This is the second post I promised Arianna Huffington @ariannahuff after we bantered back and forth during a conference in Washington D.C.
The B2B Marketing to Sales Flying Trapeze
Under the Big Top of the corporate circus the most breathtaking act is the Marketing to Sales Flying Trapeze. First, Marketing and Sales get on their swings and begin to rock. While Marketing is building momentum through various advertising channels, Sales builds momentum through product knowledge training. When they get in sync, close enough, the act can begin.
As a potential customer stands on the platform, Marketing swings close enough to grab them, if only for a minute, so they can swing closer to Sales. With planning and instinct Marketing let’s the customer go flying towards Sales…now here’s where it gets interesting. We must consider the dynamic of human interaction.
In today’s eCommerce digital world a B2C marketer can find, attract, nurture, lead and close the customer without any human interaction. With shopping cart abandonment we can even catch those who have fallen from the trapeze into the net and bring them back into the sales funnel.
In the B2B world Sales takes the leads and swings them onto the platform of a closed sale. With the dynamic of human interaction the number of possibilities is endless. A phrase, a look, an email just about anything can make the Sales funnel sticky or slick.
But, in the B2B world you want your Sales team to get to that personal human interaction as quickly as possible. The ease and speed of the sale will be directly proportional to the amount of informative and motivational materials Marketing can get in front of the prospect.
The Marketing to Sales Flying Trapeze is getting more sophisticated with tools like Salesforce.com, lead scoring and lead nurturing. Marketing can track and retarget, Sales can resurrect cold leads and ask for referrals from existing clients.
Circus performers on the flying trapeze don’t climb to the apex of the Big Top without first practicing. Marketing and Sales must communicate every step of the way. I’ve always made it a point to carry potential clients throughout the process, taking on the role of the salesperson. I believe this provides greater insight into the type of tools and collateral materials the sales teams will need to overcome objections and close the sale.
To use another analogy – the Sales people are the gunslingers, Marketing supplies the horses, the saddles and the bullets.