May 11, 2021

It’s time to end B2B SaaS marketing and sales silos

Marketers love the thrill of the chase.

They pursue prospects with reckless abandon. Marketing qualified leads (MQLs) are B2B digital hunting trophies.

But when marketers catch prospects, the game’s over. They quickly forget about these newly-minted customers….because prospects are sexier and marketers are rewarded for attracting them.

It shouldn’t be this way. Prospects shouldn’t be engaged separately by sales, marketing, and customer success.

The three groups should work together to attract, capture, and serve customers.

John McTigue argues that silos create friction, which drives customer unhappiness and churn. He believes a unified approach to customers is better for business and customers.

On the Marketing Spark podcast, John and I talked about:

- Websites that don’t convert because companies see them as brochures.

- Why successful onboarding happens when you already know a new customer’s problems.

- Why marketing needs to be more about conversation and less about automation.

  A new compensation system is needed to reward marketing, sales, and customer success.

It was one of those conversations that covered a lot of ground and it is oozing with great insights.

Listen: to the discussion with John.
Read: B2B marketing isn’t boring, it’s brilliant: a pocket guide from LinkedIn.

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