Chart: Marketing and Sales Ownership
In the chart above, you will see on the y axis that the marketing team has primary responsibility and ownership of the first two buyer steps located on the x axis. But you will also notice the word scale in the chart on the left. Marketing can cast a wider net than sales, albeit, it’s not as precisely relevant as it is on the right. The messages are more generalized because the provider is helping the buyer do their research and knows little about the specific needs of the buyer. On the far right, you will see more relevance. This is because the sales person, account manager, specialist and customer service personnel know much more about the buyer than when the buyer was a “researcher” of possible solutions. As the buyer moves to steps three and four, all communication should be extremely relevant based on the provider’s constant gathering of buyer knowledge and business planning.
Now that we have discussed how sales and marketing should share revenue accountability, we are now going to step through each of the four steps of our buying process; Research, Tryoritize, Buy and Optimize. It may be difficult for marketing teams to change their mindset and see its value in a different way going forward.
Marketing will help the buyer by assisting them to get informed about their decisions through research, prioritizing and trying the offering. In addition, marketing turns the relationship management over to sales after a buyer is Ready-to-Buy. Marketing helps deliver the content that helps the buyer choose. Finally, marketing must dovetail with sales to assist the buyer in optimizing the decision they have made to choose that provider for the long-term. This enables the provider to reach their own internal goal of extending that buyer relationship to create more efficient revenue.
In our process, marketing is always a participant in helping the buyer. Marketing must continue to do is support the sales team with the right content, knowledge access and partnerships to impact the buyer’s decision. Marketing must stand at the ready to give sales the arguments and tools they need to help the buyer choose that provider. We will break that down more in during the Buy Step and the Optimize Step.
Finally, marketing must take the title of Buyer-Learner. Not only how they behave during the Research and Tryoritize steps, but how they Buy and Optimize. By seeing the complete picture and being involved throughout, marketing can connect the dots for future buyers.
If marketing does a poor job in steps one and...