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Connect The Convergence
of Sales & Marketing
What do you think happens
when you put 500 sales
and marketing
leaders in a r...
Not what you might expect…
so here’s the lowdown on what came up…
We learnt a new word…
Phygical
The convergence of the digital with the
physical world as it relates to the
customer journe...
And felt for those that
couldn’t make it 
But in the end, everyone agreed
1900 1960 1960 1990 1990 2010 2010 PRESENT
Age of ManufacturingAge of Distribution
Age of Information
Technology
Age of th...
Where you're no longer judged
against your competitor
You’re judged against
every buying
experience, ever
Customers aren’t asking what to
buy…
…rather what to buy in to?
So when did B2B start
to mean…
Be Too Boring?
Losing companies are
focusing on products
and services
Winners focus on
the experience
the only way to align
sales and marketing
is to focus on
customers
not products
US companies waste
1 trillion dollars
due to marketing & sales misalignment
The B2B Lead
Your audience doesn’t want to
become a sales lead…
…they want to solve a problem
content is the
link between
companies and
customers
But content alone is
not enough…
you need
content in context
to build trust
Context = Relevancy
and customer relevancy should be your ultimate goal
So here’s our three steps
to being more relevant
Get closer to your customer
Have a process to get feedback from
the front line to the rest of the business
Hold regular sales and marketing meetings
Get in the same room
Don’t get funnel vision
It’s not about marketing at the top and sales at the
bottom – Organisations need a joint plan to
e...
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The Convergence of Sales & Marketing

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The Convergence of Sales & Marketing

  1. 1. Connect The Convergence of Sales & Marketing What do you think happens when you put 500 sales and marketing leaders in a room?
  2. 2. Not what you might expect… so here’s the lowdown on what came up…
  3. 3. We learnt a new word… Phygical The convergence of the digital with the physical world as it relates to the customer journey adjective
  4. 4. And felt for those that couldn’t make it 
  5. 5. But in the end, everyone agreed
  6. 6. 1900 1960 1960 1990 1990 2010 2010 PRESENT Age of ManufacturingAge of Distribution Age of Information Technology Age of the Connected Customer We are in the age of the connected customer
  7. 7. Where you're no longer judged against your competitor You’re judged against every buying experience, ever
  8. 8. Customers aren’t asking what to buy… …rather what to buy in to?
  9. 9. So when did B2B start to mean… Be Too Boring?
  10. 10. Losing companies are focusing on products and services Winners focus on the experience
  11. 11. the only way to align sales and marketing is to focus on customers not products
  12. 12. US companies waste 1 trillion dollars due to marketing & sales misalignment The B2B Lead
  13. 13. Your audience doesn’t want to become a sales lead… …they want to solve a problem
  14. 14. content is the link between companies and customers
  15. 15. But content alone is not enough… you need content in context to build trust
  16. 16. Context = Relevancy and customer relevancy should be your ultimate goal
  17. 17. So here’s our three steps to being more relevant
  18. 18. Get closer to your customer Have a process to get feedback from the front line to the rest of the business
  19. 19. Hold regular sales and marketing meetings Get in the same room
  20. 20. Don’t get funnel vision It’s not about marketing at the top and sales at the bottom – Organisations need a joint plan to engage at all stages of the buying journey

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