Thursday, February 23, 2012

Marketing Is the New Selling

Taking Things Into Your Own Hands

In order to thrive in today’s digitally driven business environment, sales folks need to think and act more like marketers. I suppose to some degree this has always been true, but it is painfully so now that prospects have access to mounds of information, have tools to deflect unwanted sales messages and have the ability to freely publish both flattering and unflattering information about the companies with whom they choose to do business.

So, in order to survive in this new world order salespeople need to take things in their own hands and connect much more deeply with the marketing side of things. I’ve often said that getting marketing and sales on the same page was one of the biggest challenges for departmentalized business, but now it’s become an individual challenge.

In the traditional model marketing owned the message while sales owned the relationship. In the new model there can be little distinction. Marketing must get better at relationship building and sales must get better at message building and delivery.

More HERE.

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