Inbound - The Blog: The Secrets Behind Click To Close

 

A CEO’s Guide To Digital Revenue Generation

How To Cut Through All Of The Confusion And Produce Results With A Blend Of Inbound Marketing And Demand Generation Tactics

Just to illustrate how confusing the world of digital marketing is right now, on my way home last week, I heard an ad on the radio for an internet marketing agency that was going to help companies get leads by using new internet marketing tactics to drive business results. Funny how they promote their ability to use the internet to drive leads for you, but they need the radio to drive leads for themselves.

In a similar story, the picture here is of a newspaper ad from another digital marketing firm identifying how confused everyone is and how they’re also here to help, but they need old-school print-based newspaper ads to get their own story out. It’s not surprising CEOs are confused when you see conflicting messages like this on a daily basis.

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Is Revenue Optimization The Future Of Marketing?

Sales And Marketing Are Dissolving Into Each Other; Revenue Is The Only Metric That Matters

We’ve all been in these meetings where the question gets asked: What are our revenue goals for the year, quarter or month? The management team is meeting to make sure everyone knows the revenue goals for the company. It all starts there. You have aggressive revenue targets and you need to make sure you have all of the supporting pieces in place to help you hit and exceed these goals.

However, from there it’s usually a pretty big drop-off. The marketing team doesn’t share these goals, so it’s looking at lead generation, website visitors and content creation. The sales team starts reaching out on its own with little practical support from marketing. Any leads marketing generates are usually poor quality and all of the pressure for revenue attainment falls on the shoulders of the sales team.

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Why Is Sales And Marketing Alignment All Of A Sudden So Important?

If You Want To Hit Your Revenue Targets, It’s A Non-Negotiable

A few days ago, a prospect mentioned that her CEO was on a sales call with one of their reps and she didn’t recognize the company the sales rep was describing when talking about their business. It’s an obvious symptom of sales and marketing not being on the same page. On the Salesforce.com blog, Jill Rowley explains how marketing and sales need to know a lot more about the customer to improve the key funnel metrics.

But sales and marketing have been on different pages since the beginning of time. Plenty of companies (including large and successful ones) have produced amazing growth while sales hated marketing and marketing hated sales. Why is alignment so important now?

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Why Inbound Marketing And Inbound Sales Should Never Be Separated

Inbound Leads Are Great, But Revenue From Inbound-Generated Leads Is Much Better

The world still thinks about sales and marketing as two separate functions. Only a handful of companies have a revenue team led by a chief revenue officer, and some of those CROs are really just VPs of sales with a fancy title.

Most business leaders continue to look at marketing as something you do to generate demand for your products and services, while sales is responsible for getting new customers. Most people continue to incorrectly think that while the two efforts are closely related, they don’t need to be seamlessly integrated. Marketing does what it wants to do and sales does what it wants to do.

If this sounds like your company, you couldn’t be more wrong, and the impact of being wrong is definitely pushing down your ability to realize revenue and hit your company’s goals.

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Blow Up Your Existing Marketing And Sales Teams And Build A Revenue Team

Inbound Marketing And Inbound Sales Provide The Tools To Redefine How Sales And Marketing Work Together

The time has come to stop dealing with the constant bickering between sales and marketing. Marketing generates the wrong leads, sales doesn’t follow up on marketing’s leads. We’ve all heard it before. Honestly, it doesn’t matter whose fault it was because today the buyers are dictating the process and neither traditional marketing nor traditional sales is working.

Now is the perfect time to blow up the entire effort and rebuild it in a new form that matches perfectly with today’s buyers as it relates to how they want to work with you and how you need to help them if you want to earn their business. The individual sales and marketing teams are dead, and the new revenue team is alive and well.

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How Inbound Marketing Helps Bring Rivals Sales And Marketing Together

Finally, Two Teams Working Together To Generate Revenue With Inbound

Historically, sales and marketing teams have been at odds. The sales group hates the marketing group because the leads generated by the marketing group are “bad leads.” The marketing group hates the sales group because the sales group never follows up on the leads the marketing group generates. The result is a dysfunctional revenue-generation system, and this can kill a business.

If this sounds like your company, there’s hope. Today, prospects are pulling these two organizations together because the new buyer behavior demands an entirely new approach to sales and marketing. Inbound marketing and inbound sales are teaming up to create a click-to-close experience that requires sales and marketing to work together if revenue is the goal.

Here’s how progressive sales and marketing teams work together to become a single Revenue Team.

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Inbound Marketing Without Inbound Sales = No Revenue

The Separate Marketing And Sales Departments Should Be Collapsed Into A Revenue Team

Now that buyer behavior has changed, it is time for the internal workings of our sales and marketing teams to change, too. Marketing and sales have long existed in a dysfunctional way. Marketing says sales doesn’t follow up on their leads, and sales says marketing generates bad leads. CEOs have been mediating this argument for years. It must be exhausting.

Give it up. Inbound marketing and inbound sales finally offer the methodology to break down those barriers and create a single revenue team responsible for only one thing: revenue. Now those petty arguments evaporate because it just doesn’t matter anymore. All of your prospects want a seamless experience that starts when they visit your website (marketing) and ends when they sign your paperwork (sales).

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Inbound Marketing Prediction #8: Big Brands Start To Embrace Inbound

It’s Just A Matter Of Time Before Inbound Marketing Becomes The De Facto Method

Change isn’t easy, and it takes time for people to feel enough pain to make a major change.

Geoffrey Moore, who wrote Crossing the Chasm, clearly articulated the current situation across the field of marketing. Today, there are some Early Adopters who have started to get good at inbound marketing, but the majority of businesses – big and not so big  still use the old-school tactics.

If you look at the visual representation of the Adoption Curve, you might think we’re still in the Innovators stage. But, I believe we’ve crossed the mini chasm shown in the picture and have started to move into the Early Adopters stage. Maybe we’re even close to actually crossing the Big Scary Chasm in Question (as shown in the picture).

My prediction is that we’ll start crossing that chasm in 2016. 

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Why You Need Inbound Sales To Go With Inbound Marketing

It’s Not Enough To Get Leads From Inbound Marketing If You Can’t Turn Them Into Revenue

Inbound is a major buzzword, with events, magazines and a slew of new inbound marketing agencies getting into the game.

Did you know that inbound sales is just as important as inbound marketing?

It doesn’t matter how well your new lead-generation effort works if your sales team can’t turn that interest into new customers and revenue for your business.

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Don’t Let Sales Fumble The Inbound Marketing Ball

Marketing and sales can't just coexist any more. They have to be a finely tuned, integrated, unified department working towards one single goal—driving revenue.

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