Companies in "B to B" markets that want to increase revenue will find the most cost effective approaches come from transforming their Marketing to be more aligned with Sales. There are at least five perspectives that should be adopted by Marketing:
- The quality of the Value Proposition, the level of “compelling and believable”, determines the skill and effort required in the selling process
- Marketing Program design can be focused on addressing the sales channels “pain points” in the current sales cycle, not just the product attribute we want to advocate to the market
- Gaining scale in sales channels requires the rapid capture and transfer of experience to the channels with less skill and time available
- Sales channels consist of innovators and followers just like customers, so managing the adoption through the stages is critical for gaining scale.
- Just as both Sales and Marketing have “product advocacy” aspects, Marketing needs to add “Consultative Marketing” to parallel Sales “Consultative Selling”.
The results of the implementation of these perspectives is the significant increase in selling effectiveness of the “middle 60%” of the sales channels [not the top 20% or the bottom 20%], which is more than Sales can achieve trying to do it by themselves.
Over the next several blog entries I will expand on each of these points and indentify the impediments for implementation.
Bud Hyler
BudH@logmkt.com
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment