Articles in the 'Sales Effectivness' Category
How Marketing Can Double the Effectiveness of Your Sales Force
I was talking to a former colleague yesterday and she made the claim that as a marketer, she had no control over the sales process and little or any impact on revenue. Regardless of whether this is true at her particular company, B2B marketers should (and do) have substantial impact on sales revenue. In fact, there are many instances where upgrading the marketing function can bring a much larger boost to the top line than hiring more sales people.
To put this
How to Shorten the B2B Sales Cycle
If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle. Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it. The future of your company (and its stock price) may depend on getting revenue in the door faster.
What exactly do I mean by the term “sales cycle”? The classic definition is “the total time elapsed from the buyer’s first contact
Do You Need a Service Level Agreement Between Marketing and Sales? – by Christopher Ryan
I have written a lot about the gap between marketing and sales in B2B companies and you can download my whitepaper about this subject here. One of the trickiest aspects of the relationship is establishing the marketing and sales metrics. Once you do this, you then need to agree on who is responsible for which part of the process. In most scenarios, the marketing VP is responsible for every step through qualified leads, and the sales VP is responsible for
B2B Marketing and Baseball – by Christopher Ryan
I’ve seen a number of blog posts and articles lately that use sports metaphors. I think this is true because sports is a common reference point for Americans. People who have no idea who their U.S. senator is or which ocean is on the west coast can name the Super Bowl MVP and they also know who won the World Series. So I got to thinking (always dangerous) about the many ways that B2B marketing is like baseball and some
The Four Pillars of B2B Marketing Success by Christopher Ryan
The Pareto Principle as Applied to B2B Marketing
According to our friends at Wikipedia, the Pareto principle (also known as the 80-20 rule and the law of the vital few) states that, for many events, roughly 80% of the effects come from 20% of the causes. As I mentioned in an earlier post, Pareto observed that 80% of the peas in his garden came from 20% of the pods, and he went on to apply this formula to many other areas,
Bridge the Gap in B2B Marketing and Sales by Christopher Ryan
Of all the talks and presentations I do about B2B marketing and sales, perhaps my favorite is called How to Bridge the Gap Between Sales and Marketing. This is a subject that resonates with both the marketing and sales audiences, as well as CEOs and business owners. We have some fun with the presentation but the message is deadly serious: marketing and sales need to be in alignment for the business to reach its potential.
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