Who owns the pipeline is a growing question as marketing grows
With the arrival of more erudite Customer Relationship Management systems, AI applications and marketing automation software, hardened by a ton of frustration on the part of Marketing, the question is being asked: Does sales still own the sales funnel, aka the sales pipeline or has marketing assumed the leadership and responsibility spot?
To answer this question, we have gone to Chris Ryan, Founder and CEO of Fusion Marketing Partners. The answer to this question will guide both marketing and sales to better understand their role in pipeline management.
About Christopher Ryan
Chris 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. The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants. To find out more, visit http://www.fusionmarketingpartners.com.