The importance of coordination (cont’d) e tion dina oor art 10 c f P The importanco Beyond hand-offs “There is no longer a clear There are no ‘hand-offs’ in an Account hand-off of a lead between Based Everything model. Instead, Marketing According to research by SiriusDecisions, buyers and Sales work together from the very start, want Marketing and Sales involved equally at Sales and Marketing. Marketing and throughout the revenue cycle. EVERY stage of the buying process. increasingly is nurturing and Unlike traditional demand gen, which has advancing prospects through the a sequence of hand-offs from Marketing to “The integration of Marketing entire sales process. That’s why Sales Development to Sales, ABE functions and Sales Development is there’s an increased focus are intertwined at every step. It’s not just on conversion rates rather a more effective way to sell – it’s a much dramatically better than each better buying experience as well. working on their own. You don’t than simple lead numbers. In the big picture, your company doesn’t care even need the data – which is It also means that Sales and about ‘marketing generated opportunities’ everywhere – it’s just intuitive: Marketing have to collaborate or ‘sales generated opportunities’. The working together works better.” more than ever.” important thing is opportunities. Period. The best teams work together and take credit Craig Rosenberg Peter Mollins together. At Engagio, Marketing and SDRs Co-founder and Chief Analyst, VP Marketing, earn quota credit for the same opportunities. KnowledgeTree This encourages collaboration, not in-fighting. TOPO 86