There are lots on-going about marketing and sales alignment. However, as marketing begins to recapture the role as an operational center of an organization, marketing will need to look beyond the revenue silo to increasingly learn and leverage support from other parts of the organization. In this “new perspectives” series, we’ll explore how marketing operations will impact other parts of the organization:
While spending any time in this space, you’ve probably stumbled upon a variety of operational and technological themes. In building and maintaining a sales/marketing ecosystem, there are many moving parts to consider.
Lead Scoring! Social Login! Marketing/Sales Alignment! Multi-Channel Marketing! Big Data! BINGO
You’ve probably been in this situation or similar to it:
“Team, I just read an article about social marketing. We need to get on Twitter,” said the manager. “Okay, what are we going to post?,” the marketer responds. “Anything and everything that is news worthy for 5 times a day,” the manager squawks back.
Supporting the marketing/sales organizations, operations folks are constantly meeting various demands while balancing the theoretical vs. practical. In the foray, we struggle find the opportunity to step back and regroup to understand the changing buying process. The newest book Balancing the Demand Equation, by Adam Needles, Chief Strategy Officer @ Left Brain DGA serves as a guide to do this.
A bit of a disclaimer: In my search for as much B2B marketing advice as I could find, I followed Adam through his blog “Propelling Brands” then had the pleasure of working with him at Silverpop, an Email Marketing Automation firm.
Balancing the Demand Equation is about the changing B2B environment where relevancy and efficiency matter most, but marketers are currently unable to deliver.