How B2B Marketing and Sales Alignment is Like a Relay Race
How B2B Marketing and Sales Alignment is Like a Relay Race:
from ViewPoint | The Truth About Lead Generation
At a recent high school track meet I cheered on our team in several heats of the 4 x 100 and 4 x 400 relays and mused that we can look to track and field athletics for inspiration and tactics for marketing and sales alignment. Hand-offs of qualified leads from marketing to sales can be as smooth and technically precise as those of the sprinters on a relay track team.
Typically, spectators regard track and field as an individual sport; however, in the relay races we experience how those individual talents combine to create exciting and victorious team efforts. The training for relays initially focuses on building the individual runner’s abilities. Team members then work together relentlessly rehearsing baton exchanges as each member performs his best, accelerating to complete his leg of the race. Competitive spirit and the desire to win, fuels the underlying urgency for each team member to do his part and win for the team.
In B2B marketing, teammates must ensure that website visitors and inquisitors can access the right content to assist and propel the buyers’ route. With nurturing phone calls and emails to warm-up potential buyers, marketing continues down the informational track providing more content that addresses the buyers’ problems and needs. As prospects convert to qualified leads, the hand-off to sales should be smooth and accurate. A winning team effort and hand-off from marketing to sales involves similar steps as a good relay team:
Communication
What winning tactics does your team use for B2B marketing and sales alignment?
Written by guest blogger: Martine Hunter, B2B Marketing Consultant
Photo Credit: David Winters, WintersPhotos
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