如何整合销售与营销英文版（推荐）

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IntegrateSalesandMarketing–CreateaConvergenceforBetterLeadManagementSalesandMarketingdepartmentshavebeenatoddswitheachotheralmostsincetheintroductionofmarketing.TheyhavecontinuallydebatedsuchissuesasthequalityofleadsprovidedbyMarketingtotheSalesteamandtheeffectivenessofSalestodevelopthoseleadsintorevenue.TalkwithanyoneinaSalesorganizationandarealdisconnectbetweenthemandMarketingbecomesobviousmoncomplaintsinclude“IfIhadbetterleads,mycloseratiowouldbesignificantlyhigher”or“Theseleadsarenottherighttargetaudience.”TheattitudeisnotmuchdifferentintheMarketingdepartment.MarketingteammembersoftenfeelthatSalesisnotdoingitsjobandonlywants“orders”ratherthanhavingtoworkthedeal.IssuesfromMarketingdepartmentsinclude“IftheSalesteamfolloweduponalltheleadsweprovidethem,thentheywouldexceedtheirsalesquota.”Thisisatraditionalproblemthatneedsamodernsolutiontomaximizemarketingdollarsanddriveadditionalrevenueforthecompany.BusinessDriversTypically,companiesspend10–30oftheirrevenueonmarketingactivities.Intoday’sbusinessenvironment,executivesarecarefullyscrutinizingeverypennyspentwithintheirorganizationtoincreaseprofitsandshareholder’sequity.Marketingbudgetsarenoexceptions.Executiveswanttoensuremoneyisspentwiselyandthattheyareachievinganappropriatereturnoninvestment(ROI).Attheminimum,MarketingdepartmentsarenowrequiredtoquantifytheROIforeachcampaign.However,oncetheMarketingdepartmentcantrackROI,executivesdemandtheMarketingdepartmenttoincreasetheROItodriveincreasedrevenuefortheorganization.That’swhereCustomerRelationshipManagement(CRM)solutionscanhelp.IntegratingSalesandMarketingeffortsmakesitpossibletoconnectleadsgeneratedbyMarketingtotheresultingrevenuegeneratedbySales.What’smore,consumershavebecomeincreasinglyleeryofanyonetryingtosellthemanything.Itisestimatedthattheaverageconsumerseesover1millionmessagesperyear–almosttwomessagesperminute.Thefirmsthatdevelopastrategythatofferstruevaluetoconsumersinexchangefor
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