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Sell Sell Sell – It is all about Sales – Automated Nurturing #4

Posted April 21, 2009
All this Marketing Automation and we still need to sell? How dull. Yes, it is all about revenue. Not about really cool messages, not about lead volume, not about even qualified leads, it is all about revenue. If Marketing is truly to usurp the power base of sales, the way Prosultative selling predicts, then Marketing has to understand this key point. Any marketer that tries to claim success by ever mentioning the number of leads they have created without being able to track how much revenue they delivered just handed the power back to sales. If marketing can prove what they do actually delivers revenue then the power base shifts. People don’t want to talk about this so I see the political elephant in the room getting larger and leaving its unique smell and presents there for all to enjoy. There’s an elephant. Here it is.

Someone is going to own this prosultative process. It used to be sales because the revenue was easily seen to be associated with them. If marketing is to take control of the process, they must prove the work they are doing is directly responsible for the revenue. Sales becomes a closing machine for marketing, into a lead generation department for sales. Prosultative selling becomes the future of B2B sales. Why is no-one telling you this? Well sales aren’t sharing as they don’t want to lose their power base. Marketing doesn’t have the data to prove this and so it just goes unsaid.

Marketbright delivers the integration for sales and marketing to work together and see every aspect of the sales and marketing process and understand the ROI. Who wins this battle is down to you, that it is happening is irrefutable.

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