Organizations that optimize sales and marketing achieve kickass results by doing just three things well.
Agree on their market, media and message
Measure what matters
Deliver fewer, but better, leads to sales
Sounds simple, yes, but most B2B companies are doing just the opposite. Often sales and marketing haven’t collaborated on such fundamental issues as who their audiences are, how to best reach them and once they do, what to say. Without this agreement a company is wasting time and money—and relying on luck to close deals. These three essentials—market, media and message—need to be posted on every screen and wall in the organization, and if anything changes, consensus needs to be achieved. If marketing and sales can’t manage this, it’s up to the c-level to make sure it gets done.
These same companies are frequently not holding their sales