12.05
At B2B companies, Sales is king. That fact alone is not surprising if you consider it’s the salespeople who close the orders and bring in revenue. What is surprising today is the absence of “sales perspective” in the strategic marketing communications planning effort. The two critical functions just don’t work as a team. Should they? You bet your sweet Web site they should. It’s a new B2B sales game out there.
The Internet puts marketing squarely in the beginning, middle and end of the sales process, so it had better be in line with your sales team’s needs. The only way to guarantee alignment is to get Sales involved as part of your research for continuously refining your Web presence. Astute sales staff can define prospects’ pain points and industry trends that you can translate into messaging that attracts, engages, educates and nurtures customers and prospects.
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