Infographic: Integrating Online Marketing With a B2B Sales Process

One of the biggest reasons why companies have problems to get their sales forces achieving their business goal is because they are lacking a clear sales strategy that works like a manual for the sales team. I can see how the need for a clear map is increasing drastically when Internet is developing and slap old strategies off the road. I believe business leaders need to take this serious now and I think a manual is a great way to educate and set up your staff for victories. 

Avoid confusion with a manual

This manual should show every employee how your company is breathing sales both online and offline and what kind of activities (KPI) you are expecting from your sales people on daily basis. This manual is a living substance because you are developing and evaluating marketing and sales efforts every day, this is how the best gets better. It could sound like a quite comprehensive work building it, but it’s worth it, remember confusion is like cancer for you business. This infographic is a basic brief how I believe companies should integrate online marketing with a traditional B2B sales process.

Infographic-integrating-online-marketing-with-a-B2B-sales-process

It’s your turn

What do you think is the biggest challenge when companies are integrating online marketing with existing business process?

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7 comments
petergustafsson
petergustafsson

I would say that many companies are very traditional in their sales process approach, and that many metrics/KPIs should be revised before reusing them in other areas. Focus is usually on management control instead of driving (or measuring) the customers buying process. Actually, one idea is to reinvent you "social business" and then go aafter your traditional pipeline. It's so easy to bring bad habits into new areas.

snouraini
snouraini

I think their biggest problem is accepting change. Fantastic infographics by the way! You should give a webinar about this, I'd attend :)

Robert Nyberg a.k.a robsearch
Robert Nyberg a.k.a robsearch

The biggest challenge for companies as both you and i can see, is that they are having a problem, comparing online marketing&sales with offline sales. Or maybe they dont want to compare, due to lack of skills or personal attitude.

Mattias Gronborg
Mattias Gronborg moderator

@petergustafsson thanks for sharing your thoughts and I agree, but please help me understand what you mean with "reinvent your social business"? Sounds interesting but I think I'm missing it. Thanks!

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petergustafsson
petergustafsson

@Mattias Gronborg@petergustafsson In my world social media is primary marketing, but when you integrate "social" in branding, leads, sales, customer service, etc you need to integrate it behind the scenes, i e "social business". For most companies this will start small, and you have to think twice before engaging in a huge "business transformation project". We all know where it should end up in 5 years (integrated) but there's many routes to reach that goal.

Mattias Gronborg
Mattias Gronborg moderator

@petergustafsson This is true Peter! It's a balancing act when you implement social behind the scenes. A part of this is to have a lean approach and chose the most important area first for the company. Thanks for your contribution!

-Mattias

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