Demandbase founder and CEO Chris Golec shared his thoughts on how an organization can align its sales and marketing objectives during a Thought Leadership Spotlight Presented by Demandbase at the 2015 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services in New York on June 11. In his presentation, “Bridging the Great Divide: Sales and Marketing Alignment,” Golec pointed out that today’s “account-based marketing” business approach requires sales and marketing departments to align around the accounts that matter most to the sales team.
According to Golec, optimizing a website around the average visitor is insufficient. Instead, Golec said an organization must optimize and measure its website around the target audiences that are coming on by account. Golec also pointed out that developing informative, engaging content is key for both sales professionals and marketers: “Companies are often challenged because they design and develop all this great content for healthcare companies or enterprises or small business and the small businesses don’t get to that content just because it’s buried in the site. Every time you require a click you’re going to lose 50%. It’s really about how do you measure the engagement of your target audiences and how do you eliminate that friction to get to that information?”
In addition, Golec said today’s organizations must understand the evolution of the buying process. An organization that focuses on improving its website, Golec noted, can improve its chances of attracting and retaining clients: “This whole B2B buying process has changed dramatically over the last five years where most of the sales process is actually happening on the website. The website is becoming so much more important than it was just five or ten years ago. A typical process is somebody coming in and searching or multiple people coming in and how do you measure the behavior and interaction of an account versus just an individual?”