Mind The Gap.
SALES AND MARKETING ALIGNMENT
Bridging the gap between marketing and sales
While they should work together, harmony hardly exists between them. With the rise of digital and practices like account-based marketing, aligning marketing and sales becomes crucial for driving growth.
In this series of articles we share our experiences, best practices, do’s & don'ts, pitfalls, etc... to help B2B technology companies align marketing and sales in order to grow successfully, ... sustainably.
Facilitate the buyer's journeyFrom lead to deal: the sales game has changedKnow your client (research / use the right data).
Lack of structure and a lot of creativity. Are these the characteristics that come to mind when asked to describe a great salesperson? Not really right? Yet, the best sales people I know in the industry are not very structured, not very organised nor disciplined.
The integration of marketing and salesHow Sales and Marketing live happily ever afterHave tooling in place | Connect your marketing activities to your CRM.
In our article 'From lead to deal: The sales game has changed' we observed that successful organizations changed from controlling the sales cycle to facilitating the buying cycle. This approach requires a deep integration of marketing and sales. For many organizations this is a fundamentally new way of thinking. How can you arrange a successful marriage between marketing and sales?
Branding & identityWho do you think you are?How to get your branding in place.
Welcome to our ‘mind the gap’ article about brand & identity. Let’s first make sure we are all on the same page about the terminology because the language used is often misunderstood. Brand: Your brand is a combination of a visual identity, tone of voice and behaviour - most visibly expressed through your logo, taglines and images used in communication campaigns.
PositioningFinding the right positionPositioning is all about differentiation.
Welcome to our ‘mind the gap’ article about positioning. Here we will discuss the importance of positioning and how it can help you stand out from your competitors. How many times have you walked into a bank to pitch for a piece of business only to be told ‘we already have the functionality you offer’ or ‘we solved that problem a long time ago’.
Value propositionValue proposition: the extra mileWhat problem do we solve and for whom?
In this ‘mind the gap’ article we will discuss the value proposition and how it will help your fintech sales efforts in the financial services sector. That is, if applied correctly... Going the extra mile...