Chapter 9. Marketing-Enabled Sales
Now that the sales force decisions are made, marketing needs to focus on how to best enable sales. This is a step that is frequently forgotten. Once we have a sales force and a presentation, we send the sales reps out to the market to sell and then are disappointed when sales cycles are longer than anticipated, win rates aren’t as high as expected, and prices are lower than planned for. What went wrong?
Salespeople are not marketing people. Salespeople need marketing tools to support the process of selling (see Table 9-1).
Table 9-1. The sales process and marketing needs
Marketing Tools to Support the Sales ...
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