The Sales Process…and the Marketing Process

  • Why is the subject of process so important?
  • Why is it as important to have a marketing process as it is to have a sales process?
  • Why should sales and marketing processes be connected?
  • On what should you base your sales and marketing processes?

The subject of the sales process has been around for many years—the subject of marketing process, not so much. It is every bit as important to have a marketing process as it is to have a sales process.

Both processes should be very sharply aligned to the process of a company’s customer—that is, the buyer’s process. To do otherwise—for example, just to base these on what everyone thinks they should be—is folly. The buyer’s journey works like this: the buyer thinks something, then they think of something else, then they think of something else. A seller’s company processes should all be designed to move the buyer from A to B to C.

About Our Guest

In his last real job, Hugh MacFarlane grew Digital Equipment South Pacific’s annual customer and partner revenues from $2 million to $35 million over 18 months. He has learned from, and provided advice to investors, Boards, CEOs, Directors of Sales or Marketing, and other senior managers of global and local corporations. He has personally led over 300 marketing growth projects in five continents, and trained B2B marketers throughout Asia Pacific, Europe and North America.

About Our Host

John Golden is the Amazon Best Selling Author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories. He recently published his second book Social Upheaval: How to Win at Social Selling. A globally acknowledged thought leader, John has a passion for small to medium businesses. He is CMO and CSO at Pipeliner CRM.

Pipeliner CRM totally supports sales and marketing processes. Download a free trial now.

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