B2B Marketing: Conversion is not the sole responsibility of sales

Methods to create synergy between sales and marketing have experienced a surge in interest over the last 6-12 months due to the distinct disconnect between the two worlds. Traditionally sales has been responsible for conversion while marketing took care of brand management and lead generation.

Despite clear differences between the two specialties, both are ultimately working towards the same goal. However the two are often poorly aligned which prevents organisations successfully attracting and converting the modern B2B buyer.

The million dollar question still stands, how do marketers synchronise their activities with sales to generate, score and nurture leads all the way along the sales pipeline to increase conversion rates?

The 2012 B2B Marketing Benchmark Report produced by Marketing Sherpa highlights the need for organisations to revolutionise their marketing approach. A key finding of this report highlights that marketers are beginning to realise the importance of supporting conversion as a marketing function by incorporating funnel optimisation strategies to accelerate sales pipeline efforts.

Only when organisations accept that conversion is a function of marketing and sales will they succeed and thrive.

The winning formula to create synergy between sales and marketing will be one of the topics discussed by Australia’s most prominent marketing professionals at ADMA’s Annual B2B Marketing Seminar take place in Sydney on 28 March and Melbourne 30 March.

Download the Benchmark Report Excerpt on AMDA Dialogue

Sign up now for the B2B Marketing Seminar - Melbourne 28 February, Sydney 1 March

More details on ADMA events.