In the ever-evolving B2B landscape, sales and marketing are experiencing a transformation in their dynamics. Sales cycles are extending, and the buying committee is expanding, presenting us with a unique challenge. How can we bridge the gap between sales and marketing to gain a deeper understanding of what truly piques the interest of our most important accounts?
The Missing Pieces Puzzle
Does your salespeople often believe they have a solid understanding of the key decision makers in a deal? That might be the case, but Gartner, a trusted source of insights, has revealed that they might only be scratching the surface. Sales representatives can identify only about 30% of the total buying committee, potentially missing out on 15, 20, or even 30 other significant contributors to the decision making process.
It’s simpler than you might think: harness the power of the data you already possess and unite the forces of sales and marketing. In this digital age, provide sales with info regarding view of who from a particular company is visiting our website. What’s fascinating is that sales might only be engaging with a small fraction of these visitors.
The Total Engagement Insights
This valuable insight is a crucial piece in the puzzle of understanding an account’s total engagement. It opens the door for sales and marketing teams to collaborate, capitalizing on their respective strengths to uncover what truly catch the interest of the entire buying committee. This strategic alliance can revolutionize the way companies approach sales in the modern B2B landscape.
Imagine the potential: sales and marketing, working hand in hand, are now equipped to obtain a better picture of what our most important accounts are genuinely interested in. This newfound understanding allows us to tailor our approach and content to the specific preferences and needs of each account, thus enhancing the overall engagement and relevance of our interactions.
The irony in all of this is that many companies already possess this invaluable data. However, in the hustle and bustle of day-to-day operations, it often remains untapped. We encourage you to give it a try, break down the silos between sales and marketing, and harness this data together to unlock a richer understanding of your most important accounts.
Start Working Together
In conclusion, the synergy between marketing and sales is the key to unlocking the door to understanding our most important accounts at a deeper level. By leveraging the data at our disposal and focusing on the broader buying committee, we can significantly enhance our engagement and influence in the B2B world. So, let’s bridge the gap between sales and marketing, unlock hidden potential, and embrace this new era of B2B success. We’d love to hear about your experiences and feedback as you implement this tip in your organization. Together, we can take a giant leap toward understanding our most important accounts and getting closer to sales in today’s complex business landscape.
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