Poor Collaboration with Sales

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87% of the language sales and marketing use to describe each other is negative. But each department needs the other to achieve its true goal: generating revenue. Marketing teams must therefore avoid complaining about sales. Instead, they should focus on improving hand-offs, creating a shared language and proactively seeking insights from salespeople to better understand how they can produce the right kind of leads.

Don’t: Say “sales is our customer”

Do: Say “sales is our strategic partner”

How Will Marketing Team mobile number data base Structures in B2B Change in the Future?
While the fundamentals discussed above will stay the same, several factors will force B2B marketing teams to restructure and reskill. Three of the most urgent factors are:

1. New Technologies
Generative AI tools like ChatGPT and Dall-E will be inescapable in the coming years. However, their impact on B2B marketing rests not on the tech itself, but how marketing teams adapt their processes to integrate them.




Leaders will need to consider:

Reskilling: Do you need to hire “prompt engineers” or will your existing team develop the skills to leverage generative AI?
Integration: Which tools will you use and where can they fit within your workflows to increase performance and efficiency without compromising quality?
Future-proofing: What are you doing today to prepare for later iterations of these products?

2. Changing B2B Buyer Behavior
The prospect of generative AI raises another question: how will buyers adapt to the new B2B marketing landscape? In the last few years, the number of digital channels the average buyer uses has doubled – and their behavior will continue to change as new channels appear and new marketing trends emerge.