That darn Internet changed everything. It not only changed where people go to shop, but more importantly how customers make purchasing decisions.
According to the Corporate Executive Board Marketing Leadership Council, the average B2B customer has already gone through 60 percent of the purchase decision-making process before engaging a sales representative.
Gone are the days of an uninformed consumer. With readily available information at consumers’ fingertips, leads are actively qualifying vendors and comparing products before they’re on your radar. That’s why the role of marketing and your digital brand is increasingly becoming a more integral part of the sales process.
As such, it’s vital for sales departments and the cool guys in marketing to not just co-exist, but to gain alignment in messaging, tactics and process.
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