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Crimson Marketing

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Wayne Morris, CVP of Marketing, Microsoft Business Solutions: Best Practices on How to Optimize the Full Life Cycle of Global B2B Marketing

Crimson Marketing

In this episode of Moneyball for Marketing, Wayne discusses the complex challenges of B2B marketing in a world where sales cycles are long, buyer journeys are nuanced, content is varied, contact is multi-touch and attribution is elusive. Wayne Morris is the CVP of Marketing at Microsoft Business Solutions.

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Digital Display Advertising in the Data Analytics Age (with Jennifer Davis, VP Marketing and Product Strategy at Planar Systems)

Crimson Marketing

Tracking data, identifying buyers and following leads throughout the entire sales cycle has become a conventional practice, even in areas like digital display signage. Highlights include: Pinball wizards: Jennifer explains how Planar tracks leads through its sales cycle.

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Why Marketing Should Have a Quota

Crimson Marketing

But a quota can improve alignment between Sales and Marketing. It can drive Marketing to stay involved throughout the sales cycle. Sales and Marketing departments often treat each other with a certain amount of suspicion. But to be most effective in growing revenue, sales and marketing have to be aligned.

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Don’t Waste Time Stressing Over Leads

Crimson Marketing

This issue dominates every conversation the VP of Marketing has with the VP of Sales. . An important part of the marketing mix is to help the VP of Marketing address this issue by helping him provide the sales organization with leads. Any good VP of Sales will tell you, “We need both greater quantity and greater quality.”

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How CMOs Can Make Big Data Relevant to the Sales Team

Crimson Marketing

By the time your sales reps have the opportunity to interface with potential buyers, those prospects have already traveled through a big part of the buyer’s journey. When they finally arrive at the point of purchase, they have often made up their minds and see your sales team merely as a means to accept their order.

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What is the Best Content to Use for Each Stage of the B2B Sales Cycle? [Infographic]

Crimson Marketing

Key takeaways include: Blogs and newsletters are most valued by B2B buyers early in the sales cycle, when they are starting to learn about a topic and evaluate products/vendors. Whitepapers are most valued in the beginning and middle parts of the sales cycle, when buyers are attempting to understand a problem.