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Conference presentation at Technology Services World, May 6, 2013: Sales complaints about unhelpful marketing are nothing new. As enterprise buyers focus more on business value than product features, however, marketing needs to play a much stronger role in directly supporting the sale of professional, educational, and managed services.
The need is greatest with key accounts and long-term deals. Sales is less able to go it alone but marketing too often gets bogged down in disconnected activities that contribute little to advancing strategic opportunities and relationships.
This presentation highlights four critical ways that marketing can support sales for growth in key accounts: thought leadership positioning, customer proof points, account-based campaigns, and executive relationship development. With examples from PTC Global Services.