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Is Marketing the New Sales Department?: RO INNOVATIONS Says Yes - White Paper Review

Is-Marketing-the-New-Sales-Deptarment-Cover-231x-300-1Title:  Is Marketing the New Sales Department

Subtitle:  Marketing’s Burden: Winning Today’s Buyers

Published by/Authors:  RO INNOVATION

Gated:  Yes

Download Link   

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.
  • ROI
  • Organization
  • Updating and Personalizing
  • Distribution
  • 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

Recommended for: 

  • President
  • CSO
  • CMO
  • Marketing Management
  • Marketing Operations
  • Marketing Communications Manager
  • Sales Management
  • Sales Managers
  • Sales Operations Management

Download Link

This review was conducted independently without the advice or consent of the publisher.    

Note:  If you would like your research or e-book reviewed, you may submit it to: content@salesleadmgmtassn.com.  There is no guarantee it will be reviewed.  You may not be given notice if it is reviewed.  If you would like to submit artwork for the cover of the work along with a copy of the work, you may do so.  Members and non-members, sponsors and non-sponsors are welcomed to submit work for review.  Sponsors are given priority for white paper reviews.

 This blog is supported by the generous sponsorship of OMI - Outward MediaVanillaSoft and Goldmine CRM Software

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