The Only Way to Get the Squabbling Siblings of Sales and Marketing to Grow Up: Get a Service Agreement
They work independently these marketing and sales departments but they shouldn’t. Their squabbling and fighting often resembles two 6-year-old kids in the back seat of a car pointing at each other and screaming.
Their work should cross operational lines, after all they are on the same team, but they don’t in many (most?) companies. And yet, to reach a company’s revenue target, they must work together. Our guest this week is Christopher Ryan, founder and CEO of Fusion Marketing Partners and he will tackle the importance of a defined, hand on the bible service agreement between the sales and marketing departments.
There is a lot of talk about teamwork but in many organizations that’s all it is TALK.
- How to get started – hint in the executive suite
- What are the unstated expectations?
- Defining sales ready leads, number of inquiries, when they are delivered etc.
- What is it that marketing owns?
- What is it that sales owns?
- How to avoid over-promising by marketing!
- Remember, compensation of salespeople drives behavior!
- Should marketing people be compensated for revenue?
- How to get the plan integrated into sales and marketing everyday functions
About Christopher Ryan
Chris Ryan has 25 years of marketing, technology, and senior management experience, and is a widely known expert in B2B marketing, lead-to-revenue modeling, sales strategy, and business startups. As both a services provider and in-house marketing executive, Chris has written four books on marketing and information technology, including the recently published Winning B2B Marketing.
About Fusion Marketing Partners
Fusion Marketing Partners (FMP) is a B2B marketing agency that specializes in helping companies create powerful lead-to-revenue machines to turn around their stalled or underperforming marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally. The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants. To find out more, visit http://www.fusionmarketingpartners.com
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