How to use Marketing Automation to break down the wall between marketing and sales? (part 3)
In our first two articles “Digitalization of the marketing and sales landscape” and “why should marketing and sales work together?” we spoke about factors that cause misalignment between marketing and sales. Baseline is that marketing generates and nurtures leads and passes these to the sales department, that prioritize leads and ...
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Wordt suffe datakwaliteit ‘hip’ en innovatief?
Productontwikkeling ‘goes digital’. Hierbij wordt de kwaliteit van productdata plotseling veel belangrijker. Zeker bij traditionele organisaties die een grote vervuiling van hun productdata kennen (zie (1) & noodkreet Topmannen Ahold en Unilever in Levensmiddelenkrant, 8 juli 2011). Het irritatiedossier productdata verandert zo door de digitale ontwikkelingen bij de klanten van ...
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Why should marketing and sales work together? (part 2)
In our last article “Digitalization of the marketing and sales landscape” we spoke about factors that cause misalignment between marketing and sales. Several causes of this misalignment are different ways of working, culture, objectives, and KPI’s and leads that are defined quite differently. Other factors that can cause misalignment between marketing ...
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Digitalization of the marketing and sales landscape (part 1)
For the first time in history marketing drivers of revenue can be accurately measured. The rise of digitalization will have enormous impact on the cooperation between marketing and sales. First we will take a sneak peek into the current B2B marketing and sales landscapes separately. Later we investigate the current ...
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Digital expertise en competenties: wat verandert er?
Eén van de succesfactoren voor het slagen van digitale transformaties van organisaties, is het hebben van brede digital expertise in de organisatie. Maar wat is dit eigenlijk en wat verandert er? Is dit in essentie het goed kunnen omgaan met nieuwe technologieën zoals smartphones en tablets? Of gaat het om ...
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