B2B marketing and sales often conflict due to a fundamental issue with CRM systems, particularly Salesforce's Lead Object, which misaligns with the multi-stakeholder nature of B2B purchases. This model encourages a focus on individual leads while neglecting the importance of nurturing relationships at the organizational level. Consequently, marketing and sales teams end up missing key connections and chasing the wrong individuals. The article argues for a shift in mindset and strategy to address these challenges effectively and improve alignment between marketing and sales efforts.
Sales teams often criticize the quality of leads they receive, while marketers question sales' ability to follow up effectively, exposing a structural problem in CRM systems.
The Lead Object, central to Salesforce's design, creates confusion and misalignment with how B2B buying decisions are made, which occur at the account level.
To effectively influence B2B purchases, marketing strategies must focus on building relationships across organizations instead of targeting individual leads.
The outdated Lead Object model from Salesforce complicates B2B sales processes, making it necessary to rethink how marketing and sales teams approach lead generation.
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