Is it worth it to talk about demand generation and lead generation again? Sure!
Today let´s talk about an underestimated topic which is a conflict between sales and marketing that hinders efficiency and effectiveness and finally the best success in sales.
Last time we started to talk about the field of tension between marketing and sales and how self-centric both marketing and sales are often operating (https://www.globalmarcomm.com/?p=2850). In many cases both parties are still working more or less independently from each other. Sales and marketing don’t really rely on each other as the interface between the two is often missing. Also, not seldomly, there is some good mutual mistrust to each other.
Some sales people tend to claim every single order for themselves just because they are talking to any customers. The reality is: speak with a few professional sales consultants that do have a lot of experience (there are some here around on LinkedIn for example), and learn how very far away many of the sales people still are from a strategic and professional sales management approach. As many marketeers are still far away from understanding what professional selling means. Strange but true.
Surprising and even more disturbing, this is all still valid in times of dramatic changes and challenges in the worlds of digitization and globalization that do affect every business very deeply and drastically. It impacts the way how business has been operating and is a huge challenge. Also, it shows that it requires a much more professional approach in all areas than ever before.
Well, what does all this have to do with something simple and trivial like demand and lead generation? Today it is even more important than ever that marketing and sales are complementing each other. That they are working together. That they have a common strategy. That marketing really supports sales to get more and bigger orders. And that sales acknowledges marketing’s efforts.
Customer Experience is not a buzz word today just so. And integration is the other important one.
Finally, as far as it concerns marketing: one of the most important tasks of marketing is to supply your sales force with leads that are really of value for them and that help them and the company to grow the business.
Considering all this, a powerful lead-generation engine helps you to retain existing customers and to make them better customers that are buying more and to acquire new customers that increase your market share.
In fact there are very many facets that are influencing the success of demand and lead generation. If you are doing it right, you will grow your business.
However, there are also very many pitfalls you can tap in, and things that you can do wrong, and in fact, many are really doing them wrong.
Interested? More about leads to come soon in part 3…
Josef W. Flossmann, EMEA and Demand Generation Practice Director— Gilbért, Flossmann & Zhang Worldwide, Munich
Contact GF&Z at solutions@globalmarcomm.comm (www.globalmarcomm.com) in order to discuss.