One of Marketing’s key jobs is to help Sales sell. But companies, and therefore marketers, have different attitudes and approaches to where marketing ends, and sales enablement begins. I’ve written before about providing Sales with a toolkit. I believe marketers in organizations that lack a sales enablement function may need to take a few extra …
Continue reading “Marketers: Are you enabling your sellers?”
Many years ago, I came home one evening muttering about a salesperson I worked with. My life partner let me vent for a few minutes, and then, after I calmed down, said, “Honey, you do realize that marketing is just sales with better grammar.” I laughed out loud. While that sentence is not exactly true, …
Continue reading “Keeping the peace between Marketing and Sales”
Where content marketing begins The Marketing Department is where content marketing begins to take root, typically. As it grows, content adds natural allies step by step on its way up the organization. It’s best to view content as an evolutionary process, as the infographic above shows. How content marketing begins to thrive One big job, early …
Advertising trained people to think ‘Campaign first.’ Some companies find it nearly impossible to break the campaign habit. So they resist any move towards content marketing. But almost 9 out of 10 marketers apply content marketing today. Others are striving to catch up. To succeed, first marketers have to prove that content marketing can be …
This is one of the Top 100 Questions that marketers asked in my Fast-Forward Your Content Marketing workshops. Here are 5 ideas on how to build buy-in and internal momentum for your content marketing program. 5 Ideas to Build Internal Buy-In for Content Marketing 1. Build a big tent. Content marketing takes more than the Marketing Department …
How to sell the value of content marketing to Sales? A marketer asked in a recent workshop: “How do you sell the value of content marketing to Sales? When they don’t see a direct correlation to a sale?” Here are 10 proven ways that content marketing can help generate sales and revenues. Each will help …