The formula we use to re-engineer the sales process is to reverse positions and have marketing lead with demand generation, account identification, customer intelligence, and qualifying the prospect well before the sales team starts any type of engagement.
Once marketing separates its functions based on how it supports sales, we’re better able to implement Account-Based Marketing (ABM) strategies so that sales focuses more on closing deals instead of performing all of the other activities in the pipeline from generating and qualifying leads to engaging with prospects.
Sales teams usually take the charge for driving revenues at their companies, and rarely does marketing ever get charged with being a profit driver.
If you’ve ever experienced friction between members of a sales team and a marketing team, it can get ugly! That’s because sales and marketing teams often work independent of each other and do not typically share KPIs and metrics for success.