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.

bgr-clients
  • From lead to deal
    1: The sales game has changed
    Facilitate the buyer's journey, change your mindset

    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. 

  • Sales & Marketing alignment
    2: How Sales and Marketing live happily ever after
    Have 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 & identity
    3: Who 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.

  • Positioning
    4: Finding the right position
    Positioning 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 proposition
    5: Value proposition: the extra mile
    What 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...

  • Target markets
    6: Finding your target audience
    How do you enter the considerable and risk-averse market of banks?

    Most Fintechs face the same challenges in finding their target audience. They have a fantastic product which solves a problem for a bank. But how do they enter the considerable and risk-averse market of banks? A challenge like this isn’t a day at the beach, or is it?

  • Buying committee
    7: Not a shopaholic
    Get to know the buying committee

    Before banks buy your product (or service), you first need to convince the buying committee. The people on this committee make sure that the banks money is well spent. Here is how you deal with them in order to close a deal.

Fintech blog

This is why fintechs think banks don’t understand them.

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