tailieunhanh - Sales and Marketing: The New Power Couple

In an ideal world, marketing and sales create a shared go-to-market strategy that focuses on customers, not products. In this world, marketing creates demand with the right kinds of (profitable) prospects as well as promoting the brand, and sales has the insight and selling tools it needs to close those sales. This foundation of joint ownership and continuous information sharing is enabled by accessible and flexible technology. This white paper will review the obstacles to making business development a team sport and then will present best practices around people, process and technology for aligning the sales and marketing organization. Through insight from thought leader Don Peppers we will highlight key elements, including strategy,. | white paper 2008 Sales and Marketing The New Power Couple . Il Microsoft Dynamics Peppers Rogers Group a division of Carlson Marketing Sales and Marketing The New Power Couple executive overview ou know the story. It s the end of the quarter and the sales numbers are below the target. The sales team is pointing fingers at marketing because they aren t bringing in enough qualified leads and marketing is responding by saying sales is at fault because they don t know how to follow up on a lead. Sound familiar Today many businesses lack synergy between the sales and marketing organizations due to a variety of reasons including Success in the sales and marketing departments is measured differently Sales and marketing have a different vision of the ideal target customer Actionable customer insight sits in dozens of disconnected databases There is a lack of a 360-degree view of customers and their buying preferences Broken processes make it impossible to track what is working The technology is too hard to use so that there is limited adoption Disconnected Reality This disconnect is making it difficult for organizations to make the most of their sales opportunities. Companies are unable to provide the right offers to the right person at the right time because customer insight lives in disparate locations and the company s go-to-market strategies are uncoordinated. In order to mitigate this disconnect businesses are turning to applications and personal productivity technologies to help them build a cohesive sales and marketing alliance. Rhett Thompson CRM global manager at Tekla a global company that develops and markets modelbased software products and solutions describes it this way. A disconnect between marketing and sales existed in our organization and we were suffering from poor conversion rates. In marketing our leads were scat tered among different databases. We could not respond to inquiries with appropriate product information. In sales we had poor quality account