Comments on: Creating the indispensible marketing department http://blog.themarketingpractice.com/indispensible-marketing-department/creating-the-indispensible-marketing-department 10 years, 10,000 campaigns: B2B marketing strategies that really drive sales Thu, 02 Feb 2012 23:24:48 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Lindsay Willott http://blog.themarketingpractice.com/indispensible-marketing-department/creating-the-indispensible-marketing-department/comment-page-1#comment-42 Lindsay Willott Mon, 13 Oct 2008 10:36:48 +0000 http://blog.themarketingpractice.com/?p=242#comment-42 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. 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.

]]> By: Clive McNamara http://blog.themarketingpractice.com/indispensible-marketing-department/creating-the-indispensible-marketing-department/comment-page-1#comment-39 Clive McNamara Thu, 09 Oct 2008 14:40:39 +0000 http://blog.themarketingpractice.com/?p=242#comment-39 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 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

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