“Marketing has no idea what our customers want. They don’t understand what it takes to close a deal, and the leads they send us aren’t worth our time.”
“Sales is just lazy. If they were willing to follow up on leads, they’d hit the company revenue targets. They just make up these unreasonable customer demands as an excuse.”
Sound familiar? In so many organizations, sales and marketing groups have somehow lost sight of their common goal: increase revenue — and profit — for the company (and in turn themselves). In most cases marketing clearly owns the top of the funnel focusing on brand awareness, lead generation, education, and some lead nurturing. Sales generally takes solid ownership of the bottom of the funnel with direct communication to prospects, site visits, product demonstrations, and of course closing deals. So where is the hand-off? It is debate, disagreement, and MISALIGNMENT around that very question that breeds problems and steals effectiveness from a company’s revenue generating groups.
Access Marketing Company zeros in on the middle of your customer funnel to align sales and marketing in that perennial area of friction — bringing measurement and data to the various tactics used in the funnel and moving your organization from opinions, to decisions that make your existing teams more effective.
Don’t yet have the top and bottom of your funnel dialed in just yet? We can help you there too. Take a look at our menu of services from which we can build you a top-to-bottom program to meet your business goals.
