It's too often true that Sales & Marketing set their strategies and indeed, their commercial metrics, separately. It's not surprising therefore, that these departments are not joined up in achieving company goals.
Following research with B2B Sales teams, the article below highlights the dangers of that approach and the quote highlighted is a typical response from Sales.
It got me thinking however, that this is the perfect example of why companies should be adopting social selling. When you are only talking to the customer about price then you're in the conversation far too late and are in reality just 'spreadsheet fodder'.
It's never been more important for Sales and Marketing to be aligning on their customer strategy, working out together what problems the customer is facing and how they can help.
They've got to be 'in the conversation' when the buyer starts their journey by having the right content available at the right time. When 74% of buyers choose the company that was the FIRST to add value, they really can't afford not to.
“They overestimate, like most managers, the brand equity. They think that we should be able to command that price, that the distributor should pay that price, and that our products are better or that we are better. Everything we do is better; they think. They just ask us, ‘Why can’t you sell that? And why won’t they pay for it?’ They think all the theoretical stuff should just flow right through. They don’t actually understand the reality.”
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