Defining Sales & Marketing Optimization

The need to do more with less, faster has brought sales and marketing to figure out how to work better together.   There is antidotal evidence that over one-third of all B2B companies starting talking about improving their sales and marketing alignment in the middle of last year.  Most of the talk is around lead management - how to get more leads and sales to follow them up.  And there are the inevitable side conversations about marketing or sales leadership and if it is time for a change. These are all good conversations as it means people are open-minded to change on some level.  

Musing with Marketo

Over the past months I've gotten to know the folks at Marketo and their concept of revenue cycle optimization.  At a high level, it's about tightening the processes and feedback loops in attracting, acquiring, collecting and expanding sales opportunities.  Marketo delivers automation technology for the attracting and acquiring part of the process or more commonly known as "the funnel and pipeline".   Higher quality leads from marketing, and more of them, translates into more sales to 'ideal' target customers.  Lead generation and lead management is largely the result of an engine. The more finely-tuned an engine is, and fed with high quality fuel, the better the engine will perform.