#003 The Marketing & Sales Divide โ The Value in the GAP
Manage episode 277307025 series 2818904
๐๐ก ๐ง๐๐๐ฆ ๐๐ฃ๐๐ฆ๐ข๐๐:
In many organisations, the divide between the sales and marketing teams cause real problems. Silo working, a blame culture and all while the business is missing the opportunity to close the gap and add more value for customers and prospects, โฆultimately increasing the chances of winning more business.
I talk to Grant Leboff from Sticky Marketing, one the UKโs leading Sales and Marketing experts.
With his 4th book, Digital Selling, debuting at number 1 on the Amazon charts prior to being published in 2016 Grant went on to publish his latest book, Myths of Marketing, in January 2020.
In a world where technology challenges the ever-changing playing field, I was keen to talk to Grant about:
- How businesses can close the gap between sales and marketing
- What KAMs can be doing to add more value with content to their accounts.
- How to maintain control and consistency with the rise of personal brand on social media
๐๐๐๐๐๐๐๐๐ง๐ฆ ๐๐ฅ๐ข๐ ๐ง๐๐๐ฆ ๐๐ฃ๐๐ฆ๐ข๐๐:
In my discussion with Grant, we touched on his thoughts and insights on my questions like:
- What role does marketing play in todayโs world of key account management?
- For any businesses who experience a divide between sales and marketing, how would Grant recommend they approach closing the gap?
- When we think about sales and account managers as โmini marketeersโ what advice would Grant give businesses in ensuring that personal brand stays โon brandโ and how should people be leveraging social media to support prospecting?
- Content vs. Value โ what advice does Grant have for businesses to ensure that content actually adds value to the customer or prospect?
I really enjoyed talking with Grant and exploring his thoughts on this really important topic, I hope you enjoy listening to it too!
KAM, for us, really is a team sport and with marketing departments challenged with ADDING VALUE through content and engagement, itโs so important that account managers and sales teams work collaboratively towards a shared goal โ to grow the business with existing clients.
I loved the simple breakdown of how to plan great content by thinking about the fundamental questions:
- What challenges is the customer facing?
- What is the context?
- Where can we add value? โฆ and
- What do we want out of it?
Sales people really are mini-marketeers who, in todayโs world, OWN their own media channels and therefore double up as media personalities. A media channel without content is useless.
๐๐๐๐๐๐ฅ ๐ค๐จ๐๐ฆ๐ง๐๐ข๐ก ๐ฆ๐๐๐ ๐๐ก๐ง
In each episode we ask you, our listener, a killer question that is designed to get you reflecting on your business, your KAM Culture and where changes in thinking and behaviour could lead to increased customer success.
In this episode we asked Grant to give us his killer question which was:
๐๐ค๐ฌ ๐๐๐ฃ ๐ฎ๐ค๐ช ๐๐ ๐ช๐ฉ๐๐ก๐๐จ๐๐ฃ๐ ๐ฎ๐ค๐ช๐ง ๐ข๐๐๐๐ ๐๐๐๐ฃ๐ฃ๐๐ก๐จ ๐ฉ๐ค ๐๐๐๐ฅ๐๐ฃ ๐ฎ๐ค๐ช๐ง ๐ง๐๐ก๐๐ฉ๐๐ค๐ฃ๐จ๐๐๐ฅ๐จ ๐๐ฃ๐ ๐๐ง๐๐๐ฉ๐๐ฃ๐ ๐ข๐ค๐ง๐ ๐ค๐ฅ๐ฅ๐ค๐ง๐ฉ๐ช๐ฃ๐๐ฉ๐๐๐จ ๐๐ค๐ฉ๐ ๐ฎ๐ค๐ช๐ง ๐จ๐๐ก๐๐จ ๐ฅ๐๐ค๐ฅ๐ก๐ (๐ฃ๐๐ฌ ๐ฅ๐ง๐ค๐จ๐ฅ๐๐๐ฉ๐จ) ๐๐ฃ๐ ๐ฎ๐ค๐ช๐ง ๐ ๐๐ฎ ๐๐๐๐ค๐ช๐ฃ๐ฉ ๐ข๐๐ฃ๐๐๐๐ง๐จ ๐ฉ๐ค ๐๐๐๐ฅ๐๐ฃ ๐ฉ๐๐๐๐ง ๐ ๐๐ฎ ๐๐๐๐ค๐ช๐ฃ๐ฉ๐จ?
A big one! How can we use our social media to help support our key account managers to deepen their relationship and add value to their Key Accounts.
๐๐๐ก๐ ๐ข๐จ๐ฅ ๐ ๐ข๐ฅ๐ ๐๐๐ข๐จ๐ง ๐ ๐ฌ ๐๐จ๐๐ฆ๐ง: ๐๐ฅ๐๐ก๐ง ๐๐๐๐ข๐๐
You can find out more about Grant on his Sticky Marketing website. Follow him on Facebook & Twitter, or connect with him on LinkedIn.
Grant Leboff is one of the U.K's leading Sales and Marketing experts. His fourth book, โDigital Sellingโ, debuted at #1 on the Amazon charts prior to being published in September 2016. His latest book, โMyths of Marketingโ was published in January 2020.
A thought leader in his field, Leboff's main focus is to address the massive changes that are taking place in a world that is constantly being introduced to new technologies and an evolving World Wide Web. He continually challenges Sales & Marketing conventions that become accepted wisdom, but donโt necessarily deliver results.
๐๐ข๐ ๐๐ก๐ ๐จ๐ฃ...
In the next episode of KAMCAST Iโll be taking Grantโs thoughts further as we explore how video can maximise sales success. We will be talking to Ed Lawrence from Business Film Booth, a video production specialist who can answer all my questions!
Ed Lawrence is a video marketer who has professionally produced more than 10,000 videos for UK based businesses. He co-founded Business Film Booth with his business partner Dave Foulkes in 2015.
He set a goal in Jan 2019 to release 3 videos a week to the Business Film Booth YouTube channel to teach people how to write, produce, present, promote and edit videos so he can help more people take advantage of video. Todayโฆhe is still doing it! Make sure you check it out.
Ed is a video marketing blogger for Social Media Examiner, the worldโs largest social media marketing resource blog; and also presents and produces videos and courses for The Influencer Marketing hub, a leading social marketing resource for brands.
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