Marketing guru Seth Godin once said, “Marketing is no longer about the stuff that you make, but the stories you tell.” At XChange Solution Provider 2018, Jeremy MacBean, director of marketing and communications at IT Weapons, explained why that statement holds more relevancy today than ever before.
“So, I’m a marketing guy and apparently only 23 percent of you people think that people like me add real value to the organization,” said MacBean during the Orlando, Fla., conference, responding to new research by The Channel Company, which finds just 23 percent of sales solution provider executives view marketing as extremely important. The research highlights a widening gap between marketing and sales teams at organizations.
“People are purchasing in ways that were not the same 20 years ago,” said MacBean, who suggested companies put forward a bonus structure tied to common goals that could motivate sales and marketing teams to work together.
Research by Google and CEB add to MacBean’s claim that marketing and sales are more successful when they’re aligned. The companies find that over 60 percent of the sales cycle is complete before a prospect engages a sales representative. For that reason, MacBean said it’s critical companies follow consumers at all stages of the buyer's journey.
“Telemarketing, events, cold-call sales and print brochures are all old-school method,” said MacBean, who suggests companies track website visits to better understand what stage of the buye'r’ journey their prospects are in.
“Don’t just ask for a meeting. Share a blog article, share a white paper or an e-book when you email a prospect. Do a little marketing,” he said.