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For both B2B and healthcare marketers, lead generation must be a multi-channel effort. Smart cross-channel marketing campaigns play to the strengths of each platform and then bring various tactics together to deliver one unified, cohesive message. Do you want to get smarter about cross-channel optimization? Consider how these two popular marketing tools can be amplified […]

Marketing can accomplish many things, from increasing brand recognition,to conveying company’s values. But in the end, marketing is measured chiefly by its impact on sales. It can be difficult to prove marketing ROI, but some companies are ahead of the curve. Take a look at these superstar campaigns that draw a direct line connection between […]

According to a study by Corporate Visions, only one in 10 companies consider their sales training and demand generation functions to be perfectly aligned. This is a startling problem, and it’s more than just revenue that gets lost. Lead conversion suffers 61% of B2B marketers send all leads directly to sales. However, at the average […]

When marketing and sales align, revenue grows and the pipeline moves more smoothly. Just ask the sales team at Kapost: when they get a request from a lead for more information, they send it down the line to the marketing team, who looks through their resources to see if they have any literature that addresses […]

All month, we’ve been discussing the importance of prioritizing communication between sales and marketing. The two departments can also collaborate on the development of reports for management, and they should. Marketing and sales share a common goal Ultimately, both marketing and sales are working to convert leads to clients and sales. You work to create […]

Sales and marketing alignment sounds great in theory, but what about in practice? Is it really achievable in the real world? To answer that question, let’s take a look at some of our recent work with our client, the Sparton Corporation. A $400 million provider of design, engineering and contract manufacturing services, Sparton’s work involves […]

Now that we’ve covered how sales and marketing can and should align, as well as explored how marketing tactics impact sales (and vice versa), it’s time for a more concrete discussion about how to align sales and marketing: not in theory, but in the real world, at your company. At its core, aligning the two […]

We’ve already discussed how sales and marketing impact each other from a broad perspective, but what does their relationship look like on a day-to-day basis? For today’s marketers, it’s essential to be able to communicate marketing goals and strategy to the sales department, but it’s also crucial to understand how daily marketing tactics influence what’s […]

Marketing and sales managers need to work together to streamline communication between their departments. To improve communication at your organization, try pairing modern tech tools, such as a CRM program, with the more traditional approach of in-person meetings. Each tool has unique benefits: CRM Integration Your organization can use a CRM program to manage leads […]

Marketers need to keep track of many metrics, some of which relate directly to sales department success. In order to improve communication and collaboration between sales and marketing at your organization, it’s important to track these metrics: Marketing Metric #1: Lead Source In today’s multi-touch marketing environment, new leads can often be attributed to multiple […]