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  • 15 Apr 2015

    Top Tip on Marketing

    Top Tip on Marketing

    I walked into a recruitment organisation recently and was chatting with the Head of Marketing about some new initiatives and we got onto the conversation about some of the sales team in the business.  I asked her how she thought one of the sales consultants, Sarah, was working out. “Whose Sarah? Is she new?” she replied!  In the grand scheme of things Sarah was new, I suppose, but had actually been in the company for almost 6 months now so probably not as new to have not been met before.

    And therein lies one of the biggest issues in sales-focused environments – the silo separation of the sales and marketing functions.

    If you think of a classic sales funnel, the top half of any funnel should be marketing driven – identifying, warming, engaging and opening up of potential prospects – ensuring that the success rate in the bottom half of the funnel (that is sales driven) achieves a higher rate of conversions and therefore greater outcomes.

    So, if marketing and sales work together strategically then the ROI from both marketing and sales activity will go up.  But, if marketing and sales don’t even know who the other person is, then we are literally working two disparate funnels.

     

Published by James Osborne April 15th 2015

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