Who owns Lead Generation in your organization? Do you have sales people sitting at their desks waiting for Marketing to generate leads? Do you have Marketing people spending their time working on ideas that look great but won't catch the clients eye? Or do you have a team that bounces ideas and feedback back and forth: Strategize - Execute - Measure - Adjust...
In the old model - Marketing spent their energy creating and developing content - they made a movie... Marketing wrote the script, designed the costumes, decorated the sets, ran the ad campaign, product launch and media blitz. The I's were dotted and the T's crossed - and then it was handed off to sales.
Sales people handed out flyers, gave out candy, popcorn and soda. They showed prospects where to sit, made them feel good while the watched the movie: F&B ( The Features and Benefits of _______ ) - and when it was over they tried to sell tickets, DVD's, t-shirts and memorabilia.
In the new model - Sophisticated prospects are not interested in going to a stadium to watch YOUR F&B film. This is the age of Personalization. That means that every salesperson has to develop and maintain their brand - and every marketing person has to put the clients needs ahead of the corporate goals.
Think about your own world. Do you ask for something special your burger, do you prefer Coke or Pepsi, do you like the generic Microsoft desktop? Or, do like to customize your desktop with Red Sox stats, local weather alerts, and a personalized Yahoo home page.
Successful Strategic Marketing and Sales Teams now work together. Together they develop flexible tools that provide a framework for everyone in the organization to use to communicate something of value to the prospect/client. They develop Integrated Marketing Communications Programs that include Social Media ( Blogs, Tweets, Facebook , LinkedIn ) and traditional Marcomm Programs ( Research, Lit Fulfillment, Promotional Products ).
MOST IMPORTANTLY - they develop content that brings value to the client and solves the clients needs. Working together - Sales and Marketing leaders can be a powerful combination that equals success. Success for the client and for the Company....