Workshop SMarketing - Marketing & Sales combined
Do you want to step onto the digital marketing and sales strategy trend? If so, there are a number of things to keep in mind when it comes to coordination and collaboration between these two market-processing departments.
That is because when you digitalize your customer relationship processes, the responsibilities and roles in this relationship also change. While marketing deals with 1:N communication and sales handles 1:1 communication and individual demand management, in recent years the pitch has become a mixture of both disciplines. Why, really?
Nowadays in B2B, 80% of your prospects and customers use all digital channels to find out about the issues that are driving them. Search engine queries, search engine marketing, display marketing, social media posts, email marketing, video marketing, blogs, forums, how-tos, 3rd party lead generation platforms, webinars, digital sales force (i.e. your website), chat bots, communication automation, and all the old familiar offline formats like events, specialized press, direct mail, etc. And they find answers! What answers do you provide in this research and selection process?
Step by step to the new sales and customer relationship process
If you are reading this, you are probably looking for answers. At its core is the question of organizational collaboration, the self-understanding of departmental or cross-departmental objectives, and the will to understand and implement this new paradigm. Sales has personal, relationship-building capabilities that marketing cannot cover. And marketing has reach and content tools that sales does not have in their entirety. It's about vocabulary alignment, common understanding of goals in funnel control, technological control processes, and the awareness that 1+1=3! However, it cannot be denied that SMarketing should not be included in strategic considerations until marketing has already generated a valid and continuous lead data base.
MARKETING & SALES: UNDERSTANDING AND ALIGNING BUSINESS OBJECTIVES
MARKETING & SALES: DEFINITION OF JOINT FIELDS OF ACTION
JOINT ACTION - ESTABLISHMENT OF JOINT CAMPAIGN MANAGEMENT
KNOWLEDGE TRANSFER - TECHNICAL ALIGNMENT OF MARKETING AND SALES
FUNNEL MANAGEMENT - REPORTING, LEAD AND OPPORTUNITY MANAGEMENT
ESTABLISH JOINT SERVICE LEVEL AGREEMENTS
STATUS, ALIGNMENT AND STEERING MEETINGS
AT A GLANCE
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