Closing the Loop Between Marketing and Sales

VengresoContent for Sales Closing the Loop Between Marketing and Sales

Closing the Loop Between Marketing and Sales

This podcast summarizes a session I recently conducted at the first annual  Inbound Marketing Summit September 8th in Cambridge, MA.  The event was sponsored by Hubspot, the providers of the industry’s leading inbound marketing system and WebsiteGrader.com.  There were about 300 people in attendance and through the use of social media the event reached nearly 100,000 people. 

I conducted a session called “Closed Loop Marketing.”  A link to the presentation slides are available here.

The keynote speakers were David Meerman Scott and Seth Godin both well known authors, bloggers and speakers.  They didn’t disappoint with their clever insights into contemporary marketing. 

Here is one of my “take aways” from each keynoter:

Scott: “you can’t measure everything…what is the ROI of putting on your pants in the morning?…of the receptionist?…the guys cutting the grass in front of the building?”  His point is that the way we measure contemporary marketing is not the same as it used to be.

Godin: “when you look at a cow, it’s pretty boring, but if you color it purple people notice it.”  His point is that marketing has to stand out.  It needs to be different and attention-grabbing to cut through all the bad marketing which clutters our brain every day. 

My session covererd the four pillars of closing the loop between marketing and sales:

1) Key Relationships: marketers must know each of the executive stakeholders and their measurement criteria and be aligned with them to effectively measure results (see Scott’s point above).

2) Strategies: know behavior of your target market, design proper messaging, listen to online communities, allocate resources wisely, think “small” (long tail strategies)

3) Best Practices: “eat lunch with stakeholders,” know your competition and industry thought leaders, propagate your content, test, measure, revise (TMR), don’t be afraid to experiment.

4) Measurement Strategies: measure leads, sales, “buzz,” brand, cost-per (fill in the blank).  Use tools to measure ranging from manual calculations, free or inexpensive tools, to elaborate and costly tools based on your budget and marketing programs.

In this session I placed a lot of emphasis on rolling out marketing programs that are well aligned with key stakeholders and that your measurement strategies agree with your key stakeholder’s goals and criteria.

The full presentation videos for all the sessions from IMS08 will be available on the Inbound Marketing Summit Website in the near future.  I also recommend you check out the full Flickr slideshow on the Inbound Marketing Summit at  www.flickr.com/photos/tags/ims08/.

How do you close the loop between marketing and sales in your business? 

Bernie Borges

Bernie Borges is CMO of Vengreso, the leader in digital sales transformation. He's also Host of the award winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a trainer and speaker. He has a passion for guiding clients in aligning marketing and sales for accelerated revenue results. Bernie enjoys kayaking with his family in Tampa Bay, going to hockey games and you'll find him at the gym at 6am Monday through Friday, rain or shine.

Comments
  • Inbound Marketing Summit was a cool event. Thanks for writing about the ROI thing. I find people are still trying to measure on "leads" and "press clips". David

  • hey there and thank you for your information – I’ve certainly picked up anything new from right here. I did however expertise several technical issues using this web site, as I experienced to reload the website lots of times previous to I could get it to load correctly. I had been wondering if your hosting is OK? Not that I am complaining, but sluggish loading instances times will sometimes affect your placement in google and could damage your high quality score if advertising and marketing with Adwords. Anyway I’m adding this RSS to my e-mail and can look out for much more of your respective exciting content. Ensure that you update this again very soon..

  • I’m typically to running a blog and i really respect your content. The article has actually peaks my interest. I am going to bookmark your website and hold checking for new information.

  • My brother recommended I may like this web site. He was completely right. This post really made my day. You can’t consider just how so much time I had spent for this information! Thanks!

Leave a Comment

For security, use of Google's reCAPTCHA service is required which is subject to the Google Privacy Policy and Terms of Use.

I agree to these terms.

[if lte IE 8]
[if lte IE 8]
[required]
[required]
[if lte IE 8]
[if lte IE 8]
[required]
[required]
[if lte IE 8]
[if lte IE 8]
[required]
[required]
[if lte IE 8]
[if lte IE 8]