Most B2B sales and marketing teams typically function in a “serial,” or linear manner. Marketing engages prospective buyers early in their purchase journey, qualifying their readiness and fit for sales rep engagement through digital “content nurturing.” Once those leads have been designated “marketing qualified,” individual sellers take over, pursuing those leads through in-person or virtual interactions. In the middle is the “handoff,” where marketing passes the baton to sales, and online customer engagement gives way to in-person customer engagement.
Traditional B2B Sales and Marketing Are Becoming Obsolete
How one company created a “universal commercial engine” to replace both divisions.
February 01, 2022
Henrik Sorensen/Getty Images
Summary.
Long the elusive objective of virtually every B2B commercial team, the time for sales and marketing “integration,” has passed. Instead, the most progressive B2B commercial organizations are completely reconfiguring commercial operations to better address today’s deep misalignment between how suppliers sell and how buyers buy.
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.