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Brian Carroll
Brian Carroll is CEO of InTouch and author of Lead Generation for the Complex Sale (McGraw-Hill) and the B2B Lead Generation Blog with expertise related to B2B marketing, lead generation and complex sales.
Interests: tennis, reading, chess, camping, skiing, great food, songwriting (sort of) and playing bass, piano and vocals at my church., happily married to Mindy with 3 great kids. I enjoy spending my time with my family.
Recent Activity
Great post. I agree that sales and marketing must collaborate to understand the sales and buying process. It's been well documented that quality of collaboration between sales and marketing directly impacts ROI and product launch success. The challenge that many organizations face is that their sales process is a black box. No one except the sales team knows what is going on inside the black box until a proposal or sale happens. Worse still, 80% of the leads that go into the sales black box are rarely seen again. I've encountered many companies where sales and marketing do not jointly agree upon or understand their sales process. At the same time many do not understand their potential customers buying process. This makes it particularly challenging for marketers who are trying to measure their revenue contribution and lead generation ROI. Process mapping is a well-known technique for creating a common vision and shared language for improving business results. However, this technique hasn't been widely adopted by sales and marketing departments. One company I know improved their sales team's effectiveness by increasing the quality of communication between their sales people and their customers. They began with this simple question, "how can we give our sales people more selling time?" A team made up of this companies marketing, e-business and IT people shadowed their sales force (in the field) to understand the bottlenecks affecting their sales people's selling time. By using the Six Sigma methodology, they realized that their sales team required more resources (sales aids) to help them sell rather more "self-service" tools provided by IT. Readers may also be interested in this post I wrote on 35 ways marketing and sales can better collaborate via "huddles."
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