Brian Carroll

B2B Marketing: Playbook for sales and marketing alignment

Be honest. How does Sales perceive the leads Marketing produces?

  1. They love them – couldn’t be happier!
  2. They complain about lead quality.
  3. They complain about lead volume.
  4. The say leads, what leads? Marketing gives us leads?

If you chose answer number #1, the first thing I would say is, “Well done.” The second thing I would say is, “When is the last time you’ve talked with your sales team?” 

The lack of synergy between Sales and Marketing on lead generation is so common as to risk cliché. To help sales and marketing teams address this issue, on September 15th in San Jose, CA I’ll be presenting “Playbook for Marketing and Sales Alignment: How to Collaborate to Optimize Lead Generation Programs” at Frost & Sullivan’s GIL (Growth, Innovation, Leadership) 2010: Silicon Valley.

Frost & Sullivan refers to GIL as “The Global Community of Growth, Innovation and Leadership.” I’m looking forward to attending to share new ideas about BtoB marketing with CMOs and VPs and Directors of Marketing.

So if you chose answer #2, #3 or #4 to the above question, I’d love to see you in San Jose to hear about your challenges and help you learn how to address this proverbial “black hole” between your company’s sales and marketing efforts. You’ll learn from you peers during this session. 

Related post:

Lead Generation Checklist – Part 2: Sales and Marketing – One Team

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Lead Generation, Lead Management, Leadership, Marketing Strategy, Sales, Thought Leadership



  1. August 24th, 2010 at 22:36 | #1

    Sales and marketing both are one of the main department of any organization. Proper analysis should be done in order to run these departments in profits.
    _______________________________
    samual thomas

    Online Marketing

  2. August 26th, 2010 at 13:20 | #2

    I really like how there is this recent push to at the very least get marketers and salespeople on the same page. It makes perfect sense.

  3. August 27th, 2010 at 02:38 | #3

    Brian, I am so glad that you will be conducting a seminar about collaborating with different departments inside a company and optimizing lead generation. I’m pretty sure that a lot of executives, marketing and sales people will be attending this event. Thanks for your never-ending support to this industry and your generosity in sharing your knowledge. Have a great day! http://bit.ly/ayeen

  4. August 27th, 2010 at 02:51 | #4

    Brian, I am so glad that you will be conducting a seminar about collaborating with different departments inside a company and optimizing lead generation. I’m pretty sure that a lot of executives, marketing and sales people will be attending this event. Thanks for your never-ending support to this industry and your generosity in sharing your knowledge. Have a great day!

  5. September 4th, 2010 at 20:39 | #5

    Interesting post. While many preach sales and marketing alignment, the problem is as bad as ever.

    One CMO described the problem this way:
    1) Marketing looks for “Mr. Right”
    2) Sales looks for “Mr. Right Now”

    Won’t be able to attend your session, Brian, but keep up the great content.

    Congratulations on being named a top B2B marketing blog. That’s quite an honor. I’m pleased to share the news that Fearless Competitor was also named to that great list.

    Jeff Ogden, the Fearless Competitor
    Find New Customers
    http://www.findnewcustomers.com

  6. September 26th, 2010 at 13:02 | #6

    Great little exercise to go through as a company. If not #1, we need to make some adjustments.

  7. October 2nd, 2010 at 11:09 | #7

    Everything starts with the leader of any organization….as long the leader remains open to growth, change, sales team members should never have problem speaking their mind–or the truth, when it comes to lead generation issues.

  8. Mark
    February 18th, 2011 at 22:15 | #8

    Great post! I think a sales team should be very respectful of a lead generation team. After all, lead gen. takes care of so much of the heavy lifting. It’s also important as a marketer to remember that marketing and sales is still about building relationships. Granted, the methods of building those relationships have changed quite a bit in the last few years. Many companies keep everything in-house, others outsource. If you do choose to seek out a vendor for lead generation, it’s important to understand what results to expect. Thanks again.

  1. December 18th, 2010 at 07:06 | #1