Marketing Perception vs Reality Highspot


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In today’s media driven world, content is king. For businesses, this means giving your sales teams the best, most relevant content available easily and quickly. Armed with expensive tech and large budgets, today’s modern marketers have stepped up to fill this content need, but are your efforts making the grade? As a marketer, are you actually achieving what you think or is the reality of the situation something entirely different? See below to see the difference between perception and reality and what you can do to up your game.

vs

vs

Perception

Perception

Reality

Helping win big deals and contributing to the overall success of the company.

Every piece of collateral produced is a silver bullet for sales

By in large 65% of the content created by marketers is never used by sales.1 That’s missing the mark more than half of the time!

Tip

Take a moment to review and analyze what content is leading to sales and what content can be improved.

vs Fostering a sound relationship between sales and marketing built upon a strong sense of partnership.

Tip

Marketers are tearing through budgets like business cards at an expo: less than 10% of marketing budget goes to efforts that produce sales enablement results.

Tip

Be sure to find time to connect with the sales team regularly so you can provide winning content the first time.

Perception

Reality

vs

Reality

Perception

Marketing and Sales are speaking in different languages. Only 24% of companies have formalized marketing to sales handoffs.2

Using tech tools that are optimized to orchestrate day to day marketing efforts – almost like magic.

Reality

Too many. Too expensive. Too complicated. Need a damn specialist to send an email.

Tip

Build real relationships with sales so you can be partners who actually work together and learn from one another.

Speak out when your tech is more harmful than helpful so you can get the tools you need.

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Perception

All sales content is stored in one place for everyone to find what they need, when they need it.

Tip

Reality

The tech being used is a black hole for content no whitepaper can escape. 28% of content is never found3 and sales people spend 31% of their time just searching for content!4

Create a system or utilize a platform that makes your work easy to find and use.

1

Mooney, J. (2011, June 3). Today’s Top Sales Enablement Challenges and How to Overcome Them. Retrieved August 4, 2015, from http://www.roinnovation.com/todays-top-sales-enablement-challenges-and-how-to-overcome-them/

2

2013 State Of Inbound Marketing Annual Report. (2013). Retrieved from http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf

3

Koehler, Ona, and Erin Provey. Calculating The True Cost Of Content. 1st ed. SiriusDecisions Intelligent Growth, 2015. Print.

4

Salespeople Only Spent One-Third of Their Time Selling Last Year [Infographic] (Salespeople Only Spent One-Third of Their Time Selling Last Year [Infographic]) http://blog.hubspot.com/sales/salespeople-only-spent-one-third-of-their-time-selling-last-year