Customer Service are the crucial three revenue growth drivers in any company and why Sales and Marketing should align. A good lead process starts in marketing, gets handed off to sales, requires an excellent customer experience, and then the subject of continuous, relevant, helpful contact from each department as relevant.
Do you still view Sales and Marketing as distinct silos with different goals and a linear relationship? Marketing finds leads, Sales qualifies these leads and turns them into customers?
Sure, that used to be the best approach. It served companies well for the last century. But as you’ve probably noticed, today’s customer is different. They’re researching their purchases long before they make them, and the amount of information available makes the traditional sales rep less important. It also makes traditional advertising less important.
There’s no time left to wait. If you’re a B2B company still relying on a traditional sales process, you’ll be losing deals you don’t even know about — on top of those you do.
Did you have to take time out of your day and call someone? Were you placed on hold? Did you have to call back? Did you have to explain the same situation to three different people as you got shuttled around before someone finally dealt with the problem?