Expectations drive the stereotypes that often divide sales and marketing departments. Sales expects marketing to create a simple message and deliver qualified leads, and marketing thinks sales wants them to do the work while they travel and entertain.
These assumptions complicate things. But is the divide overhyped?
Sales and marketing ultimately cannot exist without each other but often they are siloed and inherently selfish to their own goals that don’t necessarily align. But today it is more crucial than ever before that the strategies of both are aligned and compliment each other. And even more importantly, that the two areas collaborate – extensively.
Historically, Business to Business (B2B) marketing has lived up to the stereotype of being stale and dry. While often lacking the creativity that is often found in Business to Consumer (B2C) marketing, a new era has arrived across all industries of B2B. With a disruptive mindset, and a focus on engaging prospects and audiences with information and educational, inspiring stories, marketers today are removing the stereotype that once existed. From creative storytelling in video, to the prominent use of infographics and podcast shows, marketing is rapidly changing in B2B.
It seems with each passing year that the rate of change in business is accelerating. This is especially true when it comes to marketing products and services. In this rapidly evolving world, it can be difficult to make predictions, but here are five marketing trends to keep an eye on in 2019.
Following years of research and development, and after investing a small fortune, you’re finally ready to bring your game-changing product to market. So, how do you go about initiating a successful launch? Your instincts may tell you to promote all your product’s features and benefits to every single applicable market. It may seem counter-intuitive to ignore features or applications.
Sales Operations Should Equal Sales Optimization
Like many aspects of business in the 21st century, Sales Operations is changing. How? Well, it’s moving quickly from a reporting and administration function to much more—think of it as Sales Optimization. Longer buying cycles and global competition may be eating into your organization’s numbers. It’s time to address the increased cost of sales head on by taking a closer look at your Sales Operations team.
Marketing and sales tend not to have a reputation for collaboration—in terms of partnerships, the two are more likely to inspire comparison to King Kong and Godzilla.This is a big problem. Without a sales content strategy – a plan that targets leads through strategically segmented and valuable content throughout their entire decision-making process – your sales process simply can’t win.
"Don’t Make Your Sales Team Run Marathons on Milk Duds."
Let me explain. See, I had this kind of absurdly anxious nightmare. Our firm was in some kind of Olympic race—but not really The Olympics. (You know how dreams are.) Anyway, we were sending our sales team out to run a marathon. For some reason, I said, "they can't run on an empty stomach." Then the sales team looked at me. Somehow, I realized I was in charge of the food. Then I gave them each a Milk Dud. That’s right—a Milk Dud, the odd little chocolate-caramel candies in the yellow box. Except I didn’t give them a box of Milk Duds--just a Milk Dud, singular. They looked confused and disappointed. I felt guilty and anxious. Then we lost the marathon.