Marketing is no longer the sole owner of top-of-funnel activity.
New privacy regulations and the rise of sales engagement tools are guiding sales teams to prospecting new leads, emailing prospects, and leveraging social media. That is why marketing needs to Help Sales Own the Top of the Funnel. Delivering support through sales enablement means:
🍏making sure the sales are positioning themselves right, so their insights are positive and accepted.
🍏giving sales something relevant and fitting to talk about, to support the relevant conversations.
🍏supporting the customer's willingness and consideration to buy with something more than just a pitch, to stand out.
While marketing has a new job. To be successful, it must influence and guide the account teams to the right accounts and create a relevant experience for each customer, not just execute campaigns.