Marketing & Sales: Why Marketing Comes First
April 19th, 2019
by Josh Janowiak
Marketing & Sales: Why Marketing Comes First
The silos between sales and marketing are legendary. If you’ve ever worked for an organization where the two departments live together in peace and harmony; consider your company a unicorn! It’s more common to hear how marketing folks think sales is comprised of a bunch of lazy divas and how sales folks think marketing is a bunch of creatives who make branded coffee cups and T-shirts (and don’t generate any real value). The evolution of marketing- the digital transformation of marketing – makes it possible to qualify and quantify marketing’s value and enforce the rules by which sales engages with potential customers. But only if you put the right processes and systems in place.
Today we’ll be sharing insights on how the emerging field of marketing operations and the transition to “self-educating buyers” has changed the sales and marketing dynamic to one of the interwoven dependencies, with marketing coming first. From inbound strategies to a demand generation waterfall, to the necessary elements in a service level agreement between sales and marketing, we’ll offer up helpful tools to start breaking down silos and creating a path to marketing and sales nirvana.
- Marketing Operations
- Bridging the Gap of Marketing & Sales
- Traditional & Digital Marketing
- Quantitative & Qualitative Data
1 Bold Step
There is a gap between old marketing and new, and a general misunderstanding of the evolving role of marketing. It’s no longer just about the creative, but also the analytical, technical, and perhaps most importantly, the data. There’s the traditional marketing mix of product, price, place, and promotion (The 4 P’s), and supporting marketing mediums like print, mail, billboard, sponsor, and mass email. And then there’s the new mix of product, price, place, promotion, people, process and physical evidence (The 7 P’s), and new marketing mediums like inbound content strategies/blogs, personalization, social, predictive analytics, data-driven decisions, etc. Marketing personnel seem to be either traditional or digital, and rarely able to deliver both old and new or to step back and make sure that the organization is doing the right mix of both. That’s where we step in and bridge the gap.
CEO & Co-Founder of 1 Bold Step
Jen is a catalyst that loves to make everything she touches somehow better, faster, and more efficient. And while her career choices may seem unrelated, the thread that ties them together is that she brought order, process, growth and scale to every organization she’s worked with. From creating some of the first hosted e-commerce solutions at Pandesic (an IntelSAP venture), to working with The HON Company, Konica Minolta, Safety-Kleen, Adtegrity, USXchange, Mindpepper, and others to bring process and marketing ROI, to serving as executive director for Susan G. Komen Michigan, and most recently, scaling growth as the president of SalesPad, Jen brings clarity to the complex and builds trust-based teams that keep companies moving forward. In her current role at 1 Bold Step, she is helping companies and organizations organize, optimize, and grow.
President & Co-Founder of 1 Bold Step
Adam learned early in his career that he has a knack for partnering with people to make their jobs easier and more efficient. He does this through empathic problem-solving, creative idea generation, solid project management skills, and by creating systems and processes that scale.
This passion for helping people, combined with his marketing background, has brought him to partner with companies like Haworth, AOP, Honeywell, Kendall Electric, Cascade Engineering, and Byrne Electrical to help them build and scale some of their most complex software applications. From customer relationship management (CRM) and marketing automation to e-commerce, inventory management, and proprietary content management systems, he has worked with myriad customers to envision, plan, and deliver. Working with different clients in numerous industries has given him a breadth of business experiences and sharpened his focus on how companies best go-to-market, deliver great user experiences and prove return on investment.
Adam has a Bachelor’s degree in marketing and business administration from Grand Valley State University’s Seidman College of Business. In his current role as President at 1 Bold Step, he’ll tackle everything from marketing strategy and planning, to marketing automation implementation, CRM integration, staff management, and campaign execution.
Podcast Show Notes
1 Bold Step’s presentation slides are posted in their entirety and do a great job of walking you through the podcast discussion and West Michigan AMA lunch presentation.
Here are few slides to give you a taste of what’s included in the presentation and discussed in the podcast:
Links & Resources
Leaders Eat Last
Leaders Eat Last is for those who want to feel they and their work matter and for those who want to inspire others to feel the same. In his work with organizations around the world, Simon Sinek noticed that some teams trust each other so deeply that they would literally put their lives on the line for each other. Other teams, no matter what incentives are offered, are doomed to infighting, fragmentation and failure. Why?
The answer became clear during a conversation with a Marine Corps general. “Officers eat last,” he said. Simon watched as the most junior Marines ate first while the most senior Marines took their place at the back of the line. What’s symbolic in the chow hall is deadly serious on the battlefield: Great leaders sacrifice their own comfort–even their own survival–for the good of those in their care.
Radical Candor: Be a Kickass Boss Without Losing Your Humanity by Kim Scott, published by St. Martin’s Press. Radical Candor is available wherever you get books as a hardcover, ebook, and audiobook narrated by the author.
Radical Candor™ is the ability to Challenge Directly and show you Care Personally at the same time. Radical Candor will help you and all the people you work with do the best work of your lives and build the best relationships of your career.
Radical Candor really just means saying what you think while also giving a damn about the person you’re saying it to. Why is it so rare that such a simple thing feels radical?
The Five Dysfunctions Of A Team
The Five Dysfunctions of a Team outlines the root causes of politics and dysfunction on the teams where you work, and the keys to overcoming them. Counter to conventional wisdom, the causes of dysfunction are both identifiable and curable. However, they don’t die easily. Making a team functional and cohesive requires levels of courage and discipline that many groups cannot seem to muster..
They Ask You Answer
They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal: the Internet. Content marketing is no longer about keyword-stuffing and link-building; in fact, using those tactics today gets your page shuffled to the bottom of the heap. Quality content is the key to success, and you already have the ingredients in-house. This book shows you how to structure an effective content strategy using the same proven principles that have revolutionized marketing for all types of businesses, across industries.
Marketing, sales, and service software that helps your business grow without compromise. Because “good for the business” should also mean “good for the customer.”
Moz was founded by Rand Fishkin and Gillian Muessig in 2004. It was called SEOmoz, and started as a blog and an online community where some of the world’s first SEO experts shared their research and ideas. We launched the Beginner’s Guide to SEO and our first Search Ranking Factors study, and that hub of industry expertise transformed into a small consulting firm and led us to create some of our first SEO tools.