How to get the Sales and Marketing Departments to Play Nice (and be accountable)

Listen while  you think about how you're going to make quota!

Slma-recommended-187Their work should cross operational lines these sales and marketing people, after all they are on the same team, but they don’t in many (most?) companies.  But to reach a company’s revenue target, they must work together.  Christopher Ryan, founder and CEO of Fusion Marketing Partners was on CRM Radio this week and he tackled how to get a defined, hand-on-the bible service agreement between the sales and marketing departments.

There is a lot of talk about teamwork but in many organizations that’s all it is TALK. 

  1. How to get started – hint in the executive suite
  2. How to get the plan integrated into sales and marketing everyday functions
  3. What are the unspecified expectations?
  4. Sure, it starts with defining a sales-ready-lead, estimating the number of inquiries, marketing qualified leads and y sales qualified leads that will be needed. 
  5. KPI’s: what must both department agree upon?
  6. What is it that marketing owns?
  7. What is it that sales owns?
  8. Remember, compensation of salespeople drives behavior!
  9. Why  marketing people be compensated for revenue.

Crm-20180412-ryanAbout Christopher Ryan

Christopher Ryan has 25 years of marketing, technology, and senior management experience, and is a widely known expert in B2B marketing, lead-to-revenue modeling, sales strategy, and business startups. As both a services provider and in-house marketing executive, Chris has written four books on marketing and information technology, including the recently published Winning B2B Marketing.

About Fusion Marketing Partners

Fusion Marketing Partners (FMP) is a B2B marketing agency that specializes in helping companies create powerful lead-to-revenue machines to turn around their stalled or underperforming marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally. To find out more, visit

You may also like:

Has Marketing Assumed Pipeline Ownership? Christopher Ryan Opines

Why a Service Level Agreement Between Marketing and Sales is Mandatory

How Many Leads are Enough?

From Amazon:

Ryan BookjKindle $9.95

Paperback: $1247

Winning B2B Marketing shows you the fastest and most effective methods to build a business-to-business marketing and sales operation that creates awareness, generates leads and delivers revenue consistently and predictably. This book covers the best strategies and tactics to accelerate your success and quickly build more value in your B2B enterprise. 

Get This Book Today And:

-Determine the best marketing and sales model for your product or service

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and much more....

Have You Overlooked These Change Management Questions?

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Time to sit back and revel in the glory, right? Maybe. It all depends upon your approach to change management and training.

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WP: 4 Keys to Track & Optimize ROI From Events - DemandGen Report by Validar

Validar WPTitle:  4 Keys To Track & Optimize ROI From Events

Subtitle:  Tips & Tricks To Help Marketing, Sales and Marketing Ops Maximize The Impact of In-Person Investments To Increase And Measure ROI

Published by/Authors:  DemandGen Report White Paper sponsored by Validar

Gated: No

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Length:  12 Pages

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Why do salespeople lift a leg on the CRM System?

IStock_000002670512SmallNo matter how good a CRM system you have there are always salespeople that will figuratively lift their leg on it and say they won’t use it. (Don't mean to be sexist here)  

The primary purpose of a CRM system, even if they don’t believe it, is to help bring control to their sales lives. Control time, reduce use of spreadsheets, track hundreds of prospects, reduce the need to remember appointments, important dates, and ultimately close more sales. Why do salespeople resist CRM systems? The reasons are common but fixable:

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