B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
As more and more purchases become influenced by, or even wholly owned by digital channels, marketing teams have a lot more visibility into the buyers’ journey than ever before.
Has the relationship between sales and marketing teams changed in recent years?
The relationship between sales and marketing teams has been changing a lot in recent years, with the change being accelerated by the global pandemic. It used to be quite a brotherly relationship between the two, with sales taking the role of older brother. Sales enjoyed all of the attention as the older brother with marketing often struggling to impress when compared to the success of the older sibling. But the little brother is becoming the star of the show…
As more and more purchases become influenced by, or even wholly owned by digital channels, marketing teams have a lot more visibility into the buyers’ journey than ever before. On the flipside, sales teams tend to have less visibility now as more of the journey takes place outside of their influence. The big brother is relying on the little brother for support and information. Therefore marketing now has a responsibility to coordinate with their sales colleagues and create consistent, joined-up buyer journeys as a result of their increased significance.