Tackling the relationship between sales and marketing
In episode 6 of B2B marketing. Solved. Darren Atkins, Marketing Director at Sabre Corporation talks to Richard and Benedict about how to tackle the relationship between sales and marketing.
Episode 6: Tackling the relationship between sales and marketing
In episode 6 of B2B marketing. Solved. Darren Atkins talks to Richard and Benedict about how to tackle the gap between marketing and sales. Darren talks about how important it is to sit down with sales teams and find exactly what the customers are telling them directly, using a mixture of manual and technological techniques to integrate the two departments, and following the insight and analytical data to shape these relationships.
To get to that point, you've got to build up that trust with sales first, because unless you're working in unison and understanding what each one's trying to do and what role both marketing and sales are playing. It's hard to get that view of what all the key metrics are going to be.
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