If sales are truly going to transform themselves into digitally savvy, socially selling experts by 2020 they need to recognise it's not going to happen in isolation.
This post perfectly summarises why the partnership is set up to work more perfectly than ever.
Sales understands the customer. The know the issues. They hear the questions every day. They live and breathe the customer experience.
Marketing understands how to engage customers. How to build trust, stay front of mind and guide audiences through compelling stories using digital tools. They know how to create valuable content.
The moment that both functions recognise the value they bring to the "social business transformation" table, is the moment the organisation is ready to step into action.
After all, marketing wants to attract inbound leads (#inboundmarketing) and sales wants to attract customers (#inboundsales). Time to work together for a common cause!
Marketing and sales have much to learn from one another. While marketers can learn from the sales team's deep knowledge of customer relationships, sales teams can learn from marketers who have experience delivering a consistent message across multiple channels and multiple devices. Whether your team realizes it or not, that consistency helps boost customer perceptions of your company, and ultimately, it drive sales. How does marketing create those consistent experiences? One of the prominent ways is through content. Rather than pitch, pitch, pitch, marketers help, help, help. They share content that adds value to the buyer's journey, and when they freely share your company's knowledge and expertise, they build trust with buyers. And trust is ultimately your most valuable selling tool.