Marketing Supporting Sales Processes
The evolving landscape of B2B marketing poses numerous challenges, particularly in aligning marketing and sales processes to drive effective outcomes. In a recent roundtable discussion hosted by Joaquin Dominguez, Head of Marketing at Adzact, a panel of seasoned professionals delved into these challenges and explored the strategies necessary to bridge the gap between marketing and sales teams. The conversation highlighted the importance of unified messaging, data-driven strategies, and continuous feedback mechanisms to ensure cohesive operations in a competitive market.
Hosts
Joaquin Dominguez and Tom Gatten were joined by marketing experts to discuss the topic.
Guests
Ankit Gupta, Assistant Vice President at Netcore Cloud
Bhanu Chawla, Global Director of Demand Generation at ComplyAdvantage
Varun Chopra, Enterprise Sales Director at Multiverse
The Challenge of Unified Messaging and Positioning
The discussion kicked off with a consensus on the difficulties of achieving alignment between marketing and sales efforts, particularly regarding messaging. Ankit Gupta noted the confusion that arises when there is a lack of uniformity in the messaging sent to prospects. He explained that prospects could receive mixed messages if sales and marketing are not aligned in their communication, which can undermine trust and credibility.
This sentiment was echoed by Bhanu Chawla, who emphasised the need for aligned KPIs and a shared understanding of revenue goals. He highlighted that often marketing focuses on vanity metrics that do not tie directly to revenue, which can lead to a disconnect between what marketing and sales are striving to achieve.
Varun emphasised the importance of aligning sales and marketing around a common language and goal, particularly around pipeline development and conversion metrics. He pointed out that while both teams aim to drive revenue, the disconnect often arises in how each team operates and is measured throughout the sales process.
"The most important challenge could be uniform messaging to a prospect. Imagine yourself as a prospect; if sales and marketing send different messages, it can lead to confusion and mistrust," Ankit Gupta
The Role of ICP and Account-Based Strategies
A recurring theme was the importance of defining and agreeing on the Ideal Customer Profile (ICP) early on. Tom Gatten highlighted the need for marketing and sales to have a shared understanding of which accounts to target, ensuring efforts are concentrated on the same priorities.
However, Ankit Gupta pointed out that in many organisations, sales and marketing often compete rather than collaborate, particularly when it comes to attribution conflicts. This competition can create silos and hinder the achievement of unified goals. Ankit stressed the importance of fostering a culture of collaboration where both teams work together, complementing each other’s efforts rather than competing for credit.
The panellists also discussed the nuances of targeting different markets and regions. Bhanu Chawla pointed out the complexities involved in adapting marketing strategies to different geographical regions and segments. For instance, selling into European markets like Germany and France may require tailored approaches that differ significantly from those used in the UK or the US. Varun highlited his experience with Nordic countries as an example. He pointed out that face-to-face interactions are often more valued in these regions, which can differ significantly from other markets where digital interactions might be enough.
"Segmentation by region or market size is nuanced. Different regions require different approaches, especially when considering language and cultural preferences," Bhanu Chawla
Leveraging Technology for Better Alignment
The panel also explored how technology can aid in better alignment between marketing and sales. Bhanu Chawla shared insights into how his team uses tools like Gong and DreamData to unify their tech stack and streamline data flow between departments. This integration helps sales teams access comprehensive insights on leads, ensuring more effective and personalised follow-ups.
Ankit Gupta emphasised the importance of timely and actionable insights, highlighting the need for marketing to provide sales with engagement data promptly. This allows sales teams to capitalise on hot leads and maintain the momentum generated by marketing campaigns.
An emerging challenge discussed was the impact of "dark social" interactions—private messages and conversations in channels like WhatsApp and Slack that are difficult to track or measure. Bhanu Chawla highlighted that while these interactions significantly influence decision-making, they often go unnoticed in traditional attribution models. This can lead to an incomplete understanding of the buyer’s journey and the true impact of marketing efforts.
Continuous Feedback Loops and Learning
A significant point raised during the discussion was the need for continuous feedback loops between marketing and sales. This process is essential for refining strategies and ensuring both teams are aligned with the overall business objectives. Regular check-ins and communication channels, such as Slack and CRM integrations, were cited as effective tools for maintaining this feedback loop.
Tom Gatten concluded with a reflection on the importance of feedback in adjusting marketing strategies to better support sales efforts. He suggested that understanding the nuances of why a lead did not qualify could provide valuable insights for future campaigns.
"Even with a common CRM, there are often gaps in feedback loops, making it challenging to understand why certain leads are disqualified and how we can adjust our strategies accordingly”, Varun Chopra
Handling Disqualified Leads
The panel also delved into the importance of effectively handling disqualified leads. It was noted that rather than dismissing these leads entirely, it is crucial to classify the reasons for disqualification properly and reassess them periodically. Bhanu Chawla mentioned that changes in personnel, company circumstances, or market conditions could turn a previously disqualified lead into a viable opportunity.
Conclusion
Navigating the complexities of B2B marketing in 2024 requires a strategic and flexible approach. This report highlights the insights and strategies shared by industry leaders, addressing the challenges of reduced budgets, sales and marketing alignment, and evolving market conditions. By focusing on product marketing, leveraging organic and inbound strategies, building communities, and adapting to market changes, B2B marketers can achieve sustainable growth. Emphasising creativity in advertising, understanding the customer journey, and managing customer retention are also critical components of a successful marketing strategy. As the landscape continues to evolve, these insights provide a valuable roadmap for achieving long-term success in B2B marketing.
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