2D Sales Drawings
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Why Alignment is Now Imperative?
As an industrial supplier (manufacturer or distributor) aligning your marketing and sales has always been important for business growth but the transformation of buyer behavior in this now digital world has made it imperative.
Those are just a few of the significant buyer behavior changes we all need to adapt to and align with. We’ve written about sales and marketing alignment before, see Why Industrial B2B Sales and Marketing Need Closer Alignment, and the process we outlined then still applies. However, inspired by the Vengreso podcast below we decided to revisit the topic and update our recommendations and conclusions. Please listen to their marketing and sales alignment podcast for yourself – it’s an interview with the head of sales and the head of marketing at Kadant Johnson, a manufacturer of mechanical rotary joints that connect machines and piping.
“Buyers are Better at Buying than Sellers are at Selling!”
That’s a challenging quote – Buyers, like everyone else are busier, more time-crunched and using technology to do more in less time. If they can quickly research online, select and buy without talking to a salesperson they do. Ask yourself these rhetorical questions:
1. Close alignment between sales and marketing is essential to successful digital marketing. Not necessarily in one department but certtainly close enough to feel like ‘one container’.
2. See the links and suggested process in our earlier sales and marketing alignment blog, Why Industrial B2B Sales and Marketing Need Closer Alignment and consider the following additional thoughts:
3. Social media needs to part of your digital marketing, leveraging it so your company and people get found and contacted and when prospects meet your people they are impressed. Make sure your profiles are resources not just resumes! But Social media is just one of many components that can support your digital marketing, for example, see The Coming Impact of IIoT on Industrial Sales and Marketing.
If you have any questions please ask them by leaving a comment below (or click to ask a question) and, as always, if anything isn’t clear or thorough enough please call us.