By Giles House, CMO and Executive VP of CallidusCloud
Every business wants to accelerate sales, get the most from its marketing investments, equip its sales teams with the best content and most effective training, and create a great experience for its customers during the buying cycle. These things sound like discrete objectives, but they’re really not: they’re part of the overall objective of creating a higher-performing sales organization.
Unfortunately, sales and marketing professionals often fail to recognize the bigger objective. They treat the symptoms of their problems, which manifest themselves in sales and marketing issues that mid-level executives are charged with solving.
Often, the choice is a point solution which creates its own problems because it’s disconnected from the larger objectives of the organization. For example, marketers may bring in a new marketing automation solution which makes it easier to reach more prospects, but that solution may not be accessible to sales, and leads may not arrive on sales’ desks with the context needed to close the deal. Comp plan managers may fail to realize the impact of a marketing campaign on sales results and incorrectly apply bonuses. Or sales ops may struggle to deliver content to sales from a disconnected content management system, leaving salespeople guessing at what content is best for the deal they’re trying to close.
Understand the Process