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Why You Have a Bad Relationship with Sales—and What to Do About It

Posted on September 18, 2014 by Glenn Gow

“How is your relationship with Sales?” That is the question that Peter Isaacson, CMO of B2B marketing technology company Demandbase, posed to some of the 400 digital marketers at a recent GE marketing summit. Virtually every one of them responded that their unit experienced difficulty getting Marketing and Sales on the same page.

The epidemic misalignment between Marketing and Sales can be solved, Peter professes, by developing marketing solutions focused on accounts rather than individuals. But this is just one of several change management problems that B2B Marketing professionals face in this emerging “Golden Age” of marketing technology.  Learn what to do about 3 of them in this Moneyball for Marketing podcast:

  1. Relationship Therapy: Peter describes the exact process Demandbase used to transform their marketing solutions focus from a volume of individual leads to a targeted group of the 1500 most convertible accounts. The process, which Peter said was “like a therapy session,” led to enormous improvement in the relationship between Marketing and Sales, and has “paid dividends” in performance results.
  2. New Technology, Old Problems: Despite a strong commitment to marketing technology, training and change management, statistics Peter shares demonstrate that most marketers are still struggling with successful implementation of these marketing solutions. Peter applies some facts and figures to these overwhelming problems facing B2B Marketers.
  3. IT is Getting Hot in Here: “The fundamental transition” of B2B marketing continues to be the shift in marketing technology from a status of “early adoption” to “must have” technology. More often than not, marketing solutions will be in the cloud, says Peter, and explains how that changes the relationship between Marketing and IT departments.

Peter Isaacson is the CMO of Demandbase, a B2B marketing technology company focused on advertising and website personalization.  Demandbase makes it possible for businesses to deliver personalized ads to people at specific companies across the web and tailor the messages on their website to engage and convert these companies to customers. At Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing.  
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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