![]() ![]() In 2014, Forbes Insights published, Breaking Down Marketing Silos: The Key to Consistently Achieving Customer Satisfaction and Improving Your Bottom Line.įorbes noted that the challenges with marketing silos mean:ġ. At best, customers scratch their heads at this lack of coordination at worst and more commonly, firms are losing credibility, customer satisfaction and opportunity because they can’t get their act together. When a company’s brand, its sales force, and its digital activity aren’t in lockstep, customers notice. Employees complain, whistle blowers whistle, bloggers gossip, e-mails get forwarded, the news media investigates, and your customers actually know all about you – your product benefits and even your prices - before you ever hit their door. Not to mention that in many B2B firms, ‘sales and marketing’ actually means ‘sales.’īut because the internet has made company ‘walls’ ever more transparent, there are few secrets. In some firms, they didn’t even like or talk to each other. ![]() The open secret always was that sales and marketing were never really very integrated. Worse, they don’t work together to build equity, share of mind, customer loyalty, or sales for B2B enterprises. What’s become glaringly obvious is that three core marketing functions – brand, sales/marketing and digital communications – don’t behave as if they have anything in common. Unlike consumer product companies, they’ve been slow off the mark in the digital race due a traditional but flawed rationale that branding and digital communications can’t really help their ‘relationship’ style of selling.
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