Subtitle: Marketing’s Burden: Winning Today’s Buyers
Published by/Authors: RO INNOVATION
Length: 17 Pages
Highlights: The authors make the case that because marketing engages the buyer through most of the sales cycle they are responsible for more of the revenue to sale cycle. Like it or not, RO Innovations is right. This requires marketing to better understand the customer journey.
“95 of the buyers chose a solution provider that ‘provided them with amply content to help navigate them through each stage of the buying process."
Companies with strong sales and marketing alignment achieve 20% annual growth rate…
- Misalignment is the realm of the under performer.
- Sales Enablement is the paper’s argument.
- 18 References to other industry reports, paper and experts.
- The define sales Enablement
- The paper makes the case that sales enablement is more than “Warm Fuzzy”
- Content is the gas in the sales enablement engine.
- How to sidestep major sales enablement road blocks.
- Updating and Personalizing
- Measuring Effectiveness
- Sales technology to the rescue
SLMA Comments: The authors make the case that sales enablement does not require new leads or hiring more reps; it’s integration between the team. Certainly we agree on the integration, but with annual growth comes the demand to find increasing more buyers than a company’s competitors and managing the buyers better. Regardless, they make the case that without alignment, enablement and useful content that is measured on its contribution to sales, some companies will lose big to those who know better.
Why It’s Important:
“The average B2B content marketing spend is 33% of the overall budget.”
“Yet studies show that 80% of the content is never used.”
Content Marketing Institute & Marketing Profs, IDC 2014 Market Analysis Perspective
- Marketing Management
- Marketing Operations
- Marketing Communications Manager
- Sales Management
- Sales Managers
- Sales Operations Management
This review was conducted independently without the advice or consent of the publisher.
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