prospects and customers3.
So when it comes to Sales vs.
Marketing, are you a traditionalist
that believes basic human nature
remains the same, the rivalry
continues, and only the tools have
changed? Or are you a digital advocate who is certain that changes
to the tools are so radical that the
old sales and marketing relationship is gone forever?
Either way, everyone agrees that
the most fundamental tools have
changed, starting with one of sales
and marketing’s most basic—The
Sales Funnel. Although the sales
funnel may not be completely dead,
there’s no doubt the old “numbers
game” approach to marketing
(cramming as many leads into the
funnel as possible in hopes that
more deals will come out) is over.
Even though there has not been a
consensus as to what the new sales
funnel should look like, all the experts agree the sales process is now
driven by buying patterns that have
The Corporate Executive Board
survey of 1,900 B2B companies
found that customers will contact a
sales rep only after independently
completing 60% of the purchasing
decision process4. Forrester warns
it might actually be anywhere
from two-thirds to 90% of the way
through their journey before a
buyer reaches out to a vendor5.
Today physicians obviously have
independent access to a lot of information without a sales person’s
help. They research and often make
decisions without assistance, which
means inbound marketing is key6.
The New Role of Marketing
According to Adobe’s Digital Road-
TOPIC HIGHLIGHT block, 64% of marketers surveyed
expected their role to change in the
next year. And while 40% said they
wanted to reinvent their role as a
marketer, only 14% felt they knew
how. It’s not just the pace of change
that alters the roles of marketers:
73% cited the expanded number of
channels and platforms needed to
reach audiences as drivers requir-
ing new skills to adopt and new
things to learn7.
Is it possible that even the Four
Ps of marketing have changed?
Brian Fetherstonhaugh of Ogilvy
One has spoken and written about
how marketing is no longer about
Product, Place, Price and Promotion but about Experience, Everyplace, Exchange and Evangelism8.
Experience: Discover and map out
the full Customer Journey on your
Everyplace: Develop and master
your knowledge of new media.
Exchange: Appreciate the value of
things, not just the cost.
Evangelism: Inspire your customers and your employees. Find the
emotion in your brand.
Turning Rivals into a
Aligning marketing with sales can
significantly improve an organization’s revenue by streamlining the
decision path. According to the
CMO Council, 38% of CMOs say
that aligning and integrating sales
and marketing is a top priority this
year. But, only 30% have a clear
process or program to make this
priority a reality9.
• 53.4% of respondents said their
company has no formal process for
generating, clarifying and validat-
• Business acquisition experts esti-
mate that 80% of leads are typically
lost or ignored
When marketing and sales teams
are aligned to the same goals, the
number of quality leads increases
and ultimately revenue goes up.
Marketing and sales teams need to
speak the same language by creat-
ing a shared terminology.
Teams must also agree on handoff
points by identifying the stages
of a lead and the point at which a
lead should be passed to sales. That
agreement should include the creation of a closed loop process that
allows sales to push leads back to
marketing for ongoing educational
programs, apps and other helpful
Create Same Side Selling
Overall, the answer is to recognize
that marketing and sales bring different strengths to revenue growth,
and to find ways to get the best out
of each function with a coordinated and efficient process.
• Talk about everything you do
from the customer’s perspective
• Nobody cares how many offices
you have or people you employ.
What they care about is whether
or not you understand their situation and have the potential to help
• Engage all your HCP-facing
team members in building a list
of the problems HCPs rely on you
to solve. Build your sales content
from that list
• Become masters at creating useful content
• Stop thinking that marketing and
sales are different
Companies with a strong sales
and marketing alignment achieve
a 20% annual growth in revenue.
More to the point, those without
alignment experienced a decrease11.