Sales POP - Purveyors of Propserity
The Real Role of Marketing in Sales
Blog / Sales Management / Jun 8, 2017 / Posted by John Golden /

The Real Role of Marketing in Sales

0 comments

Clearly the traditional view of Marketing–simply being a lead generation engine, focused at the top of funnel–no longer holds true. Marketing has a rapidly evolving role that takes it much deeper into the buying process than ever before. Neil Rackham defines it like this: “The role of marketing in the consultative problem-solving sales is around the buying cycle of helping customers at each stage of the buying cycle make better decisions.”

This reality demands a complete redefinition of not only the role of marketing but the relationship between sales and marketing. Sales needs to recognize that the part Marketing plays in the buying process has expanded, and that it has role to play at every phase of the cycle. Sometimes that role will be the primary one where they are the main interface between the organization and the buyer, supplying the buyer with the information they need, helping to create value for the buyer by intelligently uncovering their needs and facilitating their discovery process. Sometimes Marketing’s role will be more of a supporting one–helping Sales customize their value proposition, or supplying Sales with tools to help the buyer better evaluate a proposed solution. Sometimes it will be a partnering role where both Sales and Marketing are working together to help the buyer make their final decisions and resolve any concerns they have through relevant success stories and access to testimonials.

Whatever the role Marketing is playing, the important point is that Marketing is now playing a role at every stage, not just the front end. To look at it another way, the revenue generation process has become a continuum where sales and marketing are constantly and consistently engaged with their market in a much more fluid, overlapping and ultimately partnering way. But this can only be achieved through genuine Sales and Marketing alignment that goes well beyond the limited definition of alignment that most organizations labor under.

About Author

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World's Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He has conducted over 500 video interviews of thought leaders for Sales POP! online sales magazine and has a podcast channel on iTunes that has over 350 audio interviews He is CSMO at Pipeliner CRM. He is also an Amazon best selling author of two books and In his spare time, John is an avid Martial Artist.

Author's Publications on Amazon

John Golden, best selling author of "Winning the Battle for Sales" presents "Social Upheaval: How to Win At Social Selling" to explain how every B2B salesperson can add social selling methods to their toolkits, and why it is so important that they do so without…
Buy on Amazon
FROM THE CREATORS OF SPIN SELLING―TRIED-AND-TRUE STRATEGIES TO ARM YOU IN THE WAR FOR SALES SUPREMACY "I distinctly remember my first VP talking about 'campaigns' and 'targets.' Indeed, successful salespeople have made learning from military tactics an important aspect of their careers. In this engaging…
Buy on Amazon
Comments

..
..
.
Sales Process Automation
.
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. For information on cookies and how you can disable them, visit our privacy and cookie policy.