marketing

Sales/Marketing Measurement Model

Linking marketing and sales to buying activity requires reinvention of the sales process as well as process improvement. The traditional model of marketing handing leads off to sales is being replaced by the idea that both organizations jointly own prospect relationships and coordinate activities to nurture and migrate the prospect forward in the decision cycle.  Unfortunately, these two departments approach the customer in different ways, with different cultures and different compensation models.  Companies that figure out how to make this work can see dramatic improvements quickly at the top of the pipeline. 

Our beta B2B Marketing/Sales Execution Model is a first pass at explaining the inter-relationship between the departments. We attempt to align the activities of sales and marketing by mapping activities against the buyer’s decision-cycle. To request a copy, please complete the form below. We’d appreciate your feedback as we evolve and improve this concept.

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