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Integrating sales and marketing:             What’s in it for me?                          John B. Elmer                Ch...
How many of you work in a B2B company like this?• A culture of trust and collaboration exists between sales and  marketing...
How many of you work in a B2B company like this?•   C-Suite dominated by engineering and finance•   Culture technology-foc...
Five things that B2B sales needs most from marketing•   A high-quality lead generation process•   Up-to-date knowledge of ...
Five things marketing needs most from sales•   Access to customers•   Data•   Data•   Data•   Data                        ...
The solution at Ingrain and S2S Systems• Collaboration through salesforce automation/ customer  relationship management sy...
What’s in it for me?• Sales: Effective time management, higher close rates• Marketing: Data-driven marketing decisions, in...
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Integrating sales and marketing: What's in it for me?

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Observations on how marketing can effectively generate sales leads in B2B technology-based companies.

Published in: Business
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Integrating sales and marketing: What's in it for me?

  1. 1. Integrating sales and marketing: What’s in it for me? John B. Elmer Chief Marketing Officer, S2S Systems International © Endeavor Management. All Rights Reserved.
  2. 2. How many of you work in a B2B company like this?• A culture of trust and collaboration exists between sales and marketing• Marketing routinely joins sales on customer visits• Strategies and objectives are aligned around growing revenue and improving customer relationships• Joint revenue-planning activities are used to adjust business performance © Endeavor Management. All Rights Reserved.
  3. 3. How many of you work in a B2B company like this?• C-Suite dominated by engineering and finance• Culture technology-focused and sales-driven• Sales: The “customer silo”• Marketing: Accountable for revenue, little ability to change revenue strategies © Endeavor Management. All Rights Reserved.
  4. 4. Five things that B2B sales needs most from marketing• A high-quality lead generation process• Up-to-date knowledge of the competition• Ready access to customer relationship history• Support that saves time during the sales process• Strong, differentiated value propositions that can be customized during personal sales interactions © Endeavor Management. All Rights Reserved.
  5. 5. Five things marketing needs most from sales• Access to customers• Data• Data• Data• Data © Endeavor Management. All Rights Reserved.
  6. 6. The solution at Ingrain and S2S Systems• Collaboration through salesforce automation/ customer relationship management system• All communications, collateral, documents, templates managed through the system• Based on a strategic account selling process• All leads and opportunities tied back to lead source and tracked through sales cycle• Sales and marketing objectives tracked in executive dashboard © Endeavor Management. All Rights Reserved.
  7. 7. What’s in it for me?• Sales: Effective time management, higher close rates• Marketing: Data-driven marketing decisions, informed strategies and efficient sales support• C-Suite: Visibility into the revenue pipeline and ROI on marketing © Endeavor Management. All Rights Reserved.

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