Tug or Bridge, the Strategy That Works

Jul 11 2018
By Joseph Knecht in Insights

Often times in organizations there seems to be this internal tug of war between sales and marketing.

The lifecycle of a client journey used, to begin with, Marketing. Driving interest through content or producing content for sales to use in engaging clients and then the handoff commences. Marketing’s work is done, it is turned over to sales.

When organizations maintain cross-department communications, Marketing can fill voids identified by the Sales team and a partnership can exist even though the relationship and client journey are more linear. Unfortunately in many organizations, when revenue goals are not hit the tug of war begins with Marketing saying they provided the necessary collateral needed and that sales needs to step up their game.

Sales thinks that Marketing is not timely, innovative, or responsive to their needs. Marketing produces more material based on gut feelings. Sales, being the confident drivers they are, puts it on their shoulders to drive results in spite of what they deem as “no Marketing support.”

According to an article from Forbes, "Breathing New Life Into The Customer Lifecycle," this has changed dramatically. To start, the Client Experience Lifecycle is no longer controlled by Sales or Marketing. Assertive behavior of the past to drive Customers has given way to the need to be receptive, responsive, and meet the Customer where they are in their journey. It must be executed personally, on the customer's terms and flexible to their pace and needs.

We will talk more about the importance of sales engagements in future blog posts, but what you can see is a need for polarized departments to act like one. As you review the 5 Phases mentioned from Discovery to Advocacy, hopefully, you can see needs in each phase of Sales and Marketing. A true partnership is critical now. The organizations that can mend fences and truly unlock their collaborative power will win the day.

Proteus Engage was built to bridge the gap between Sales and Marketing. To enable the collaboration of both skill sets. Sales teams enjoy a toolset to create customized high-value engagement in a dynamic way to take prospects from qualified to close faster. Marketing appreciates sales using their resources and seeing key analytics to inform future strategies. If you are interested in seeing how we accomplish this email sales@proteus.co.

Joseph Knecht
Post by Joseph Knecht

Joseph Knecht is the CEO at Proteus and loves to cover the topics of buyer enablement, sales, entrepreneurship, and digital transformation. You can also folow him at www.buyerx.co - an advocate for b2b buyers around the world.

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