Social silos will work to a certain point. Programs will develop in isolation. Tools will be bought. Resources will manage, optimise and in some cases, duplicate effort.
Then they'll be a point where suddenly a company realises that without great content, sales can't share anything (Hint: Sales reps who regularly share content are 45% more likely to exceed quota)
Marketing will realise that without insight and authentic content from the experts within their business, lead conversion will drop.
All studies are showing that a united front between Marketing and Sales will drive a best-in-class approach to social media.
More than that, this is what customers want. Customers are more likely to purchase from socially active companies. That's true. But imagine the competitive edge you get when a company joins the dots between all their social programs. Unbeatable.
Customers Are More Likely to Purchase from Socially Active Companies As your company looks to nurture prospects until they are ready to engage with a sales rep, your employees can make an impact by sharing relevant content on social networks. Consider these documented findings: Leads developed through employee social marketing convert more frequently than other leads. Socially engaged companies are 57% more likely to increase sales leads. Sales reps who regularly share content are 45% more likely to exceed quota. According to the Hinge Research Institute, “Nearly 64% of advocates in a formal program credited employee advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy.”