I recently came across an interesting post by Vince Koehler of Sales Benchmark Index, a Georgia-based sales and marketing consultancy focused on sales effectiveness. I recommend subscribing to their blog. The topic of Marketing automation is growing in popularity because of the increased pressure on marketers to show Marketing ROI. Marketing has become more complex with the need for faster sales velocity, better insight into campaigns, and the flexibility to adjust marketing budgets on the fly.
I know, why is a PR Pro like myself writing about marketing automation? In a former life, I did a stint as a marketing operations manager. But more importantly, PR and all marketing activities must foster engagement with identifiable communities and generate leads. I take a holistic viewpoint in my PR practice and recognize the need for process integration and metrics. We must always define and measure success. Continue reading →
Learn how process automation and other techniques address the popular analogy: “Marketing is from Venus, and Sales is from Mars”
One of the most pressing issues for marketing and sales executives is how to align their Marketing and Sales departments. Winning companies are experiencing top line revenue growth and faster sales velocity within their pipelines – deals are closing faster. According to a 2011 research study by the Aberdeen Group, “best-in-class” companies exhibiting Marketing and Sales alignment showed an astounding 31.6% average year-over-year annual revenue growth versus a 6.7% average decrease in revenues for “laggard” organizations. Top companies display a number of key attributes: process and message alignment, common lead definitions, marketing-to-sales cycle unity, and shared Key Performance Indicators (KPIs).
For the vast majority of companies there is a long-standing departmental disconnect commonly described as: “Marketing is from Venus, and Sales is from Mars.” What are the reasons for this? For one, Marketing sees the world with broader brush strokes, generally at the market segment level. Sales want to focus on the individual customer value proposition. Branding and awareness building campaigns are customary functions for Marketers and have longer time horizons, compared to the short-term quarterly quotas of Sales. Continue reading →
Welcome to my first post. I hope this blog inspires, engages, and creates a journey of personal discovery and Kaizen – a Japanese philosophy of “continuous improvement.”
I believe that marketing is part art and science, reflecting creativity and the need to deliver desired results. This blog will focus on a wide variety of topics, indicative of the wide domain and skill sets of my fellow marketers. Areas of interest include marketing automation, branding, inbound marketing, social media, search, blogs, sales alignment, content marketing, and digital marketing. I know it’s a long list!
So why another blog on B2B marketing? Irving Frydman is a marketing communications professional with more than 20 years of experience in corporate marketing. At times, called the “branding guy,” “the PR guy,” or simply “marketing.” I’ve watched marketing evolve into a science, with more sophisticated analysis and the tools to drive accountability across the marketing organization. As a former marketing operations manager, I can add the “Marketing ROI” perspective for my readers.
Continue reading →