Marketing & Sales Integration
Companies have been talking about better integration of sales and marketing for years…easier said than done. While marketers live in a creative world (with marketing data giving them insight about customers), sales people live in the gritty environment of quotas and customer complaints. While marketers are studying customers, sales people are in the trenches with them.So how do you successfully integrate sales and marketing? From our experience, the secret to success is the Pipeline. The organization has to build a common, disciplined enterprise-wide approach to pipeline management. Making the pipeline the point of integration allows all functions of sales and marketing to align with a common goal.
From driving market awareness to closing deals, every role and responsibility can be connected to driving pipeline performance. Effective pipeline management is the heart and soul of high-performing sales and marketing organization, and is the engine for growth.
Our Marketing Management and Sales Force Effectiveness teams work together to solve the pipeline challenge for many of the world’s leading companies. Our teams help sales and marketing executives gain acceptance on key terms and metrics, process steps, and roles and responsibilities throughout the organization. To reinforce this effort we build a training, governance, and reporting structure that instills and institutionalizes the discipline.
