Sales People are from Mars or Maybe the

Zombie Apocalypse

#BtoBPOV

It’s a self-image thing.

#BtoBPOV

How Sales Sees Itself

#BtoBPOV

How Marketing &

Communications

Sees Itself

#BtoBPOV

How Sales Sees Marketing &

Communications

#BtoBPOV

How Marketing &

Communications Sees Sales

#BtoBPOV

How Sales Sees Product Development

#BtoBPOV

How Product Development Sees Sales

#BtoBPOV

How Sales Sees Shipping and Installation

#BtoBPOV

How Shipping and Installation & Installation Sees Sales

#BtoBPOV

How Sales Sees Customer Service

#BtoBPOV

How Customer Service Sees Sales

#BtoBPOV

How Sales Thinks Marketing &

Communications Sees Sales

#BtoBPOV

How Sales Thinks Product Development Sees Sales

#BtoBPOV

How Sales Thinks Installation Sees Sales

#BtoBPOV

How Sales Thinks Customer Service Sees Sales

#BtoBPOV

How Marketing & Communications Thinks

Sales Views Marketing & Communications

#BtoBPOV

How We Ought to View Sales

Goal-oriented Risk-tolerant Not afraid of no

#BtoBPOV

Unfortunate Reality #1

Sales is coin-operated.

#BtoBPOV

Unfortunate Reality #2

Your content and social

isn’t useful (until it is).

Source: LinkedIn

85% don’t use

marketing content

90% of sales people say

they can’t find relevant

content

#BtoBPOV

Unfortunate Reality #3

Your leads are crap.

87% of sales people think they do a good job

following up on leads from marketing

Source: hubspot #BtoBPOV

64% of marketing people think sales does a

good job following up on leads from

marketing

59% of marketers have no formal

agreement with sales, re roles and

responsiblites

Unfortunate Reality #4 Marketers don’t

always know who

they’re marketing to.

Source: hubspot

41% of marketers don’t’ use

personas at all

5% of marketers believe they

pass quality leads to sales

6% of sales people believe they

get quality leads from

marketing

#BtoBPOV

Unfortunate Reality #5

Marketing is having the

first conversation with the

customer.

#BtoBPOV

Unfortunate Reality #6

You need to make this whole thing work anyway.

#BtoBPOV

Things to Ponder

• Is a little tension a good thing?

• Do we need a pre-nuptial agreement? SLAs? Lead definitions? Common

tools? Shared analytics? L2R (lead-to-revenue) frameworks?

• Does marketing still need to market marketing to sales?

• Are Canadian subs of foreign companies more or less prone to strife?

• Is Account Based Marketing going to save us all?

• How about predictive analytics?

• How do we bridge the gap?

#BtoBPOV

Thank You

#BtoBPOV

Elizabeth Williams

Tweets @bizmkter

Rants @ BizMarketer.org

Emails @ ewilliams@candlerchase.com

Talks on the phone @ 647-921-4489

#BtoBPOV