We interact with a lot of B2B IT marketing departments at The Marketing Practice. And we’ve noticed that the very best ones have a number of things in common. Here they are, and over the next few months, will be researching and testing this theory by interviewing the best in the business, to see if it holds water.
Please add your comments from your own experiences, if you’ve seen great marketing departments – what do they do that makes them great? Which areas are common amongst them? Do you agree with this list, or are there other areas that need to be included?
1. Sales alignment
a. Lead generation engine and lead generation optimisation focus
b. Strong joint data strategy between sales and marketing
c. Co-ordinated bid support & account-based activity
d. A genuine customer intimacy
e. Excellent product/service knowledge throughout both teams
f. Campaigns that push leads along at all funnel stages
2. Flagship programmes
a. Compelling programmes that people can march behind the banner of. Each builds and develops from the next
b. Programmes with strategic impact and tactical value – that get done on time, every time
c. Visionary, engaging, gives confidence to the business, customers and prospects
d. Paints a picture of the future
3. Insider status
a. Know the customer & their market(s) intimately and can wield the power that knowledge brings
b. Have detailed end-customer knowledge – can feed back and proliferate changing market needs
c. Thought-leadership around making it better for the customer (ie know what they want psychologically to do their job better)
4. CEO stance
a. Runs marketing department in same way best businesses are run
b. Marketing A players, a blend of staff, contractors, agencies that work in harmony rather than competition- a flexible resource model – plus all playing to their strengths
c. Has a network of peers within the industry
d. Strong ROMI focus – an uses ‘investment’ rather than a ‘spend’ model
2 comments
If you are part of great B2B marketing department you will find as many sales people in the Marketing Directors office as you will sat with the Sales Director.
The marketing team will get a bit cheesed off at times and wish that the sales guys would sort out their own challenges. But it will pay off for everyone. Marketing stay right at the front edge of the business, understand what sales want and need.
My only caveat is that your job is to listen, but not just do. Very often you’ll be asked and cajoled to do the wrong thing, that’s where you need a strong and credible leader at the marketing helm.
Clive
I recently asked various LinkedIn groups a similar question – how can B2B marketing departments get the best results? Some great answers were offered by, among others, Eric Hollebone, Kevin Dendy, Varun Goel, Carlos Hildago, Kim Albee, Bob London, Diana Ratcliff and John DeMartino.
Here’s a snapshot of their advice and views on the subject:
-Put together the right set of people
-Have a plan and know your space.
-Measure, measure and measure.
-Get a single marketing view of your customer
-Develop a process whereby all contacts, responses and leads are managed, tracked and measured.
-Test everything before rollout.
-Commit to the challenge of contributing ROI for the overall marketing budget
-Exert internal marketing leadership – take on the business’s longstanding challenges/dilemmas,
-Improve accountability- measure everything
-Assume a budget of zero and work up from there
-Listen to the rest of the organization
-Bridge the gap between lead gen programs and sales.
-Have a prospect nurture process
-Systematize your stay-in-touch process.
-Strengthen relationships with your best advocates and clients.
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