When, Adam, Hugo and I started writing our new book “SMarketing” which is available from Amazon on the 3rd October we spent time re-looking at the marketing and sales process.
Classic process is that marketing create leads and then hand them to sales, who then say they are rubbish. So sales go off and create their own. Then if you are lucky, some sort of qualification process is put in place in the marketing handoff.
Either way there is a handoff or often worse there is a massive gap between the two departments.
The thing is, that with the advent of the internet sales and marketing is changing. And it has to as people are buying differently.
Traditionally marketing was involved in brand and lead generation, now with the advent of social selling and employee advocacy sales and HR are in control of the brand and sales is control of the lead generation. Which is why we are advocating a merger of the two departments.
That’s all very well but there are too many books that talk about a “why” but not a “How”. In my book “Social Selling – techniques to influence buyers and changemakers” I wrote a handbook on how to social sell. With Smarketing, we have done the same and written a book on how to create a Smarketing environment within your business.
The Book Structure
The book opens with an Introduction to the current state of sales and marketing as we see it. From the macro issues that are driving digital transformation to the micro issues in the way that the internet has totally changed the way we buy.
We then embark on two chapters that look at why sales and marketing isn’t currently working, building up to the main meat of the book which explains how to implement a Smarketing program
When we say implement this is real “nuts and bolts” stuff and we take you through the actual steps if you are a leader or a person on the “shop floor” that will be doing the work.
We include, diagrams, questions to ask yourself and your colleagues (as you travel on your Smarketing journey) as well as creating an on-line community for you to ask questions of. We couldn’t write a book without social media being involved, could we?
It wouldn’t be right not to set out a chapter on where things can go wrong. You are going to be part of a change program and people won’t want to change. You need to be equipped with what issues you will face and how to deal with them.
There is a chapter on the tools you might like to look at to support your program and we look at intent data as well as other supporting tools.
The final chapter before the conclusion is on how to start your own Account Based Marketing (ABM) program. Pretty much a whistle stop tour, but it will equip you with the processes to make your ABM program a success.
In the conclusion we take you through where we see Smarketing and Marketing will be in the future.
All written in a work book style that you will want to get “off the shelf” time and time again. Note there is a Kindle version, as there is any electronic version you might want, it’s just it’s easier to get a book off the shelf. In my humble opinion.
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