Part 1: The Set-Up – The Problem with Marketing in Today’s World
After a quick review of MarketingSherpa’s 2012 B2B Marketing Benchmark Report, I learned that of the 1,745 B2B organizations that participated, 61% still send all leads that respond to a marketing campaign directly to Sales. Furthermore, most of those marketing teams have not applied strategy to any aspect of lead generation. This is just one statistic, but it is representative of the mindset of many marketers today. Many are stuck in the wrong decade. It’s time to move into 2013.
MarketingSherpa shared 5 signs that back up the fact that many B2B companies have yet to adopt Sales and Marketing best practices:
1. Sales is the chief cook and bottle washer
- We’ve all seen this: the sales rep has to find the leads, qualify and then close them. That just doesn’t work anymore. How can you possibly measure and optimize lead generation for a salesperson that is executing his own process?
- The strategic companies are taking this responsibility to Marketing to allow the salespeople to maximize their time and do what they should be doing – closing sales.
2. Sales spends at least an hour a day cold calling
- If Sales is spending this much time cold calling, then Marketing hasn’t shown Sales the many ways they can gather leads. Keep Sales focused on closing the leads, but ensure Marketing continues to find new ways to gather these leads.
3. No one takes responsibility for customer data
- Data has never been more important to companies and it’s amazing how many databases are filled with bad data. Your company’s CRM isn’t just a customer list – it’s a relevant, up-to-date stream of opportunities and knowledge.
4. Marketing and Sales snipe at each other
- I’m sure this isn’t happening in your company, but many times the finger pointing, blame-game runs rampant. Especially when the economy has been tough – sometimes it’s easier to push the responsibility.
- Every resource in today’s building materials companies must work together. Marketing can generate, gather and nurture leads and Sales can close them into sales. It sounds simple, but it can work.
5. Sales ignores marketing materials and makes their own
- This is another example of the independent sales person’s mindset and the general lack of credibility of Marketing with their Sales team. I’ve seen this happen too many times, both as a corporate marketer and as an agency. The Marketing team develops the perfect sales material, but they never talked to sales to gather their input or get their buy-in.
So what is your organization doing to embrace these new strategies? Are you at the table with Sales to deliver, qualify and close leads or are you simply collecting business cards at a trade show? And what happens when Sales and Marketing align to work on leads? Read Part 2 to see how this can make some amazing things happen in your organization.
