Marketers are responsible for leads, unique website visitors, and brand awareness. Sales is responsible for the length of the sales cycle, win rate, and closing business. Sound familiar? On the surface this makes perfect sense—divide and conquer. But in fact, it's this black-and-white division of labor that leads to unhealthy tension and inefficiencies.
If you're tired of the sales and marketing tug of war over resources, blame, and credit, this Take 10 is for you. In just 10 minutes, we'll explain why it's time for marketers to take shared ownership of three traditional sales metrics and how, by doing so, you can improve collaboration and focus on activities which drive the business forward.
THIS VIDEO TUTORIAL FEATURES:
Samantha Stone, author of Unleash Possible: A Marketing Playbook that Drives Sales, is a revenue catalyst who helps unleash the possible in organizations that have complex selling processes. She's a fast-growth, B2B marketing strategist, researcher, speaker, consultant, and persona coach. In 2012 she founded The Marketing Advisory Network to help savvy business leaders unleash the possible within their enterprises.