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Time and again we see how marketing is used for isolated immediate sales needs—create a brochure for one, specific meeting, setup an event, send out a press release, etc. This is transactional marketing—a tactical drive up window per say.
Offering one-off sales support flexibility is good, but marketing should focus 70-80% of its time on deploying proactive, integrated tactics that attract new prospects at the top of the sales funnel captured in a CRM, then help motivate those prospects along the B2B buyer journey from a MQL to a SQL ready for hand-off to Sales. (Make sure everyone is using the same lead management terminology!) Alignment is critical for the growth of the company.
We also insist that content has a purpose and that purpose should be demand generation. We align with sales by clarifying where are roles start, overlap, and end. With an explicit sense of our respective and shared roles in the sales process, we can be more efficient and successful.
TME’s Remote Marketing Cubicle was founded in 2003 to provide an alternative to recurring problems like this—something me and my colleagues saw firsthand during our corporate days.
If these barriers sound familiar, Talk to Us.