Monday, January 12, 2009
Marketing Consolidation is focusing on what works
If you follow my blog then this is not a news flash. Focusing on what works is more important as ever. You must optimize the best way to take your contacts to customers, and map this into a practical plan.
This process needs to be defined as a work flow that allows marketing and sales to work together as one unified team. Better communication, insightful reporting, and rapid delivery of highly qualified leads is a direct result of setting up a process to consolidate your marketing and sales efforts.
I like to think of interactions with prospects in two distinct ways: passive touches and active touches. It is marketing's job to nurture qualified leads to sales through a series of sophisticated passive touches. It is then the salespeople's job to become actively involved, continuing the conversation marketing has set-forth.