Putting it all Together When assembled, the entire system consists of three very distinct but related processes, each feeding the next with the right kinds of leads. Marketing’s job is
By now, factor 1 and factor 2 should have demonstrated the central role of marketing in the new B2B paradigm. Marketing is too important and too expensive to just “have” if it doesn’t impact sales in a measurable way. For Marketing to impact sales in a measurable way, it must be numerically aligned with Sales.
Factor 2: Sales Process is Buyer Process Research by McKinsey & Company, Bain & Company, and the sales force training firm The Rain Group all show the same thing: Buyers now prefer to work with sellers who align their process to the Buyer’s process. A seller that does not comply is one that complains about
One critical success factor in the operations of B2B sales is content. Content is how a prospect can determine the degree to which a vendor understands her problem and can solve it. The more quality content you have, the more certain she becomes that you must be on her short list of vendors to evaluate—
While the first critical success factor in B2B sales involves the quality of your content, the ways in which that content is distributed to your audience is also important. Medium Key Metrics Description Email Click through rate, unique opens The purpose of email is to produce awareness of something you want the recipient to notice.
Both Marketing and Sales Automation are crucial to the success of B2B sales. Marketing Automation Purpose To automate the creation and nurturing of a lead by delivering the right content at the right time based on action previously taken (or not taken) by the prospect. To provide intelligence on the buying intent and readiness of
In Critical Success Factors 1-3, we discussed the importance of Content, Content Distribution, and Automation in the operation of B2B Sales. Here, we discuss the final factor, List Management. Characteristics Importance/Impact Duplicate records Duplicate records are inevitable as you continually build your marketing list. However, they pose a significant problem and must be continually managed.