Today’s customers are more demanding and better informed – the marketing and selling environment is more challenging, and the buying processes is more complex. As a result, there is a pressing need to make marketing more impactful.

To address these challenges, companies must have a well-designed marketing and sales methodology that reduces complexity for buyers and increases the agility of the marketing and sales process.Marketing of the future must be more personal and center on the customer, whether while creating insights, defining value propositions, capturing value (pricing), branding, communicating, or managing channels. The customer is the key.Marketing must also be more impactful, results-oriented, and data-driven. To do so, marketing cycles must be synchronized with sales and buying cycles. Lead management must be more integrated and data-driven, aligning marketing, sales, customer service or success.In addressing all of these marketing challenges, consider a partner with deep expertise in not only marketing but also sales transformation. Partners who help you to define how you will approach marketing in the future, assess your organization against it, and chart a path that integrates your sales and marketing teams will set your organization up for long-term success. Focus on creating alignment, shifting mindsets, and developing your team’s capabilities in an impactful, measurable, and engaging way.

References

Tech CEO Research Team. (2020, June 1). Ignition Guide to Conducting Customer Segmentation as a Tech CEO. Gartner. https://www.gartner.com/document/3985861?ref=solrAll&refval=338014589White, S. & Finkeldey, D. (2020, January 8). A Practical Guide to Market Segmentation. Gartner. https://www.gartner.com/document/code/464988?ref=authbody&refval=3985861