Is there a disconnect between your marketing team and sales? Do sales team members love your presentations or do they complain about them? What about the leads you create? Do they jump all over them?
I have been asking sales consultants for the last month whether they have ever worked with a B2B software company that has alignment between sales and marketing. I have yet to get a “yes” answer but instead they say it’s a problem that does not have a solution until the structure of sales and marketing is blown apart. Then reconstructed in a way that sales and marketing become a cohesive team that works together rather than at odds with each other.
Do you wonder why your latest marketing campaign didn’t generate enough good leads? Or why too many sales opportunities stall or result in no decision?
If you’ve tried to improve marketing effectiveness and not had much success, consider one simple solution and a more radical one. Both are based on positioning.
When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? If you’re not sure, you’re not alone.