Technology has helped shift control of the sales process to buyers, who now rely on a range of online tools to learn more about products and services that interest them. Buyers for B2B organizations may share content from a mobile device, read proposals and sales documents on a Web-based platform, and sign contracts with e-signatures.

Organizations that don't engage customers online run the risk of losing business.

Sales teams have to work faster and smarter to keep up with customers' and prospects' expectations, and doing so means interacting online and digitally. The rise of the mobile workforce gives sales teams the flexibility and freedom to respond to customer needs quickly and creatively. Marketing teams also have the opportunity to use more channels to deliver content that can make a real impact.

By working together to create online buying experiences that translate well across devices, sales and marketing teams can engage with their audiences at every point of the buying and selling processes.

But a mobile-friendly approach to sales and marketing can introduce barriers as well.

The Challenge of Mobile

Sales and marketing teams may have conflicting ideas about how to communicate with mobile prospects and customers. Getting Sales and Marketing on the same page under the best of circumstances can be a challenge; introducing a new channel may make things even more difficult.

Marketing is responsible for creating sales content at various stages of the funnel, but Sales is often responsible for delivering that content. Communication between the two teams is essential to make sure the content being created and delivered is effective.

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image of Sharmin Kent

Sharmin Kent is a marketing content specialist at TinderBox, sales automation software that increases productivity with data-driven sales documents in the cloud.

LinkedIn: Sharmin Kent

Twitter: @STMKent